eVOC Insights conducts syndicated research, evaluating 10 different websites, to ascertain the industry leaders in brand affinity, user experience, and future call-to-action. For Cruise, eVOC Insights recruits 1000 respondents to evaluate one of 10 sites, including cruise providers (Carnival, Celebrity, Holland America, Norwegian, Princess, and Royal Caribbean) and online travel agencies (OTA’s) (CruisesOnly, Expedia, Orbitz, and Travelocity). Studies are conducted every 6 months.
As part of the survey, users are tasked to evaluate 4 key areas of the brand site, including the home page and cruise search and booking processes. For each task, the variety of question formats generate quantitative and qualitative feedback to formulate a complete picture of the users’ site interaction. All 10 sites are evaluated and ranked based on 4 key areas: brand impact, user experience, site performance, and future intent.
Insights from the Cruise syndicated research inform on a broad range of brand and site goals. Overall, the appearance and tone of a cruise site’s home page are crucial components for many users, by creating a lens through which they view their site experience. Compelling site design, destination-specific promotions, quick and easy search function, and intuitive navigation labels stand out as key home page drivers. Users specifically notice the hero images, and react positively, if engaging, and negatively, if stale.
Customer expectations also give rise to top 10 cruise site recommendations and additional site best practices. Furthermore, for each brand, areas of best performance, as well as areas for improvement, provide insight into potential site enhancements.