NORTHERN TRAINS

Getting digital acquisition channels
back on track.

BACKGROUND

Whilst living in a time of Covid affected travel, Positive’s challenge was to increase conversions of direct, online ticket purchases via the Northern website rather than through ticketing aggregators. An integrated solution of website improvements and restructured channel marketing was delivered to build brand awareness of smart ticketing, ticketing App downloads and increase conversion rates on site, as well as driving more leisure based ticketing by presenting Northern as the conduit to great days out in the North of England.

THE WORK

Making the Northern website the first point of call for ticketing solutions for commuters and leisure travelers, increasing sales, ticketing margins and brand loyalty.

Comprehensive guides with best practice SEO applied saw 20+ new pages of highly competitive travel content containing specifically targeted converting keywords top of page one in Google within 3 months.

Positive created inspirational travel content to increase awareness of key routes and drive ticket sales.

Comprehensive guides with best practice SEO applied, saw 20+ new pages of highly competitive travel content allow Positive to rank high volumes of specifically targeted converting keywords top of page one in Google within 3 months.

Applying our leading technical SEO capabilities, we identified and resolved:

Over 100 technical SEO issues
Recovered 2,000+ authoritative broken links
Disavowed over 1,000 spam links

Our social campaigns collectively supported an increase in click through rates of 80% YoY.

Subjects included; awareness of new trains , ticket type promotions including Smart ticketing and the 10 pence ticket offers and Christmas shopping guides.

Applying Contextual Targeting to new audiences on the Gmail network around high-interest keywords and behaviours increased the click through rates by over 10%.