ILN Group > GNER

GNER needed a website that would function as a key sales, marketing and revenue-driving tool. Research on their existing site highlighted that customers favoured offline channels for purchasing tickets. The challenge for ILN, already delivering the successful onboard customer magazine Livewire, was to alter consumer perceptions of the web in order to increase online ticket sales.

The solution

Create a user-orientated and revenue-focused website
Inspire travel through destinations-led, targeted email marketing campaigns

Usability was at the forefront of the design and development process of the new website. All printed materials—including timetables, leaflets and destination content from Livewire—were repurposed specifically for the web. Microsites and email campaigns were initiated to target specific passenger groups (eg business or leisure travellers, season ticket holders) and highlight GNER promotions without detracting from the general sales and information messages on the main site.

In the design of the site, bold graphics were employed to highlight lowest fares, while attractive images of events or destinations were used to grab customers’ attention and encourage them to click immediately on to the ticket bookings page, or to register for email updates on fares. Links to hotel breaks and special offers were added to give customers extra incentive to book train tickets online, without delay.

The results

Online ticket sales have increased and site traffic has tripled.
The monthly leisure emails have generated a 9.59 per cent click-through rate, with converted sales exceeding industry averages.
The website won a five-star Gold award in Web User magazine.
Feedback from both client and passengers has been outstanding.

Awards

Livewire: Winner of the APA “Online Publishing Solution of the Year”, 2005.

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	GNER needed a website that would function as a key sales, marketing and revenue-driving tool. Research on their existing site highlighted that customers favoured offline channels for purchasing tickets. The challenge for ILN, already delivering the successful onboard customer magazine Livewire, was to alter consumer perceptions of the web in order to increase online ticket sales. The solution Create a user-orientated and revenue-focused website Inspire travel through destinations-led, targeted email marketing campaigns Usability was at the forefront of the design and development process of the new website. All printed materials—including timetables, leaflets and destination content from Livewire—were repurposed specifically for the web. Microsites and email campaigns were initiated to target specific passenger groups (eg business or leisure travellers, season ticket holders) and highlight GNER promotions without detracting from the general sales and information messages on the main site. In the design of the site, bold graphics were employed to highlight lowest fares, while attractive images of events or destinations were used to grab customers’ attention and encourage them to click immediately on to the ticket bookings page, or to register for email updates on fares. Links to hotel breaks and special offers were added to give customers extra incentive to book train tickets online, without delay. The results Online ticket sales have increased and site traffic has tripled. The monthly leisure emails have generated a 9.59 per cent click-through rate, with converted sales exceeding industry averages. The website won a five-star Gold award in Web User magazine. Feedback from both client and passengers has been outstanding. Awards Livewire: Winner of the APA “Online Publishing Solution of the Year”, 2005.	Aegean Speedlines COI (Roster) CMCI Fairways and Swinford GE SeaCo » GNER » Grupo Ultrafemme (Luxury Avenue) Interval International Isle of Wight (Island Visitor) Lucky Dragon Orient-Express Hotels, Trains & Cruises » Rolls-Royce Motor Cars Sea Containers SeaStreak America Inc. Silja Lines South West Trains St George PLC VisitBritain