For the relaunch of their website, Bodensee Schiffsbetriebe were looking for a partner who, besides having the technical competencies for the implementation of a modern, mobile-optimized website, also had considerable experience in online marketing and e-commerce.
Who is Bodensee Schiffsbetriebe GmbH?
Bodensee Schiffsbetriebe GmbH (BSB), was established in 1824 and their first regular ship connection dates back to the times of the monarchy. Since May 15, 2003, Bodensee Schiffsbetriebe GmbH has been a subsidiary of Stadtwerke Konstanz GmbH. BSB operates a fleet of 16 passenger ships, has more than 200 full-time employees and generates an annual turnover of EUR 16 million. In 2022, the first fully electric ship (E-ship) was put into service.
Of particular importance to BSB was the redesign of its web presence with an improved user interface for the online ticket system to enable visitors to purchase tickets digitally and, above all, to make it easier for them to do so. The old BSB online ticket shop was to be modernized and integrated into the website.
What problem was the client facing?
The objective of the web project was to create a new website with a user-centric approach as well as the integration of a ticket system / webshop in Drupal 8/9. The following challenges were to be solved by 1xINTERNET:
- Modern and fast user experience
- Fast and user-friendly search
- Performance optimization
- Interactive timetable
- Integration of a headless commerce solution to sell tickets online
- Cross- and upselling
How could we help?
In the first stage of development we conducted workshops with Bodensee Schifffahrt to develop personas and user journeys. The results were used to develop a holistic concept for the new website. The intention was to display relevant content for different target groups.
In the second stage, a web store was set up to display tickets for trips from A to B, but also various event and round trip tickets with a limited number of participants (contingent event tickets), combination tickets (shipping tickets which include admission to tourist destinations), season cards (annual tickets) and gift vouchers.
In the background, analytics and tracking tools were implemented to evaluate visitor behavior. Based on the collected data, the next step is to implement a design update and further user friendliness optimizations.
Why was Drupal a good fit for this project?
After BSB had conducted extensive market research on various content management systems, the decision was made in favor of the open source CMS Drupal. BSB specifically looked for an agency that had years of experience and good references working with Drupal.
Main features of the website
Interactive timetable with React
BSB offers users an online timetable. This was optimized as part of the relaunch with React. The backend of the search was not changed. Instead, the search interfaces were implemented as REST endpoints.
Animated map
In addition to displaying the different routes and travel times of the interactive timetable, an animated map was implemented.
ElasticSearch / React
For the full text search, which is available on all pages, as well as for the experience search, ElasticSearch was implemented in the backend. This enables predictive search suggestions. ReactiveSearch was used in the frontend, allowing users to improve search results for themselves without the hassle of reloading.
Progressive Rendering
The BSB website uses large, emotive images. It was important to display these as quickly as possible in the browser. By using progressive rendering, lower-resolution images are loaded first and whilst the visitor can already look at the other content on the website, are successively replaced with higher-resolution versions.
Main functions of the webshop
Selection of various tickets
BSB's POS (point-of-sale) system was connected via API in order to be able to offer various ticket types.
Online tickets as PDF
Purchased tickets are sent to the user via e-mail in PDF format with a QR code which facilitates the checking in process on the shipy. In addition, the function of a "Failed Mail" has been set up. This informs users when a booking is unsuccessful and no money has been debited and no ticket has been created. Via a link, the user is prompted to repeat the purchase.
Drupal Commerce
The integration of headless Drupal Commerce makes the ticket purchase function possible. Drupal Commerce includes the management of products, orders and payments. The data structure, similar to Drupal itself, is flexible and can be modified, which enables the mapping of specific sales scenarios.
Headless display of all widgets and products was implemented using React apps, the data required is fed from Commerce APIs.
Analytics and tracking
Google Analytics is being used to constantly record and evaluate visitor behavior in order to optimize the web presentation.
Deep integration with Stackpath CDN
The integration of Stackpath CDN makes the webshop, but also the website, load faster. This prevents server overload during ticket booking.
Personalized shopping cart
An analysis of the shopping cart, based on user behavior, will suggest personalized up-selling and cross-selling of products to the user.
What success has already been achieved with the connection of the web store?
In 2019, around 8,000 transactions were made with the previous ticketing system; this number had already risen to more than 20,000 with the new webshop in 2021, and in 2022 it was even higher at more than 32,000 online purchases. Over this three-year period, we are talking about a fourfold increase in online sales. It should be taken into account that not all ticket types were yet bookable in 2021. Sales of individual products and categories are tracked with Google Analytics and compared to the sales figures in Drupal Commerce, top sellers are identified and the dwell times in the purchase process of the individual products are analyzed and optimized accordingly.
From the client
"We have set up a website and a reliably functioning webshop. Both can be tracked, successes measured and are designed to keep everything technically up to date so it can be adapted and further developed in the years to come. With the new webshop, we have already more than doubled our online sales.
Another success factor for me is that we work well together and have established a level of cooperation that is satisfying for both sides."
David Conrad, Online Marketing Manager, Bodensee Schiffsbetriebe GmbH (BSB)
Reflections from the cooperation with 1xINTERNET
For BSB, communication and trust are important factors when working with a web agency. This project worked very well with 1xINTERNET. Due to the increasing online sales, the web store, especially in seasonal times, becomes an indispensable and important sales channel.
"With 1xINTERNET, we have found a web agency with whom we can work well and with whom we see eye to eye. Together we have developed a workflow in which we exchange digitally via a ticketing system and for personal coordination in weekly video calls", states David Conrad, Online Marketing Manager BSB.
Regular deployments lead to continuous development and a dynamic way of working. "The web store runs very steadily and has not had any serious outages at all."
The relaunch of the website and the integration of the webshop enabled a long-established company like Bodensee Schiffsbetriebe GmbH to take a step further towards digital transformation.
