Reducing booking form abandonment

+8.4%

Conversion rate uplift from targeted abandoning visitors

34.5 million

Passengers each year

+60%

Conversion rate uplift on mobile promotion

Download the Case Study

Challenge

Since 1997, Virgin Trains has operated the West Coast Main Line service, carrying over 34.5 million passengers a year across the country. Committed to delivering a high-speed, high-frequency service, more comfortable travel and excellent service; customers consistently rate Virgin Trains as one of the top long-distance rail franchise operators*. However, these high commuter expectations, as well as competition from rival providers and comparison sites mean that domestic train travel is a truly customer-centric market, and demands an online customer experience that delivers.

*The National Rail Passenger Survey commissioned by industry watchdog, Transport Focus

Yieldify’s Solution

Yieldify provided Virgin Trains with smart and simple onsite campaigns to increase bookings and grow brand loyalty by targeting visitors showing exit behaviour at different stages of booking – from researching train times right through to payment. By highlighting a key Virgin Trains USP – no hidden fees and the Virgin Trains price promise for online bookings, Yieldify was able to help reassure website visitors and keep them onboard through to booking.

Outside the booking funnel, visitors abandoning from the timetable page were targeted with reassurance messaging around value for money, encouraging these visitors to book with Virgin Trains.

Visitors who had become disengaged while within the booking funnel were served a message at the perfect moment around form completion to keep them on track to book. Finally, those visitors at the bottom of the booking funnel who showed intent to exit were served USP messaging.

As well as supporting Virgin Trains in optimizing the booking funnel, Yieldify also worked to amplify seasonal promotions, such as the Summer Seat Sale. Campaigns that served engaging header bars on entry as well as overlays on exit highlighting the sale and drove users through to the sale page.

Result

Outside the funnel, Yieldify campaigns drove a +9.3% uplift in conversion rate with visitors abandoning from the timetable page. Mid-funnel visitors who became inactive on the seat reservation page were successfully re-engaged with completion messages and saw a +7.3% uplift in conversion rate. Finally, bottom of the funnel visitors were reassured by USP messaging, seeing a +16.6% uplift from visitors abandoning payment pages.

Overall, conversion rate saw a +8.4% uplift from targeted abandoning visitors. For promotional campaigns, Yieldify was able to increase conversion rate by +60% on mobile and +55% on desktop with targeted visitors who saw the promotion. To learn more download the full case study.

Results

+8.4%

Conversion rate uplift from targeted abandoning visitors overall

+60%

Conversion rate uplift on mobile promotion


“Yieldify has created and delivered campaigns that have concentrated on real business needs and challenges. These campaigns are running as a proven success – directly increasing conversion rate and delivering incremental website revenue.”