Case Study: redspottedhanky.com achieves over £1M annual sales uplift with Webtrends Optimize

Train ticket website’s sales expected to increase by more than $1.5 million using Webtrends

redspottedhanky.com, part of the ATOS platform, is an independent UK online train ticket retailer that faced stiff competition and a multi-step booking funnel that was losing customers. The company’s goals were to drive more visitors to the fares page, increase the number who reached confirmation, and lift average order value by simplifying the purchase flow and reducing distractions on the homepage search widget.

Using Webtrends Optimize, the team ran 12 A/B and multivariate tests over 31 days focused on the search widget (CTA placement, number of CTAs and calendar design), notably removing a distracting “Show lowest fares” button. The winning variant delivered a 5.76% increase in booking confirmations, an expected revenue uplift of more than £1 million (~$1.5M) per year, an estimated +12,500 visitors to Journey Details and +7,500 confirmations per quarter, a 57.46% rise in customers entering railcard details, a 10.24% increase in open-return bookings, and a simplified flow reducing clicks to six.

redspottedhanky.com

Gareth Woodhouse

Director