I worked on Conversion Rate Optimisation (CRO) for the north of England’s biggest train operator, carrying more than one million passengers every day to 450 locations across the UK.
They had recently seen a decline in their online conversions with customers buying fewer train tickets.
Skills: Conversion Rate Optimisation, User Experience
THE PROJECT
After a period of discovery and immersion to help us understand the client and their wide customer base, our Insights team conducted in-person interviews to better understand the ‘pain points’ on the current site.
We used these insights to help guide our usability audit of the existing site, creating a serious of hypothesis that would be implemented as A/B tests.
Each hypothesis was supported by designs and annotations, explaining how each test should look and function.
Designs were validated using rapid online user-testing with a small audience, giving us the confidence in the anticipated outcome of each A/B test.
The results
33% increase
In revenue
47% success rate
For our CRO tests, versus the industry average of 25%
11% increase
In transaction conversion rate