Showcasing interior design prowess
Client
Cruise Loch Ness
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Key Services
- Information Architecture
- User Experience
- Development
- Ecommerce
Objectives
One of the most iconic tourism companies in Scotland, CLN’s ambition is matched only by their thrilling RIB trips. With a constantly expanding business, they wanted a new website that would help them grow, cater to a high volume of mobile traffic, and replace their existing booking system.
Specifically, our goals were to:
- Increase their online sales
- Showcase their amazing cruises and trips
- Craft a mobile-first user experience
- Help reduce their back office admin burden
Strategy
The strategy for CLN was two fold: create a simple yet visually compelling site that would showcase the stunning cruises and exciting rib trips on offer; develop a fully integrated booking system that would make it easy for users to buy tickets online whilst streamlining the back office administration.
Creating for content
There are no flashy gimmicks or crazy complex features on the CLN site. Instead, we paired good text with good photography to create great content and let the experiences CLN offer speak for themselves.
We also audited their content down from a large number of walls of text to a handful of key landing pages. This culling exercise helped focus the two core messages we wanted to convey: great boat trips and online booking.
Implementation
To promote the two main activities CLN offer, our concept for the site was deliberately direct; book a scenic cruise or book a speedy RIB trip. By building the booking form immediately in the hero area of the homepage with two tabs to clearly delineate the options available, we were able to facilitate a fast, mobile friendly, highly effective sales process.
Mobile first
Mobile use was also heavily considered throughout the process as the majority of users were accessing the site via mobile or tablet devices. A mobile-first approach was taken to ensure the site - particularly the booking process - was designed to work well on small screens and low bandwidth connections.
We were looking to make a big impact with a new website and Primate really cracked it for us, the feedback from users was extremely impressive. They also built a bespoke, fully integrated booking system which has seen sales almost triple in the first season. Needless to say, we are delighted.
