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Costa Crociere

A Conversion Rate Optimization strategy

When the Test&Learn approach improves a site’s User Experience
The Costa Diadema ship, home base for the initiative sponsored by Kinder and Costa Crociere to promote the ‘‘Joy of moving’‘ – Civitavecchia, May 10, 2019. ANSA/FABIO FRUSTACI
INDUSTRY

Travel

SERVICES

CRO, Digital Analytics

WEBSITE

www.costacrociere.it

Goals

IMPROVING THE USER EXPERIENCE
The cruise company approached us with the goal of improving their site’s user experience through CRO consulting supported by data analysis, user interviews and A/B testing, all within the Adobe ecosystem.

Improving the UX

Facilitating the user journey

Bringing more leads to the site

In 80% of the cases tested, the variant proposed by Webranking led to better performance

Approach

CONDUCTING A RANGE OF A/B TESTS TO VALIDATE HYPOTHESES
We conducted a range of A/B tests in different areas of the site over a six-month period, proposing variants—after having done research and gathered qualitative and quantitative information—that allowed us to achieve improved performance.

The tests were carried out at different stages along the conversion funnel, from the home page to the “courtesy hold” stage (when, during checkout, the user has a chance to lock in the price and make their booking at a later time). Technical consulting was provided alongside business consulting, for an approach that aimed to promote the growth of the company’s data culture.

Results

The variants proposed by Webranking for the A/B tests performed better in 80% of cases, improving the User Experience.
6 MONTHS OF A/B TESTING
80 CASES OF VARIANTS THAT LEAD TO IMPROVEMENT
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