Through the lens of the target group, +Pluswerk looked at the website of Nicko Cruises - the specialist for river cruises. With a focus on conversion rate optimization (CRO), the online booking platform was analyzed using eye-tracking studies, among other things. The goal: to get to know and understand user behavior in order to improve the online offering with a view to increasing the booking rate.
As a result, the booking process has been made leaner and more targeted - the user can now select dates and cabins "at the click of a mouse. In addition, the significantly improved performance of the filter functions ensures fast results.
Discovering the world from a new perspective - the Stuttgart-based expert for river cruises has been making this dream come true for its guests for over 20 years. In more than 20 countries and on 3 continents Nicko Cruises is present with its fleet. From classical-maritime to modern-elegant the river cruisers present themselves to an audience, which often ranks among the fastidious Best Agern.
The company meets the high expectations of its customers with comfort offerings specially geared to the 50+ target group. This is ensured by a team of around 70 highly motivated employees, an online booking portal consistently geared to user-friendliness, and exceptional services - from pre-organized travel to door-to-door pick-up.
After evaluating the extensive analysis, the existing booking process was subjected to a detailed revision. As a result, the website's content was divided into clear "information tidbits". The date selection was also graphically optimized and now includes all data relevant to the user thanks to the compact presentation. In the new version, the deck plan with cabin view is only displayed after a travel date has been set.
The success of the measures was measured by tracking booking requests. This revealed that the "single page approach" of the original site did not correspond to the usage habits of the target group. The results of the analysis significantly influenced the design and led to a significant increase in the conversion rate.
Solution and technical implementation
- Update to TYPO3 7.6 LTS
- Significantly accelerated filter function