Problem

Holland America Line’s Homepage had underperforming, outdated below-the-fold content—not to mention almost-as-tired content for core products across multiple markets.

The user experience was unclear, and there was no framework to take advantage of forthcoming personalization efforts.

Solution

Starting with updating the existing homepage content and eventually adding in different sections for brand and product content.

Then, using insights gathered from analytics (below), I revamped the homepage layout and created new content for each section.

Result

• Homepage to booking increased ~18%

• Tile engagement increased up to 50x

Who I worked with

Product managers, designers, engineers, as well as analytics, sales, marketing, and legal teams

problem

Homepage and promotion pages had little to no analytics information.

solution

A robust analytics dashboards for the homepage, as well as flexible dashboards that could be adjusted by promotion and product. These highlighted page, section, and component performance.

Result

These dashboards helped increase homepage booking (18%) and tile engagement (up to 50x).

Who I worked with

Product owners, analytics team