Case Study: London North Eastern Railway achieves higher transactions and revenue with Valtech’s Optimizely integration

LNER boosts transactions 11% with Valtech

London North Eastern Railway (LNER) faced the challenge of simplifying an overwhelmingly complex online ticket booking process for its passengers, which offered a bewildering 55 million ticket combinations. Valtech was engaged to help LNER create a game-changing website that would make purchasing train tickets flexible, intuitive, and transparent using the Optimizely platform.

Valtech implemented a solution that flipped the booking process to show cheaper tickets first, removed digital clutter, and created a rich mobile experience. The new Optimizely-based site integrated multiple third-party systems and included a separate, accessible booking flow that achieved RNIB AA certification. This resulted in an 11% uplift in transactions, a 13% uplift in revenue, and a 19% increase in the desktop conversion rate for LNER.

London North Eastern Railway (lner)