Fred. Olsen: Website optimisation

Fred Olsen, the Norwegian/UK cruise line, tackled post-pandemic apathy with a new website that reflected the brand’s exceptional quality, resulting in improved site metrics and an increase in sales.

Executive Summary

With ambitious plans to grow their fleet, Fred. Olsen had cruise spaces to fill. To fill these spaces, they needed to acquire new customers and continue to increase the number of returning customers. Fred. Olsen Cruise Lines recognised digital bookings had the potential to offer much more to their business, and they identified a clear opportunity to improve the digital experience and drive the targeted growth.

To Fred. Olsen, not all cruising is the same. While the trend is for ships to get bigger and busier, they are proud to sail their own course — to do things...

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