Wightlink has launched its new website, designed to make it easier for customers to book cross-Solent travel and encourage holidaymakers to choose the Isle of Wight.
The new site at www.wightlink.co.uk is faster to use and more straightforward to navigate. It has been designed with ‘mobile first’ in mind, as users now access the website in more ways than ever.
Right from the start of development, the ferry company asked a wide range of people to give their opinions on the previous website and suggest improvements. They included commuters, regular travellers and mainlanders who had never taken a ferry before. The design team also sought advice from Wightlink staff who work closely with customers. Many of these people went on to ‘road-test’ the first draft site.
Stuart James, Wightlink’s Marketing and Innovation Director, says:
“Our new website has been designed by our customers, in collaboration with our web developers, and it has been invaluable to gain their insight into how they search for information. For example, one piece of feedback from customers is that it could take a while to locate our timetables. Now there is a link to them on the top of every webpage.”
Wightlink has used the latest technology to enhance the booking process. Once logged into their account, customers now have all their bookings and passes at their fingertips.
Islanders have a further level of personalisation as the system recognises Isle of Wight postcodes and adapts the direction of travel and prices accordingly.
Steven Piper, Founder of the web design agency Si digital, adds:
“Using valuable customer insights, we were able to build a user-focused website that is both attractive and responsive, enabling Wightlink’s customers to make bookings quickly and efficiently.”
First impressions are important. Wightlink’s home page now shows the most relevant information for all customers.
- Ferry booking panel
- Account login
- Latest service status
A streamlined process quickly takes customers through the various stages of making a booking. Improvements include:
- The opportunity for customers to buy their first vehicle Multilink Pass online
- Swift online purchase and top-up of Multilink Passes and Season Tickets
- Priority boarding places can now be booked online
- A vehicle registration look-up helps customers to select the size of their car
- Customers with Business accounts now have a dedicated Hub with essential information
Supporting the Island’s economy
Wightlink is also committed to encourage holidaymakers to choose the Isle of Wight. In addition to comprehensive information about ferries, the new website includes ‘Wightlink Explorer’, an interactive map-based tool that highlights places of interest, accommodation providers, attractions and beaches.
An inspiring blog shares popular and quirky features about Island life to spark further interest in the Isle of Wight. Topics range from where to spot sea eagles to the best cycling routes and where to enjoy award-winning local produce.