Chapters

 

ABOUT VIRGIN TRAINS

Since 1997, Virgin Trains has operated the West Coast Main Line service, carrying over 34.5 million passengers a year across the country between London, West Midlands, North West England, North Wales and Scotland. It is committed to delivering a high speed, high-frequency service, offering shorter journey times, more comfortable travel and excellent customer service; customers consistently rate Virgin Trains as one of the top long-distance rail franchise operators*.

CULTIVATING LOYALTY

High commuter expectations, competition from rival providers and comparison sites have made domestic train travel a truly customer-centric market. Virgin Trains recently announced major investment into its service, demonstrating its commitment to delivering the best customer experience.

MAKING EVERY INTERACTION COUNT

Yieldify has provided Virgin Trains with smart, simple and meaningful 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.

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

 


Driven success

OBJECTIVE

Reduce booking form abandonment

RESULT

+8.4%

Conversion rate uplift
from targeted abandoning visitors

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.”

 

Simon Bagel
Senior Digital Executive

Conversion reassurance Conversion campaign

 Virgin Trains offers its passengers not only a luxury experience, but also excellent value for money. By highlighting that booking online incurs no additional fees or hidden card charges to visitors abandoning the timetable pages, Yieldify was able to help Virgin Trains encourage those visitors to complete their booking, driving a 9.9% conversion rate uplift on desktop.

SUCCESS

+9.3%

Conversion rate uplift
from visitors abandoning timetable pages

 

 

 

 

Inside the funnel

 

Yieldify helped Virgin Trains create meaningful interactions with website visitors abandoning within the booking funnel. When a visitor had become disengaged with their desktop or mobile device while browsing the Virgin Trains website, Yieldify served them with an overlay at the perfect moment to keep them on track to complete their booking.

 

SUCCESS

+7.3%

Conversion rate uplift
from visitors abandoning seat reservation pages

 

 

 

End of the line

 

 

Yieldify ran campaigns targeting visitors who showed intent to exit the payment page at the end of the booking funnel. By serving USP messaging to visitors that had become disengaged at this point, Yieldify was able to increase conversions from targeted visitors on desktop by 21.2%.

SUCCESS

+16.6%

Conversion rate uplift
from visitors abandoning payment pages

 

 

 

Promotion amplification: Summer Seat Sale Conversion campaign

Each summer, bargain hunters anticipate the Virgin Trains three-day Summer Seat Sale where prices on First Class and Standard seats are slashed on the West Coast route. To support this year’s promotion, Yieldify ran campaigns that served engaging header bars on entry as well as overlays on exit highlighting the sale and driving users through to the sale page.

SUCCESS

+60%

Conversion rate uplift on mobile
from targeted visitors who saw the promotion

+55%

Conversion rate uplift on desktop
from targeted visitors who saw the promotion

 

 

How it works

Click the video to view one of Virgin Train’s campaigns

 

About Yieldify

Yieldify creates smart and simple marketing technology products that predict customer behaviour to optimise customer experience with brand revenue.

Trusted by over 500 brands on more than 1,000 websites globally, Yieldify helps some of the world’s innovative companies drive incremental revenue, including Marks and Spencer, French Connection, Steiner Sports, Omni Hotels and Anthropologie.

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