Case Study: Trainline achieves 50% ROI and a superior ticket-buying experience with Clicktale

Trainline - Customer Case Study

Trainline, Europe’s leading independent train ticket retailer serving over 11 million monthly visitors across 24 countries, needed to eliminate “minor moments of displeasure” that could dent conversions. Although strong with traditional analytics, the company sought deeper, on-page insight into customer intent and behavior to prioritize fixes that would maximize business impact.

Using Clicktale’s session-level behavior analytics and web psychology expertise, Trainline uncovered a UX flaw where customers accidentally clicked a one-way promotion and couldn’t book returns, causing repeated back-and-forth navigation and abandonment. After A/B testing revised layouts, the single improvement recovered 50% of Trainline’s annual Clicktale investment, reduced drop-offs, raised conversions, and established an ongoing workflow for prioritized, high-impact UX changes.

Trainline

Ian Randolph

Product Owner, Web