Teams
NX
E-commerce Manager: Amrit Gil
Web Designer: Chris Sutcliffe
Front-end Developer: Manjit Shergill
HAVAS
Project Manager: Cinzia Sinicropi
Copywriter: Rebecca Morice
Freelance Designer: Will Hutchinson
Head of UX: James Sinclair
BACKGROUND
From 2012 to 2016, an ongoing program of optimisation was conducted across desktop, tablet, and mobile platforms for airport journeys, which accounted for 40% of NX online transactions. However, the number of return tickets booked was considerably lower compared to standard fares.
CHALLENGE
- Increase revenue by targeting a specific audience (single airport ticket buyers)
- Encourage this audience to book return journeys
APPROACH
- Analyse NX’s web analytics to identify airport ticket purchase anomalies
- Conduct user testing at the main coach terminal in Birmingham.
- Gain insights into users’ concerns about potential delays in return flights and missing return coach journeys
- Share insights with NX and obtain their support for a guarantee for passengers experiencing delays
- Create a reassuring message to address users’ concerns, stating delayed passengers will be accommodated on available coaches at no extra cost
- Develop copy and visual design of the message
OUTCOME
- Standard journey test segment dropped bookings and revenue, leading to its suspension
- Airport segment experienced a 50% increase in single journeys converting to return bookings
- Initial analysis projected a monthly revenue increase of £60,000
- NX’s calculations provided a range of £19,000 to £90,000 in monthly revenue increase
- The message became the default experience with accurate revenue predictions