American Cruise Lines
Travel & Tourism
Additional Skills Utilized
- Web Development on the Sitefinity Content Management Platform (CMS)
- Custom Integration with Clients’ Customer Relationship Management System (CRM)
- Custom Sitefinity Widget Development
- Responsive Design
- Cross-Browser, Cross-Platform Compatibility and Testing
American Cruise Lines
American Cruise Lines is a family-owned, American cruise line company that designs and builds their own ships in the United States, with the comfort of their passengers in mind. With no more than 185 passengers on board, the intimate ambiance is perfect for both congenial camaraderie and quiet relaxation. The friendly, professional crewmembers offer an extraordinary quality of gracious hospitality and personalized attention.
American Cruise Lines offers small ship cruising that emphasizes the history, natural beauty and culture of the United States. They have an expanding fleet of ships that are ideal for rivers and inland waterways of the East Coast, Mississippi River, Pacific Northwest and Alaska, where large cruise ships are unable to go.
Launched in early 2012, the AmericanCruiseLines.com website was primarily informational, providing detailed itineraries, ships features, and descriptions of excursions. The site had a couple interactive features including the ability to request brochures and a travel agent portal to download promotional materials.
As American Cruise Lines’ fleet and number of itineraries grew, the website became more important in contributing to the growth of the company, but there were many limitations preventing that growth.
- Mobile Responsiveness – More and more customers were using mobile devices to research vacations and Google and other search engine providers were making mobile responsiveness criteria for high ranking.
- Maintenance – The manual entering and maintenance of all itineraries and pricing was an error prone and time-consuming process.
- Disjointed E-Commerce – The online booking form had a few issues: 1) The styling did not fit in with the rest of the Website; 2) Cruise event and room information did not always automatically populate the booking form; and 3) Room descriptions and disclaimers could not be managed by American Cruise Lines content administrators.
- Outdated Design – Over the years new ideas has been crammed into the existing website, and it was time for an overhaul to bring in up to the latest design trends, bring back consistency, and reduce clutter to improve user experience.
CTComp worked with American Cruise Lines’ designers and marketers to bring to market a brand new Website poised to help the company grow.
- Mobile Responsiveness & New Design – American Cruise Lines’ designers selected a theme to base the new Website design on. CTComp adapted the theme through applying custom styling to meet the website design requirements. The optimized mobile experience was essential for performance and usability.
- Easier & Improved Maintenance – Integration with the CRM was critical to streamlining cruise content maintenance. Cruise itinerary and pricing information is programmatically delivered to the Website when American Cruise Lines administrators update that information in their CRM. This also enabled American Cruise Lines to display special cruise pricing for specific events and sales on their Website.
- Streamlined E-Commerce – The redesigned American Cruise Lines booking form fits seamlessly with the rest of the Website, unifying the user experience. Direct booking links from the cruise information pages to the booking form automatically populate the cruise event and room information. New configurations for room descriptions and disclaimer text blocks provide easy maintenance to these areas. Rebranded email templates add consistency in the American Cruise Lines brand with the touchpoints they have with customers.
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