Hamilton Island

P&O’s outdated Cruise Personaliser application was soon to be decommissioned. The app, which was managed in the UK, was difficult for customers to use and resulted in a large number of calls to the call center. P&O engaged us to create a new, more robust solution that could be managed by the local team and include a range of new features to both facilitate a seamless check-in process and build excitement and confidence in the customer.

Our team worked closely with P&O to scope a solution that addressed key business requirements, while providing a stable platform for future phases of development. Cruise Control was the result of that work, incorporating a number of new features - online payments, cruise schedule, and on-demand E-Ticketing - all with a vastly improved, responsive user experience

Our solution has been well received by both P&O and their customers. Calls to the call center have dropped significantly since the launch. User engagement with the new site has been high, with over 320,000 customer interactions in the first month alone. After obtaining their ticket, 90% of customers are browsing through to view additional offerings, with a 30% conversion rate.

Challenge

Hamilton Island’s outdated digital platforms were costing them direct sales. The site, which staff found cumbersome to maintain, was even more difficult for customers to use and resulted in low conversion and hence reduced revenue. We were engaged to develop a more robust solution that could be centrally managed and include a range of new features, including a vastly improved booking process in order to maximise conversions and revenue opportunities.

Solution

The solution delivered focussed
around a responsive content publishing platform that pushed
real-time content updates to a range
of devices and on site facilities. Content is personalised dependent on which stage we deem customers to be at on their path to purchase. For example, users who are deemed to be close to conversion are presented with far more pricing and offer related cues in order to convert them to sale. Great efficiencies were also achieved in terms of content management, via the creation of a centralised content inventory, allowing content producers to re-use objects across a variety of channels once created.

Result

The project was founded on and developed around delivering on some core ROI objectives. Already we have seen the average purchase increase by 14.37% and cart abandonment reduced by 7.96%. Average time on site has increased to over 3 minutes, with overall conversion to purchase increasing by 75.63%, a great result for the client. We’ve had over 159,598 users in the first 3 weeks with return visitors up by 4%. Finally, internally time to manage the site content has halved since the launch.

User Experience

Ultimately, we want to create a seamless experience for the user, across all devices and across all stages of their travels. Extensive research of digital travel industry sites and ecommerce platforms identified the different user needs and behaviours in different stages of the purchasing process. To engage users we developed strategic and tailored content as well as interactivity around different stages in the consumers’ path to purchase.

explore. plan. book.

User experience

Via personalisation and content filtering, users are presented with an increasingly tailored site experience, encouraging them to transition from exploration to planning and ultimately booking. This personalisation is achieved via combination of behavioural tracking combined with manually controlled user preferences.

Content Publishing

Housing all content in a centralised inventory, allows Hamilton Island to create core content objects once, and then re-use them across a range of digital channels, from websites to on-island facilities, such as restaurant and
activity booking systems.

Responsive

The site is mobile device responsive to ensure customers can plan on any device and interact with the social features on-the-go or on the island. The data feeds from the inventory also serve to power the mobile app which can be used as an on-island guide. The mobile first approach helped establish a clear content hierarchy in collaboration with the client, the limited real estate forcing us to make decisions about key messaging and content.

75% increase in conversions

Average value of purchases has increased by 14.37%
Abandonment rate of bookings has decreased by 7.96%
On the 7th day after launch, revenue increased by 152.96% alone
We had over 159,598 users in the first 3 weeks with return visitors increasing by 4%
with time on site now at an average of 3 minutes per session

visit hamilton island

Responsive

The tool is mobile device responsive to ensure customers could plan and interact with the social features
on-the-go. ‘Cruisers’ will now always be equipped with up to date travel information, tour options, booking details and more.

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hamilton island

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