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LNER

Putting train passengers first

How integrating Optimizely was a game-changer for LNER's website

A person holding a smartphone displaying the LNER app, which shows live departures and arrivals information for train stations, with a focus on Manchester Piccadilly and London Euston.

Industry

  • Travel and Hospitality

Technology

  • Optimizely

The big ticket challenge

LNER

Anyone travelling on the UK rail network will know that booking tickets online can be bewilderingly complex.

There’s an eye-watering 55 million ticket combinations available. Virgin Trains East Coast (VTEC), now known as London North Eastern Railway (LNER), wanted a game-changing website that made ticket buying flexible, intuitive and transparent.

We were happy to help.

  • A close-up of a smiling female employee wearing a red uniform, with a friendly and welcoming expression. The background is softly blurred, focusing attention on her face.
  • A person sitting at a desk and using a laptop, viewing the LNER website to select and book train tickets. The screen shows various travel options with prices and ticket types, while a potted plant and a wallet are visible on the desk.
  • A laptop screen displaying the LNER website, specifically the 'Live Departures & Arrivals' section. The screen shows live train departure information for a route from Manchester Piccadilly to London Euston, with minute-by-minute updates and service status.

A simple flip in thinking

LNER

The old ticket-booking tool promoted more expensive tickets. We wondered why we shouldn’t show cheaper fixed-price tickets first. Nobody else was doing it for some reason.

This meant travellers could compare ticket options and prices, then easily see whether a ticket was fixed or flexible. If they chose a more expensive combination than they needed, the system told them.

All digital clutter was removed with a filter that allowed customers to quickly view the cheapest fares or journey. They could also see when their ticket was valid, a personalized price breakdown of their booking and where they’d made savings.

To better serve travellers on-the-go — the majority of visitors to the site — we created a rich mobile experience based on analytics and user data, including the addition of PayPal.

Simple and fun

Improvements were designed to drive engagement and enhance the customer experience.

We did everything we could to make the interface simple and transparent. At the same time we didn’t forget the fun, down-to-earth tone of voice.

As part of the process, we got insights from user testing and an eight-week beta period to feed into further rounds of optimization.

The new site was built using the Optimizely platform. This industry-leading solution also involved integration with multiple third parties, such as CBE booking engine, IBM Interact, CyberSource and National Rail Enquiry.

Late and hungry

We made it possible for last-minute passengers who normally wait in line at a kiosk to purchase their ticket online within 15 minutes of their train departing.

Passengers could also pre-order food ahead of travel, and enjoy it being delivered straight to their seat. The cheese ploughman sandwich was a firm favorite with passengers, closely followed by tuna mayo.

Making it accessible

We created a separate, accessible booking flow optimized specifically for customers using assistive technologies.

Partnering with the Royal National Institute of Blind People (RNIB) for the site’s accessibility, we achieved the RNIB’s AA Tried and Tested certification. This meant there were no major accessibility or usability issues that could prevent a blind or partially sighted customer from using the site.

A sleek LNER Azuma train at a sunlit station platform, with the station's arched roof and surrounding architecture visible in the background. The train's modern design and vibrant colors are prominently featured.

The new ticket booking system is a vital tool for our customers, allowing them to quickly and easily purchase the right tickets for their needs, anywhere and at any time.

— Kristal Ireland, Head of Ecommerce & Retail, LNER

Results

LNER

Following the launch, we closely monitored the tool to ensure everything was running smoothly. The team produced daily analytics reports with weekly wrap-us and user testing leading to a program of continuous enhancements. 


11%

Uplift in transactions

13%

Uplift in revenue

19%

Increase in desktop conversion rate

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