Boosting Mobile Conversions for a Luxury Cruise Line
Virgin Voyages is a world-renowned brand offering adult-only luxury cruises. Monstarlab was tasked with improving the conversion rate of mobile website bookings in time for the 'Wave Season', the busiest revenue generating period of the year when cruise providers give the best offers to potential customers.
Monstarlab’s team, bolstered by AB testing specialists, Chartis, conducted a UX audit and tech assessment identifying areas of opportunity. We looked at everything from experience flows for individual products to analytics tools, gaining a solid understanding of the business model and how the testing architecture could be enhanced for maximum impact. The team’s then worked in unison, crafting updated Experience design based on data-driven hypothesis. In the space of 3-months, our strict prioritization process identified and delivered 8 high impact A/B tests, resulting in 6 winners, with an average booking conversion rate increase for mobile users of 3.5%, and the highest performing test delivering a 6% booking increase.
Building Momentum
Working together with the inhouse experimentation team, Monstarlab and Chartis leveraged our expertise in mobile strategy design and data to deliver rapid results. We designed and tested variations of multiple aspects of the booking experience, analyzed the results and found opportunities to drive conversions. To capitalize on the success we also delivered an Experiment playbook and development-ready test specifications enabling Virgin Voyage’s teams to create further effective tests moving forward.
Immerse
We analysed user experience and reviewed existing data highlighting key opportunities for improvement.
Codify
We developed a repeatable framework with clear acceptance criteria principles to guide the experimentation process.
Experiment
We defined, designed, and tested the variants with real users.
- +5.7% increase in bookings (highest mobile winner)
- +6% increase in bookings (highest desktop winner)
- $20 million projected revenue impact
About Virgin Voyages
Virgin Voyages is the world’s #1 cruise line, based in Florida. The company operates a fleet of three luxuriously designed ships: Scarlet Lady, Valiant Lady and Resilient Lady that take passengers to over 100 gorgeous destinations. On-board, 20+ eateries feature culinary experiences from Michelin-star chefs, stylish workout spaces and group fitness classes are offered daily, and a festival-like line-up of intimate and larger-than-life shows are on the agenda.
Experimenting Together
The three teams of Monstarlab, Chartis and Virgin Voyages collaborated together layering capabilities and taking advantage of each other's expertise. This focused approach not only produced quick initial results but created fertile ground for future ideation and improvement.
“We were really impressed by how the Monstarlab and Chartis team integrated so quickly with our ways of working to deliver significant value in a short amount of time. Their expertise in both mobile experience and AB testing was clearly demonstrated by the high quality output which had a clear impact on our major business KPIs. We also appreciated how their transparent working style was focused on sharing their expertise to leave us in a stronger position than before.”
