Case Study: National Express achieves 22% higher website engagement and increased ancillary sales with Oracle Maxymiser

Oracle Maxymiser sets new roadmap for National Express customer journeys

National Express, a leading UK coach and transport group serving 1,000 destinations and part of a global travel network, needed to modernize and optimize its customer journeys after rebuilding its booking engine and moving to a new CMS. With testing central to its culture, the company required a clear roadmap and faster, safer ways to run experiments within a tight timeframe.

Partnering with Oracle Maxymiser—using a self-serve platform supported by a campaign design team—National Express ran beta trials with core contacts, handled complex tests externally and simple tests internally, and tested changes such as landing-page testimonials, an app-page refresh, and a redesigned ancillary product page. The work delivered a 22% increase in app-page engagement, a significant rise in ancillary sales and average order value, and direct sales lifts from testimonial-enabled pages.

National Express

Ashley Howe

Analytics and Optimisation Manager