Crystal’s new website, launched at the end of 2018, is proving its value with metrics that clearly show increased engagement. For example:
• Engagement among luxury shoppers, the most highly desirable segment, is up 158%
• Website page views are up year-over-year by 251%
• Request-a-quote lead activity (asking online for a callback) is up 35%
• Time spent on the Voyage Finder onsite engagement experience increased by 657%
• Bookings online increased over the prior booking engine by an astounding 1,150%
Behind the scenes, Sitefinity is having an equally powerful impact with integrations playing a leading role. An integration with MapBox provides visitors with interactive maps of routes and ports alongside pricing for each itinerary derived from the Versonix Seaware reservations system, which also feeds Crystal’s online booking engine. An integration with Salesforce is helping to generate an increased number of leads for sales with the ability to easily export leads from the site to Salesforce. Crystal also has integrations with with Panomax to display live feeds from ships at sea.
“A true advantage for Crystal is that Sitefinity’s integration capabilities are very straightforward,” said Gregg Taylor, Technical Director of Americaneagle.com’s Sitefinity Practice. “With Sitefinity’s Siteimprove plug-in, they are getting ready to utilize that platform to further improve things like SEO, accessibility and content quality. And with easy redirect of URLs, Crystal’s team can readily implement SEO properties, outperforming its competitors.”
When it comes to targeting specific audiences, Crystal serves up custom content by geolocation, especially useful for customers in Asia. A Sitefinity retargeting widget serves up a banner with the last voyage visited when customers go from the booking engine back to the site. Within the cruise industry, itineraries are posted well in advance, sometimes a few years ahead of time. Using the Sitefinity SiteSync module, Crystal, too, is now able to build itineraries well in advance, staging them in the module to quickly go live when ready, sometimes forty to fifty voyages at a time.
Moving forward, Crystal plans to upgrade to the latest Sitefinity version for even more streamlined content authoring and usability improvements.
In conclusion Freedman said, “The website transformation has vastly exceeded everyone’s expectations, with performance showing astonishing improvement in just a few months.”