Empower your customers
Today, online cruise customer journeys typically end in confusion due to poor product differentiation, lack of inspiration and questions left unanswered.
Our customer journey is built on consumer needs with special attention on millennials, families and other first time cruisers.
Taking them from confused to happy.
Wohoo – I am going on a cruise!
Today, customer journeys generally takes place online. From the moment the desire to go cruising is born, until the bags are unpacked again, consumers go through distinct 7 stages:
1. Research
After the need to go on a cruise is generated, the first step is generally to go online. It’s where inspiration is born and information is researched. You google, go on facebook, click on banners or talk to friends with cruising experience.
2. Search
The research process ends by identifying appropriate alternatives in a cruise search.
3. Evaluation
It’s now time to evaluate options/offers and choose your top pick.
4. Book
The checkout process is then initiated and air, hotel etc. is added
5. Payment
Payments play an essential part of the booking process. Before receiving the order confirmation a deposit is generally paid, and later on, final payment is made.
6. Preparation
Preparing for the cruise includes ticketing, pre-travel research, booking excursions and checking in online.
7. The experience
The experience is enjoyed and shared on social media or via word of mouth. You possibly write a review and hopefully plan your next cruise. The circle is completed.
Customer journey support
From the ground up, Dreamlake’s online solution is designed to support multiple stages of the customer journey.
Keys to conversion
Built on eCommerce principles
Dreamlake is all about boosting cruise conversion online. To be successful, the Dreamlake marketplace is powered by modern eCommerce principles.
Fast response times
The Dreamlake Platform is designed to be the fastest search engine in the cruise industry. It’s built on the realisation that endless on-screen “spinners” will cause frustration and that everything has to be seamless.
We won’t bore you with details, but there’s a lot technical stuff going on under the hood to make our platform as fast as possible. Image load time, accessing cruise line inventory and payments – these are just some examples.
Ready. Set. Sell.
Relevant information
The Dreamlake Platform makes an effort to answer all potential questions consumers might have online.
We avoid information overload causing consumers, especially the new-to-cruise, to get impatient and confused. The right information, however, will lead to conversion.
The million-dollar question is of course – what is the right information? To find out, we put ourselves in the position of the consumers. What kind of information does different target groups need to take themselves to the next step of the customer journey?
Feedback loop
We continuously monitor user behavior to optimize ease of navigation, conversion, and performance. The conversion rate is always in focus and we use an A/B testing loop to benchmark different solutions against each other.
Furthermore, consumer behaviour is also analysed with heat maps highlighting website navigation, thereby giving us clues whether or not the platform is used as intended.
These actions are just some of the ways we track consumer behavior. The endgame? To increase conversion using data driven decision making.
Intuitive Search
Want to find all cruises visiting Jamaica? Our powerful search engine is supported by carefully selected filters.
When typing, users are presented with relevant product and destination suggestions. The search process becomes more versatile and it’s easier to find what you are looking for.
To increase conversion,, Dreamlake will continuously introduce new search features guiding consumers to their preferred cruise.
Clear Calls to action
Spending energy figuring out what to do next is another major source of online frustration.
On the other hand, clear choices and personalized calls to action assist in guiding consumers. It goes beyond “just” finding the door to the following step – It affects the entire user experience, the ability grasp what’s being communicated. .
Not finding the door out kills customer journeys. That’s why we always make sure consumers in our platform know what go next.
Inspiration
The Dreamlake Platform includes image and text content enticing both mind and heart.
Traditionally, online cruise communication has focused almost exclusively on product hardware – not on lifestyle and cool vacation experiences. Communication is predominately text based with images playing only a small, supporting role.
At Dreamlake, we realise that inspiration is best conveyed with pictures and that the lack thereof is a big obstacle for conversion, especially for the new-to cruise.