From 1.05% → 3.58% Conversion on a High-Traffic Page
Redesigned a high-traffic Cruise Deals landing page to improve promotional hierarchy, urgency mechanics, and conversion flow — resulting in a statistically significant +240.97% increase in primary CTA engagement during a controlled experiment.
Duration
1 Month (Experiment Runtime)
Role
Product Designer
Team
Product Manager, Product Owner, Engineers
Client
Virgin Voyages
The Cruise Deals page serves high-intent users searching for limited-time promotions. A prior iteration improved mobile usability and introduced inline deal expansion to reduce redirect friction.
Despite these improvements, the page lacked clear promotional hierarchy and urgency. The primary offer was diluted among competing modules, limiting its ability to drive users into the booking funnel.
Step 1
Business Goal
Improve dining booking conversion and reduce friction before beta launch by introducing planner-aware AI guidance.
Above-the-Fold Optimization
Reduced the hero height and introduced a high-contrast, urgency-driven primary banner with a countdown and prominent CTA. Together, these changes ensured the main promotion appeared immediately on load and acted as a single dominant visual anchor.
Expandable Deal Architecture
Maintained inline expansion but reorganized deal details into clear, scannable sections. This reduced redirect friction while preserving momentum in the booking decision process.
Secondary Promo Prioritization
Repositioned secondary promotions to support — not compete with — the primary offer, reinforcing a focused and intentional conversion hierarchy.
Focused Supporting Pathways
Simplified "More Ways to Save" into lightweight shortcuts while maintaining Caribbean and Flex Pay visibility — supporting business goals without diluting the primary objective.
50/50 A/B Test — 1 Month
Primary CTA engagement lift (statistically significant)
0.0%
0.0%
Conversion rate achieved during test
AI Booking Assistant for Stress-Free Dining
87/100 Usability Score: Homepage Redesign
