Optimising the Journey from Browse to Canal Cruise
ABC Boat Hire offers unique canal boat holidays across some of the UK’s most scenic waterways. As a well-established brand, they already had a strong reputation - but to drive more bookings, they needed more than just a great product. They needed a seamless digital experience and a strategy to bring the right customers to it.
THE CHALLENGE:
ABC came to us initially to design and build a website that could handle the complexity of their offering - multiple boats, routes, dates and third-party booking data - all while delivering a smooth, user-friendly booking experience.
Once that foundation was in place, the next challenge was growth. The site was performing well, but to increase bookings, ABC needed to drive more qualified traffic and guide users from inspiration through to confirmed reservations.
THE SOLUTION:
We approached this as a fully integrated project - combining development, UX, creative and digital marketing to support the entire customer journey.
On the development side, we built a bespoke e-commerce platform that integrates with multiple third-party booking systems, ensuring customers always see accurate availability and holiday options. Features like live promotional integrations (including Tesco Clubcard) and custom gift vouchers added flexibility and made it easier for customers to book.
A full UX review helped refine the journey, simplifying the path from browsing to booking and removing friction at key decision points.
With a strong platform in place, we turned our focus to driving demand. We launched a full-funnel paid strategy across Search, Facebook and Instagram - introducing ABC Boat Hire to new audiences with visually engaging creative, then nurturing interest through retargeting with more detailed, relevant messaging.
For users ready to book, we delivered clear, conversion-focused ads designed to turn intent into action.
THE RESULT:
ABC Boat Hire now has a fully connected digital ecosystem - where platform, creative and marketing work together to drive results.
The website provides a seamless, scalable booking experience, while ongoing digital activity brings in high-quality traffic and converts it into reservations. The result is a joined-up approach that not only increases visibility, but turns interest into bookings- supporting ABC’s continued growth.
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