Key Lime Interactive Identifies Best-In-Class Digital Cruise Booking Site in User Experience Report

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Key Lime Interactive (KLI), an industry leader in the competitive index reporting across a variety of industries, will begin fielding for their 2018 Cruise Competitive Benchmark Study this month. The report compares both the mobile sites and traditional websites for eight cruise brands including Carnival Cruise Lines, Celebrity Cruises, Disney Cruise Line, Holland America, MSC Cruises, Norwegian Cruise Line, Princess Cruises, and Royal Caribbean Cruise Ltd.

This type of report pushes innovation in an industry as each brand develops a strategy for personal improvement.

This report is not a classic industry report. “Rather than an expert review where researchers take a quick look at the capabilities of each brand, we measure, in a variety of ways, the experiences of users on each site.” reports Ania Rodriguez, Founder, and CEO of Key Lime Interactive. “Statistical analysis for variable ranking yields a clear picture of who significantly outperforms their competitors with respect to a particular established driver. Once we understand who is meeting customers needs and who, simply, is not, we can dig to find the root of why they are failing. This type of report pushes innovation in an industry as each brand develops a strategy for personal improvement.”

To evaluate digital experiences and demonstrated behavior in the cruise industry KLI observes hundreds of users as they participate in a study passively, in their natural context, from geographically widespread locations. A mix of experienced and inexperienced cruisers will visit a cruise website and perform a series of common tasks. Before, during and after task completion, several lines of questioning are asked so that Key Lime Interactive’s team of researchers can evaluate a series of drivers and determine how each site performs.

The report is comprehensive. Traditional website and mobile sites are reported separately and each includes screenshots, brand ranking in various areas, best-in-class details, a comparison of best-in-class to the buyer's own brand, associated recommendations, metrics related to success, ease and satisfaction ratings.

Stakeholders always responded favorably. “When we deliver the reports to design and digital marketing professionals they immediately use it as a strategic planning tool for the subsequent year. When teams align their product roadmap to meet the user’s self-reported needs it always results in site improvement”, says Eugene Santiago, SVP Research.

Additional Report Information

As part of their 2018 Competitive Benchmark Report, Key Lime Interactive will survey 2,800 people on mobile and desktop sites including Carnival Cruise Lines, Celebrity Cruises, Disney Cruise Line, Holland America, MSC Cruises, Norwegian Cruise Line, Princess Cruises, and Royal Caribbean Cruise Ltd.

Target participants are randomly assigned to review one site (web or mobile). During this review, participants complete a series of common tasks all while behavioral, quantitative and qualitative data is collected. Statistical analysis of this data is employed to rank sites and uncover the top drivers of loyalty and site satisfaction.

The methodology first aimed to understand experiences by using consumers’ self-reported preferences; which features and tasks were must-haves when it came to interacting with the site. These identified features were then placed into priority order to highlight their importance. This ranking was used in an algorithm to tabulate the final scores. Custom requests, such as data analysis that highlights the differences between those who have cruised with a particular brand vs others is accommodated to provide the most appropriate and valuable insights to report buyers.

Key Lime Interactive recognizes the importance of aligning business-centric goals with consumer-centric needs to produce winning solutions and makes this a core component to all deliverables. This incorporation of user feedback is a primary component for this and all studies across various industries ranging from finance, retail, hospitality, etc.

Research for 2018 report kicks off on November 20th for a report that will be delivered to buyers on January 7th, just in time for 2019 planning.

To purchase the published report, please reach out to Key Lime Interactive for more information at sales(at)keylimeinteractive(dot)com

Researchers, Designers, Executives, Journalists and Bloggers in the Cruise, Travel and Leisure Industry are encouraged to contact Key Lime Interactive with any additional questions.

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Jennifer Knodler
Key Lime Interactive
+1 3058090555 Ext: 11
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@KeyLimeInteract
since: 07/2009
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