Royal Caribbean Group
Case Study
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The Challenge
Royal Caribbean Group sought to optimize its conversion rate optimization (CRO) capabilities to increase the impact of their testing. They were looking to increase their number of statistically significant tests and get some quick wins. Additionally, they needed infrastructure to support higher velocity and testing at scale.
The Solution
Chirpy implemented initiatives to improve testing, analysis, and optimization processes.
This included creating standard templates for testing, developing quarterly roadmaps to prioritize testing efforts, and building out a program management hub and workflows to streamline coordination. It also involved leading workshops covering critical methodologies like governance, reporting, heuristic reviews, and goal tree mapping.
As a final step, Chirpy identified ways to build on these efforts going forward. Overall, these elements enabled more structured experimentation capabilities, helped focus high-impact optimization areas, provided needed resources and training, and outlined both tactical and strategic plans to level up CRO.
How Chirpy Helped
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Provided Experimentation Playbook
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Created a quarterly CRO roadmap
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Trained, implemented, & designed a program management hub & related workflows
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Provided test doc templates
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Trained on pre-test calculation processes
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Performed heuristic analyses
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Led workshops on reporting, governance, heuristic analysis, and goal tree mapping
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Geotargeting brainstorming session
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Provided opportunities for moving forward
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