Agile content management and email automation to showcase Ireland's leading ferry operator.
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.
"Updating the homepage and quick quote to create a user friendly, modern, and personal experience has cut the bounce rate in half."
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.
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:
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 results? An influx of new, engaged users
Over the space of 8 weeks various team members provided Irish Ferries with the following digital services:
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.