Cruise page redesign

Rebuild cruise product web pages to present content in a more engaging format with a particular focus on the cruise itinerary. Utilising additional content from the CMS to visually display the reasons to book the cruise.

Sector: Travel Services: Website Design & Build, Integration, Doddle

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The brief

The cruise product pages served a purpose but were not as visually engaging when compared to other cruise lines. Additional content needed to be available on the page to promote the highlights of each cruise, the additional experiences available, ways to enhance the cruise experience as well as port information.

Encouraging more website users into the booking process by providing clearer labelling and inspirational content.

Fred. Olsen Cruise Details rebuilt by SimpleClick
Fred. Olsen Cruise Lines mobile website home page built by SimpleClick

The solution

Additional content relating to signature experiences, highlights from the itinerary, FAQs, what’s included and ship information was added to the pages, managed using Doddle, allowing display rule logic to be defined on a cruise-by-cruise basis.

Each cruise is assigned to a region which is represented by a different highlight colour on the page.

The itinerary was rebuilt to include additional information relating to the ports with the ability to highlight key ports. Navigation through the itinerary was made easier using a sticky header with shortcut links.

Pricing and offer information was simplified and made more prominent on the page.

The results

£8.4m (136%)
Online revenue
Tour bookings
Website visitors

This project was a Doddle.

Multi-site website built using the flexibility and power of Doddle CMS, a SimpleClick Solution. 

This project required integration with various third party platforms including Opayo for payment processing, the internal cruise sales system for cruise and tour bookings and Zoho CRM for guest management.

Fred. Olsen Cruise Line's requirements are not able to be accommodated by off-the-shelf systems, therefore Doddle's customisation capabilities were ideal for this project.

SimpleClick collaborated so smoothly with us and our brand agency to deliver yet another project for us. The redesign significantly improved our websites UX and showcases our brand values perfectly.

Terri Overett
Digital Developments & Projects Manager
Fred. Olsen Cruise Lines

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