First Great Western
Challenge:
We were approached by First Great Western (FGW) to create a new site which would deliver their new brand identity whilst increasing the number of online ticket transactions. The brief was to create a website to reflect the new franchise covered by First Great Western, First Great Western Link and Wessex Trains. The site would provide customers with an improved online experience, making it easier to plan journeys, check fares and ticket types, view third party promotions and purchase tickets through seamless integration with a third party booking engine (The Train Line).
Solution:
We worked with FGW to identify their thirteen core consumer clusters and their probable journeys through the site. These user journeys informed the structure and navigation of the site plus the creative look and feel. The design and build also incorporated online advertising, mobile integration, eCRM and accessibility, all with the objective of optimising dwell time and click through to purchase.
We delivered:
- A seamless online experience
- A perfect expression of the new brand
- The ability to service existing customers and attract new customers to the network
- A CMS that draws data seamlessly from third parties (promotional and operational partners)
- A user testing study which allowed us to reduce key navigation points from 13 to 6
- Modular templates which allow flexibility and development cost effectiveness
- E-commerce integration with 3rd party booking system
- A CMS which allowed FGW to instantly display business critical service messages
- A re-skin and integration of third party booking engine so customers have one brand experience
- Opt in functionality for email and SMS bulletins which also allowed data capture for CRM
- Features to make this website easy to use, especially for visitors with disabilities
Results:
46% increase in online revenue in just 4 weeks
Please visit www.firstgreatwestern.co.uk to view the work.
