The ask.
Optimize the Alaska Cruises homepage with new designs and content to increase qualified traffic to the page.
Materials provided: Strategy brief, SEO keywords, product information.
How I helped:
Laid the foundation for consistent tone and style across all destination pages.
Implemented the new Princess brand voice across their highest-priority page.
Identified areas of the wireframe that needed to be revised before the team began designs.
Making exhaustive information anything but exhausting.
Before this project, Princess’ Alaska page felt like an endless page of repetitive information with no clear CTAs to drive a user to the next stage in the purchase funnel. Not to mention, users weren’t getting their questions answered. Working alongside our UX expert and the client’s web team, we proposed new modules and messaging hierarchies to help steer consumers in the right direction without overwhelming them with never-ending information.
To see the full page, please click here.
Process.
Step 1: Wireframes.
Partnering with our internal UX team, we used historical insights from the client to determine what users’ were looking for on the page and how to empower them so they could confidently move through the purchase funnel.
Step 2: Writing.
Since Princess already had an Alaska homepage, my main priority was to cut out unnecessary or repetitive messaging and reframe the copy in a way that more directly answered user inquiries.
Step 3: Revisions.
With any great piece of writing comes great feedback. I worked closely with Princess’ Director of Marketing and Legal team to ensure that all copy was compliant and aligned with their new brand voice.
Success.
In addition to the destination-specific “Cruise Advice” articles I wrote, the Alaska pages helped Princess reach #1 in organic rankings. As a result, organic traffic increased by 118K YOY (21%) to the Alaska section alone. We estimated that Princess saved an estimated $266,000 in media spend based on paid search CPCs.
For an overview of all the success achieved from this project, please click here.