355% Increase in Conversion Rate: How NAV43 Simplified the User Journey for Polar Latitudes

CRO Project Overview

Polar Latitudes specializes in immersive Antarctic expedition cruises, offering once-in-a-lifetime adventures aboard small ships. With a highly engaged audience and strong paid media campaigns already in place, the biggest barrier to growth wasn’t awareness—it was conversion.

That’s where NAV43’s Conversion Rate Optimization (CRO) strategy came in.

Conversion Rate Optimization (CRO)

We leveraged our Conversion Rate Optimization (CRO) services to simplify the user journey for Polar Latitudes. This included user behaviour analysis, landing page redesign, form friction reduction, and strategic use of A/B testing to guide high-value prospects toward conversion. We also implemented trust-building elements and click-to-call functionality tailored to the target demographic.

The CRO Lead Gen Challenge

Despite strong interest and steady site traffic, Polar Latitudes struggled to convert visitors into leads. Website behaviour revealed a recurring issue: decision fatigue. Prospective travellers were overwhelmed by the number of trip options and hesitant to commit to such a high-cost, high-stakes experience.

  • Visitors often bounced between multiple itinerary pages without converting.
  • Many revisited the site multiple times before taking any action.
  • The most common drop-off points suggested uncertainty—not disinterest.
Our audits confirmed what Google Analytics was hinting at: the path to conversion needed to be simpler, faster, and more confidence-inspiring.

Strategy & Approach

Hero Offer + Orphan Landing Page

  • We created a focused campaign around a single, high-value, all-access expedition that bundled Polar’s most popular features. By isolating this campaign on a distraction-free landing page, we removed comparison fatigue and helped visitors feel confident in their choice.

The Results

In just a few months, Polar Latitudes saw a dramatic shift in performance:

  • Conversion rate on Meta rose from 1.92% to 8.74% — a 355% increase
  • Cost-per-lead (CPL) dropped 85.59% in 6 months
  • 1,190 qualified leads generated in just 3 months

Key Takeaways

  1. When product choice overwhelms prospects, simplification is the fastest path to conversion.

  2. CRO isn’t always about testing colours or headlines, it’s about reducing friction and guiding decisions.

  3. Trust cues and human contact are even more important for high-value, high-consideration purchases.

Ready to Convert More Traffic Into Revenue?

If your business has strong traffic but weak conversion, it’s time to optimize your user journey. Let NAV43 show you what’s possible with strategic CRO.

Talk To a Travel CRO Expert

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