Case Study: LNER achieves £1.6M+ incremental sales with Webtrends Optimize

Train company increase incremental sales using Webtrends Optimize CRO

LNER, the UK passenger train operator, faced growing online booking competition and limited internal resources to drive conversion-focused innovation. Concerned about making risky site changes without evidence, LNER engaged Webtrends Optimize and its A/B testing and targeting platform as a fully managed service to better understand visitors, reduce abandonment and increase incremental online sales.

Webtrends Optimize used analytics-led A/B, multivariate (MVT) and targeting tests to identify drop-out points, redesign pages and shorten the booking funnel. The managed MVT approach cut what would have been 256+ tests to 16, delivered an initial uplift of about £6,000 per month from special-offer testing, and helped drive over £1.6 million in incremental sales to date. Webtrends Optimize continues to support LNER’s ongoing optimisation program.

LNER

Conor Marron

Digital Optimisation Manager