DFDS Seaways UK is redesigning its website with more dynamic content and is planning to unveil the service in august.
The ferry company is currently using eye-tracking technology to test the new design and also plans to add ski, short-breaks and Christmas markets content to reposition itself through the site as more of a short-breaks provider.
DFDS is also ramping up its affiliate marketing strategy with a series of promotions and bonus schemes planned for the year.
The company has reported a 50% increase in revenue through affiliates for the first couple of months of 2008 compared to the same period last year.
A promotion has been launched offering affiliates the chance to win a trip for two to the Affiliate Summit in Boston later this year.
The promotion is combined with a cash-back bonus of £25 for the first booking between February 15 and April 15.
DFDS works with more than 3,500 affiliates on both the Buy.at and TradeDoubler Networks.
In the next few weeks the company is to provide its affiliates with dynamic product feeds featuring its top five channel crossings, special offers or short-breaks while video banners are planned for the next few months.
The product feeds will enable DFDS to automatically update its affiliates with the latest content as well as enable the operator to manage its partners better.
Tom Fotheringham, DFDS Seaways UK Online Marketing Manager said: “We have a wide range of affiliates and PPC and travel sites work best for us. A lot of travel companies are looking for new distribution networks and affiliates are one of the most cost affective.”
DFDS has also put together a two-minute video explaining how it works with affiliates, its products and commission structure.