Case Study: Norwegian Air improves customer experience with Optimizely

Norwegian Air is soaring with experimentation

Norwegian Air, a digital-native airline that sells about 70% of its tickets directly, needed a better way to optimize its booking flow and self-service customer journey while reducing friction and support demand. Working with Optimizely, Norwegian used experimentation and AI-driven insights to understand customer behavior and improve its most critical sales and service channels.

Optimizely helped Norwegian Air build a more data-driven culture through A/B testing, statistical analysis, and journey optimization across booking and post-purchase experiences. The result has been a more personalized customer experience, a new booking flow launched in the Netherlands with plans to expand, and a stronger decision-making process where only about 25-30% of tests become winners, helping the airline avoid wasted development work and continuously improve customer satisfaction.

Norwegian Air

Knut Olav Irgens Hoeeg

Chief IT and Business Officer