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How National Rail Enquiries quadrupled online registrations

How National Rail Enquiries quadrupled online registrations

Best practice from POSSIBLE

The brief:

To transform one of the UK’s busiest travel websites into a world-class travel services website.

The work: is the UK’s fourth busiest travel website, with 7 million user sessions every month. To understand travellers’ experiences we interviewed passengers on platforms, talked to call centre staff and undertook extensive user testing. We used what we learned to make improvements that have resulted in increased use of key areas of the site. POSSIBLE’s involvement in the development of the National Rail Enquiries website is long-term, and involves collaboration with a number of technical partners, including Thales and Detica.

The results:

300% increase in online registrations and a 60% increase in ‘Cheapest Fare Finder’ enquiries.


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