P&O Cruises, the number one cruise brand in the UK, wanted to make the experience of researching and buying a cruise through their website just like the experience onboard - effortless. So the challenge for Bray Leino Yucca was to simplify the user experience in what can be a highly complex holiday purchase.
The website represents over eight months of extensive user consultation, information architecture, user-centered design and technical implementation. The site has been built to interface with search engines, providing improved performance from PPC and SEO activity and delivering the increase in sales required.
From the site launch, revenue has been up 13% year-on-year, with the same advertising spend. Site visits are up 18% year-on-year and bounce rates are down by 25%. P&O Cruises is also enjoying a strong organic ranking in the cruise sector, including for the core brand territory term 'cruises'.
"We are delighted with Yucca’s finished product. The brief was to create one of the best cruise or tour operator sites in the UK which they have undoubtedly achieved."
Elliott Pritchard, New Media Manager, P&O Cruises
"If a P&O Cruise is of the same high quality as its website, then passengers can expect a wonderful treat."
Web User Magazine, July 2008 - Site of the Fortnight - 5 stars