swot analysis digital development ecommerce [repaired]
TRANSCRIPT
DIGITAL DEVELOPMENT&
ECOMMERCE4TH JULY 2016
• SWOT ANALYSIS EXEC OVERVIEW• CHANNEL DISSECTION SWOT ANALYSIS:
– SWOT ANALYSIS DESIGN– SWOT ANALYSIS SEO– SWOT ANALYSIS ANALYTICS– SWOT ANALYSIS DEVELOPMENT (minus competitor
information)• APPENDIX
• SWOT ANALYSIS ON DESIGN ON ALL COMPETITIORS
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CONTENT
SWOT ANALYSISEXEC OVERVIEW
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MSCANL
MSCIBE
MSCDSN
NCLANL
NCLSEO
NCLDSN
PRINANL
CELSEORCL
Analytics
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SWOT ANALYSIS – EXEC OVERVIEWStrengths
Threats
Weaknesses
Opportunities
RCL DSN
RCL DSNIBE
RCL DEV
RCL DEV IBE
CELDSN
CELDSN IBE CEL
DEV IBE
CELDEV
CELANL
PODSN
POIBE
POSEO
POANL
PRINDSN
PRINIBE
PRINSEO
RCL SEO
NCLIBE
MSCDSN
Key:DSN – DesignDEV – DevelopmentANL – Analytics IBE – Booking funnelSEO – Search Engine Optimisation
RCL NCLPrincessP&OCelebrity MSCKey:
Weaknesses
RCL Analytics
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SWOT ANALYSIS – EXEC OVERVIEWStrengths
ThreatsOpportunities
RCL DSN
RCL DSNIBE
RCL DEV
RCL DEV IBE
RCL SEO
Any design weaknesses are being addressed within current projects and any opportunities align with our current web strategy including to continue with device responsive, clarify the key journeys & optimise content to strengthen our position even further within 2017.
A number of weaknesses have been highlighted which can only be fixed in the IBE on design through development. Cruise Plus needs a CAR for Web IBE investment for us to meet our competitors booking experience & to achieve direct share. Where Celebrity are ahead, RCL's search integration project will move us ahead of them once it's live.
We are successful in all aspects of our web channel in the last 2 years because of the strength of control we have, rapid integration of development, low costs to develop and fundamentally working towards a strong and robust information architectural set up of the site/database. There are many more opportunities in this area which could turn into threats if investment decreases.
Tag management on IBE, QA on channel measurement will move us more into the strength/opportunities corner. Analytics capability with RCL is strong when it is resourced up and even then with more effort there can be more opportunities to dive deeper more often to obtain greater insight into customer journeys to keep us data driven via a customer centric outlook serving up engaging and relevant content for the user to aid the booking flow.
SEO weaknesses on site speed is being addressed. There are plans to look at opportunities for FAQs & growing visibility for holiday keywords in late 2016/2017 to strengthen our position. The US.com site is the biggest threat with rankings outperforming us due to them needing to make significant technical changes to allow local domain authority. Resource/support challenges from the US prevents this currently although we are still perusing it.
DESIGN SWOT ANALYSIS
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Strengths:• Colourful, clear theme and attractive• Easy to use with a clear navigation bar at the
top, big buttons and menus • Clearly organised and structured• Contact details clear and easily accessible• Site navigation menu at the bottom is simple,
big and clear• Clear links to Twitter, Instagram and other social
media and blog (important in a time when social media is more widely used)
• Plenty of detail accessible and easy to read for those who want it
With regards to process of booking a cruise:• Easy to navigate and narrow down choices• Date range available• Variety of variables including location, type of
ship, budget/price range• Small number of pages to navigate• Terms and conditions good size and clear to read
Weaknesses:• Slow scrolling up and down the pages
sometimes – being addressed or – needs IBE investment
• Some buttons/boxes you have to press twice, needlessly wasting time – being addressed
• Bit of a slow transition between pages – being addressed – needs IBE investment
With regards to process of booking a cruise:• Limited options for specific locations-very
specific routes but would be nice to be able to tailor route options a bit – decided by global
• Picking multiple rooms is unintuitive. The need to call some at 7p a minute to book multiple rooms, connecting rooms etc. defeats the purpose of the website somewhat – being addressed with free phone numbers and needs IBE investment
• Lack of diagram/map when picking room to see where it is in the ship – needs IBE investment
RCL
Opportunities (Idea from):• Reforming website to allow the booking process to
be completed online-such as by allowing multiple rooms to be booked online
• Adding option to add cruise as favourite/saved choices (P and O, Princess)
• Option to search a cruise via holiday/cruise number (P and O)
• A system where navigation bar shows number of options available once you put in your variables (P and O)
• Put in a cinema style map/diagram to see location of cabins on ship (P and O)
• Calculator/total at the top to quickly review costs of overall holiday (P and O)
• Allow details of all passengers to be filled on one big page (NCL)
• Reform website to allow all booking on one page system (MSC)
• Option at top to change country and language (NCL)• Royal Caribbean seems a lot bigger so can offer more
variety and options in general
Threats:• People deterred from booking online
as it involves calling someone up anyway at some point under some circumstances – Can’t be helped considering the audience we are going after/complex product/currently we are a tool to help the customer book over other brands and over other trade partners
• Lack of option to save options will frustrate customers and slow/stop them booking if they face technical issues and have to repeat process numerous times – being addressed
• Slow scrolling will lead to traffic potentially – being addressed RCL
Strengths
Weaknesses
Opportunities
Threats
Design
RC
P and O
Princess
Celebrity
NCL
MSC
Strengths
Weaknesses
Opportunities
Threats
Layout
RC
P and O
Princess
Celebrity
NCL
MSC
Strengths
Weaknesses
Opportunities
Threats
Navigation
RC
P and O
Princess
Celebrity
NCL
MSC
Strengths
Weaknesses
Opportunities
Threats
Scope of options
RC
P and O
Princess
Celebrity
NCL
MSC
Strengths
Weaknesses
Opportunities
Threats
Booking
RC
P and O
Princess
Celebrity
NCL
MSC
SEOSWOT ANALYSIS
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ANALYTICSSWOT ANALYSIS
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Digital analytics capability
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Digital analytics marketing measurement capability
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Strength of analytics & insight for the customer journey
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Digital Analytics League Tables – MAY 2016
DEVEOPMENTSWOT ANALYSIS
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Strengths Weaknesses• In brochure ware
• We can develop and deploy rapidly to meet shifting business needs• We have in-depth analysis available• Development costs are low• No CMS means we can do anything we want to the site, whenever we want, quickly and cheaply• Direct control of the developers to dictate priorities• Tight integration of analytics, content, SEO etc with development process.
• We are limited to development on UK brochure ware only• The US site is untouchable• The IBE is untouchable because
• The booking engine is going to be replatformed so the current IBE is now not going to be developed any further
• There are many stakeholders across multiple brands and regions which each change has to be agreed and budgeted with
• Development cycles are 1 month+ at the very shortest, but more typically 3 months+ owing to front-end development cycles being tied to back-end cycles.
Opportunities Threats• No cruise web site is particularly great. The first to achieve a great site will generate brand preference that the
others will struggle to match.• In brochure ware
• Enable AB/MVT capabilities• To do this properly would require an integrated CRO/analytics role and process, but the
potential benefits are huge• Significant number of development ideas captured, any of which could improve the web site
experience.• Greater access to US data to drive site content (e.g. logins, shorex)
• In the new IBE (launch date TBC, but probably 2017)• Ensure brand separation to minimise the number of stakeholders and to separate development
requirements• Enable rapid development to deliver CRO opportunity• Potentially have the new IBE developed as an API so it can be built and run by a 3rd party for our
brand• Mobile responsive
• In the .com environment• We could go on the globalised platform and benefit from the US doing all the development at their
cost• We would have one consistent site
• Set the development roadmap in stone, and ring-fence all required resource in advance to prevent other projects impacting schedules or ability to deliver
• In brochure ware• Insufficient funds and resource• Unplanned work eroding resource, impacting schedules and deliverability• Trying to do too much at once impacting quality and schedules and therefore faith in the
team/platform.• In the new IBE (launch date TBC, but probably 2017)
• Equal or greater development time scales, more brands, regions and usage, and more stakeholders could hamper ongoing development.
• In the .com environment• We could go on the globalised platform and be entirely limited to US and International development
schedules and priorities with limited ability to develop what we need.• The US work on monthly migrations schedules.
Development SWOT Analysis
APPENDIX
01/05/2023PROPERTY OF ROYAL CARIBBEAN INTERNATIONAL
Strengths:• Big clear buttons and boxes• Big clear links to social media accounts• Site navigation at the bottom is clear and structured
with a good size font• Bright colour scheme• Contact details clear at the top• Space at bottom to enter email for offers, clear and
good sizeWith regards to booking a cruise:• Easy to navigate bar to pick cruise, with a quick button
saying how many cruises matching your preference are available
• Chance to add cruise as favourite/saved choices• Option to search a cruise via holiday/cruise number• Can go through whole process by website, do not need
to call anyone• Can book location of cabin and type of cabin on website
easily, like you would pick a cinema seat• Very good pictures, option to see the type of cabins• Can enter a lot of detailed information in on the website
so you can tailor your choices quickly and easily• Calculator/total at top to quickly review overall costs
Weaknesses:• Colour scheme not consistent-
advertisements of offers make the theme and website looks a bit jumbled and confusing
• Bottom of page gets a bit jumbled and confusing
• Colour scheme/theme not as appealing as other websites
With regards to booking a cruise:• No option to pick the ship• No option for date range, only
departure date, easier to choose but less options
• Pages a bit slow to navigate, more pages than others P&O
Opportunities:• Saved choices gives chance to
build knowledge of the customer and target promotions in addition to use of cookies
• Open date range to allow greater scope for options
• Speed up page navigation• Reform process of entering in
details from slow transitioning panels to faster moving pages
• Allow option to enter detailed medical information on the website
Threats:• Consumers leave site due
to colour scheme and too many promotions of deals
• Consumers miss the booking bar at the top and do not know how to enter their preferences
• Slow transition of page details causes traffic and deters some consumers
P&O
Strengths:• Colourful with clear theme• Big buttons/panels to navigate at homepage• Clear navigation bar at the top• Scrolling panel at the top can change through user
control, not restricted time to click on it• Navigation options at top expand out into panels
by just hovering cursor over them• Contact details advertised clearly• Search bar easily accessible at the topWith regards to booking a cruise:• Quick to access and navigate through pages• Has option for location/decks/ type of cabins etc.
The cinema seat style diagram/options is good and useful
• Can go through whole process without having to call someone
• Terms and conditions good font size• Save options for cruises• Review box on the side is good/useful• Good amount of detail on cruise from outset
Weaknesses:• Site navigation at bottom is cluttered, difficult to use • ‘Contact us’ and ‘Booked Guests’ button twice on same page
necessarily• The expanded navigation bar an be unnerving, confusing at first• The advert panels/boxes seem out of place• Social media links are too small and out of the way at the
bottom• Some links/buttons too small in comparison to othersWith regards to booking a cruise:• Pop up of signing up to options is unnecessary and disruptive• Harder to read later pages, non intuitive, too many words, not
enough big buttons and pictures• Boxes too cluttered, too many words and too small to really use
well• Pop ups of people to guide you through process is potentially
useful but sometimes annoying and inconvenient. More likely people on website want to book through there and not use phone anyway
• No option for date range, only start date• Navigation bar a lot smaller and harder to see/use• Larger number of pages• Pages cluttered and more like an old style page, not suited to
iPads/tablets, unlike the other websites-old fashioned and not modern or colourful enough
• Harder to book multiple rooms• More expensive and difficulty in booking everyone together PRINCESS
Opportunities:• Remove pop ups and add them as
options elsewhere• Redesign pages to make them
more modern-bigger boxes and buttons, less writing
• Add date range option• Make navigation bar bigger and
move to more prominent location• Move process of entering
information onto bigger but less pages
• Make it easier to book multiple rooms with multiple people
Threats:• Consumers likely to leave
website through booking process if pages get too cluttered and pop ups deter them away
• Consumers more likely to find a better deal elsewhere when booking for multiple people/rooms
• Company likely to fall back in relevance if website unable to reform and adapt to new forms of interaction such as through touchscreens and tablets
PRINCESS
Strengths:• Very colourful• Good, consistent theme• Big buttons/boxes-easy to navigate• Quick scrolling up and down• Clear links/information for contact information and FAQs• Clear links to social media• Site navigation at the bottom clear, but come be more
attractive• Button to bring up a bigger main menu• Boxes are one click, no need to click twice• Clearly organised and structured• Quick links to detailed information but in easy to read format• Button start booking process is good and highlighted quicklyWith regards to booking a cruise:• No navigation bar but a button in the corner, which is quickly
highlighted• Opportunity to type in unique cruise number• Big pictures/buttons, very easy to use• Clean but colourful• Series of option pages also follow this theme and it is very
good• Able to pick date range• Pick number of passengers from the outset
Weaknesses:• Site map at bottom could
be better/easier to use and less cluttered and more spaced out
• Menu button could be bigger and better placed
• In ability to pick multiple rooms without calling someone up
• Button to start the booking process is placed out of the way and could be missedCELEBRITY
Opportunities:• Reforming website to allow the booking
process to be completed online-such as by allowing multiple rooms to be booked online
• Adding option to add cruise as favourite/saved choices
• Option to search a cruise via holiday/cruise number
• A system where navigation bar shows number of options available once you put in your variables
• Put in a cinema style map/diagram to see location of cabins on ship
• Calculator/total at the top to quickly review costs of overall holiday
• Allow details of all passengers to be filled on one big page
• Reform website to allow all booking on one page system
• Option at top to change country and language
Threats:• People deterred from
booking online as it involves calling someone up anyway at some point under some circumstances
• Lack of option to save options will frustrate customers and slow/stop them booking if they face technical issues and have to repeat process numerous timesCELEBRITY
Strengths:• Colourful• Clear theme• Clear contact information at the top• Option at top to change country• Expanding navigation buttons• Big scrolling picture menu, can be navigated by user
directly• Big, clear buttons to help navigateWith regards to booking a cruise:• Train like booking form-specific and direct in terms of
dates and range • Effective and intuitive way to pick seats, with deck plan
and diagram etc.• Able to go through and book completely on the website• Able to enter all family/passenger details on one page,
a lot easier to use and quicker• Gives the route clearly as well as itenary and deck plans• Smaller number of pages to navigate through• Navigation bar at top is clear and useful• Suggestions of other cruises/recommendations is good
Weaknesses:• Information at bottom too small and
wordy, hard to read• Site map at bottom, tightly packed and
hard to read• Expanding navigation buttons at top opens
ups more options which are awkwardly placed a bit
• Social media links too small and at the bottom, out of the way
• Theme is sort of bland• FAQs link too small• Latest news panel was too big possibly
and could be placed elsewhereWith regards to booking a cruise:• Train like booking form is less intuitive
than other websites• Terms and conditions font size could be
bigger NCL
Opportunities:• Change train booking style
box/form to a navigation bar like competitors
• Remove words at bottom half of page, clean up and use more big buttons/boxes
• Reform the way the navigation bar expands
• Use a more exciting theme• Move social media links to a
more prominent location• Have a separate section for
news, maybe on a separate page
Threats:• Consumers deterred to
book holiday by the difficult to use train like booking form and the block of writing at the bottom and will take them longer to do so if they do so more likely to create traffic
NCL
Strengths:• Colourful• Good/attractive pictures• Structured boxes• Clear navigation bar at the top• Clear search bar at the top• Scrolling navigation bar at the top is clear and
controlled by userWith regards to booking a cruise:• Chance to use departure port• Chance to choose price ranges• Ability to book holiday on the website• Going through all deatails is pretty siple• Use of deck maps and cabin selection diagram• All in one sort of page system so easy to
navigate• A useful summary bos on the right hand side,
easy to use too
Weaknesses:• More writing than buttons, harder to
read• Site navigation at bottom small, tightly
packed and hard to read• Social media links at the bottom, too
small and out of the way• Button to change country is there but
too small and up our of the way in the corner
• Space to enter you email address but it is too far down the page and out of the way
With regards to booking a cruise:• Use of small box on side, compact but
harder to use• Only option to choose one date rather
than date range MSC
Opportunities:• Cut down on the writing and
use more bigger buttons, like competitors
• Open up site navigation menu• Move social media links, box
to enter email and change country button into better location and make bigger
• Introduce opportunity to book date range
• Open up boxes to enter in information
Threats:• Consumers deterred from
booking holiday because of lack of date range option
• Consumers deterred due to block of writing at the bottom and will take them longer to book holiday if they do so more likely to create traffic
MSC
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SWOT ZOOM
NCLSEO
CELSEORCL
Analytics
RCL ANL
CELSEO
POSEO
POSEO
RCL SEO
PRINSEO
RCL SEO
PRINSEO
NCLSEO