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  • CrossCountry CRO


Client: CrossCountry Trains Limited
Brand: CrossCountry Trains


Working with CrossCountry trains, we were challenged to help improve their conversion rate on their desktop and mobile websites.


Existing and new visitors to the sites.


The start point was to remove obstacles at the start of the conversion funnel on the mobile website.

These obstacles were identified by lab-based usability testing and substantiated with comprehensive analytics.

The solution included removal of a page from the user journey, the revision of labels and a clearer user interface. A prototype was developed and tested and once the changes were live, additional guerrilla testing for usability was undertaken.

Heat mapping and an expert review helped identify the second opportunity for improvement: increasing lead generation through the newsletter sign up pod on the website.

To achieve newsletter registrations increases, the pod was moved up in the page hierarchy. Usability barriers were removed and data capture was split across two screens and was rear-loaded to enable sign up from a single e-mail field, all of which were shown to lower the perception of the effort needed to register.


The results show that the number of visitors to the site entering the conversion funnel increased by 116%, while monthly registrations for the newsletter increased by 517%, with 62% of visitors completing additional information, creating more personalisation opportunities across a larger database.

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