Mobile optimised, focused, ecommerce growth.

Working with Irish Ferries' existing design and advertising partners, we delivered a mobile optimised, marketing-automation enabled, intuitive content management solution that was focused on ecommerce growth.

Having invested €450 million into the most modern fleet in Europe, Irish Ferries wanted to build an online experience that was in-line with their award winning travel experience. Irish Ferries already had a successful web presence that was generating good visitor numbers and bookings, but due to their ambitious online plans, looked to partner with us to deliver a new eCommerce website.

But problems existed – the ferry market was shrinking and becoming increasingly competitive and price sensitive.

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"Updating the homepage and quick quote to create a user friendly, modern, and personal experience has cut the bounce rate in half."

What They Needed

Irish Ferries operate five ferries on international routes between Ireland, Britain and France catering for passengers, vehicles and freight units. They recognised the need to represent the brand in a more modern, engaging way. Understanding that customers compare the Irish Ferries brand online with other Ferry operators, as well as flight operators.

The solution needed to be something that was not only an outstanding user experience for customers but also easy to manage content, build new pages and manage customer data for the internal team.

It had been identified that an updated quick quote tool should be implemented to allow users to rapidly get a price for booking a ferry. The newly optimised booking process removed the need for users to know their exact departure point, instead providing users with a range of departure / arrival options based on a simplified UK/Ireland/France search method.

What We Did

  • Migration of all code and website assets from the incumbent Episerver Partner, "As Is" analysis of the existing code base, and provision of quick fixes around an existing series of bugs and issues.
  • Creation and implementation of a range of new templates within the existing Episerver CMS provided a fresh and modern look to the existing Irish Ferries Website.

We worked with Irish Ferries design partner (Ebow) to review design concepts, identify how best to deliver these within Episerver and to implement responsive templates within the redesigned website homepage. The homepage was redesigned to cater for different visitor groups:

  • First time visitors can now see a selection of the best offers and promotions
  • Visitors who have previously seen content relating to families can automatically be shown content relating to family offers
  • Visitors who have previously shown an interest about a specific location can be cross-sold other products like package holidays

Existing lower-level pages were optimised to ensure a consistency with the new home page, ensuring all visitors did not receive a broken experience when browsing the website.

The numbers

The numbers

The results? An influx of new, engaged users

28%

Increase in sessions

49%

Decrease in bounce rate

47%

Increase in page views

How We Did It

 Over the space of 8 weeks various team members provided Irish Ferries with the following digital services:

  • Responsive Cut and Build of the agreed website templates in line with supplied designs
  • Optimisation of the builds to ensure that Irish Ferries received a series of content managed components which could readily be reused across other sections of the websites i.e. Holidays pages
  • Building out of each website page utilising the new blocks and page types, incorporating multi-lingual content for localised versions of the website
  • Integrating a conversion-centred booking system with the option to get a quick quote, review of travel options and times and enter into booking process
  • Training of Irish Ferries marketing staff on how best to utilise Episerver to create user groups based on activity, interest and demographics

Results

Following delivery of the project Irish Ferries now have an intuitive online user experience that positions Irish Ferries ahead of competitors when it comes to Ferry Travel. The site is fully integrated within the Ferry Res booking system and has been updated to make content management a simple process for the internal marketing team, who can now access and collect customer data for personalised email communication.