Case Study: Amtrak Pacific Surfliner achieves nearly 50% YoY increase in referral traffic with Optimizely

Amtrak Pacific Surfliner increases referral traffic nearly 50% YoY with award-winning website

The LOSSAN Rail Corridor Agency manages Amtrak’s Pacific Surfliner, a 351-mile coastal route serving 27 stations and nearly 3 million annual riders. After assuming operations in 2015, LOSSAN needed a modern, customer-focused website to compete with car travel, handle spikes in online traffic, enable personalization, and reduce reliance on IT—capabilities the legacy Ektron CMS could not provide.

LOSSAN selected Optimizely with implementation partner Nansen to migrate to a cloud-based, scalable CMS with built-in personalization (Visitor Groups) and agile workflows. The redesigned site won Optimizely’s 2019 “Most Innovative Digital Solution” award and delivered strong results, including nearly a 50% year-over-year increase in referral traffic, improved user experience, and greater operational agility.

Amtrak Pacific Surfliner

Emilia Doerr

Marketing and Communications Manager