Leading to a 38.5% increase in conversions and 40.6% longer sessions
Great Rail Journeys is the UK’s leading operator of rail-based holidays. With over 30 years of experience, they understand exactly what makes a holiday by train successful and their service has been recognised in both the Telegraph Travel Awards and British Travel Awards. Despite this success, the site had been developed based on what was believed rather than real evidence and they felt that with a deeper understanding of customers’ needs and desires they could offer a better experience and improved performance.
Great Rail Journeys’ website: before and after
To complete these objectives we:
Mental models, personas and experience maps were all used to inform the website redesign
Bunnyfoot did an excellent job of putting the customer at the heart of our approach to web usability. Previously, all our customer experience decisions were based on instinct rather than hard evidence. Working with Bunnyfoot, we were able to turn this on its head; we learnt some hard lessons about what we were doing wrong, but significantly improved the customer experience and online conversion as a result.
Marketing and Sales Director, Great Rail Journeys