Case Study: National Rail Enquiries achieves 13–25% conversion lifts and faster time-to-market with OpenText Optimost

Opentext Optimost Strengthens Online Services Used By Millions

National Rail Enquiries (NRE), the UK’s primary passenger rail information service handling hundreds of millions of contacts a year, needed to increase the monetary value of conversions and grow registered users as it shifted customers toward digital self-service. With high traffic across desktop and mobile and long third-party development cycles, NRE required a way to validate site changes quickly and reliably before rolling them out to millions of users.

NRE adopted OpenText Optimost’s managed testing service to run continuous, large-scale A/B tests (about 30 experiments) and refine features like a shortened eCommerce funnel and per-fare “Buy Now” buttons. The program delivered double-digit conversion lifts (≈13% desktop, 25% mobile), mid-teens revenue growth, a 400% acceleration in time-to-market (roughly four months saved), and a 2% rise in registrations on a two-million customer base, while the managed approach freed internal resources.

National Rail Enquiries

Keith Stephens

Web Development Manager