The striking impact
of incremental change

We created a digital vision to equal the exceptional service of Fred. Olsen Cruise Lines at sea. We synchronised a strategy and tactics to the minute to meet a short timeline: the results beat all targets to mark a new era of digital value.

Small, strategic changes can have an outsize effect on growth.

A steely simplicity

Landing ‘The Olsen Way’ online required a three-wave strategy of eight-week sprints.

We solved problems with lower complexity and high value first with existing functionality to rapidly refine the existing website in order to drive engagement and tee-up the busiest booking period. Next we set about creating an elevated vision for stakeholders rooted in value creation over the full digital estate. Then we defined a plan for lasting impact by introducing discovery journeys and less friction.

Unifying experience with customer desire

A focus on customer acquisition was pivotal to project success. We identified three browsing behaviours of a ‘new to Fred Olsen’ audience and the work anchored each tactical improvement, including: 

• Elevated cruise itineraries to feed excitement 
• Easier search, save my trip and book 
• Simpler sign-ups with better data capture 
• improved interactions to drive enquiries 

Since this project was delivered

We’ve recently been helping Fred. Olsen to deliver the first stage of a digital estate overhaul. This has seen a complete redesign of their marketing website and booking engine. Early results show a staggering uplift in bookings, seeing them tame the same revenue in the first half of 2023 compared to their yearly revenue in the last normal booking year pre-Covid in 2019. Next year will see Fred. Olsen continue the good work to continue to raise the bar on their direct bookings.