Eurostar Group Leverages Digital to Reach 30 Million Passengers by 2030, Supported by Contentsquare
Customers experienced the merger of Thalys and Eurostar firsthand when a new website and a unified booking system were launched on October 1st, 2023.
This project, named “Delta” internally, required significant alignment among internal teams.Contentsquare, a global leader in Digital Experience Analytics and expert in online user experience, helped the group create a seamless user experience across all its platforms.
“The new website and app have been pivotal in the merger between Eurostar and Thalys, marking the project’s public debut and allowing customers to experience the new Eurostar for the very first time. The task was monumental: to redesign the website to connect France, Belgium, the United Kingdom, the Netherlands, and Germany with a focus on retention and acquiring new users to achieve our target of 30 million passengers by 2030,” explains Laurent Bellan, Chief Technology & Process Optimization Officer of Eurostar Group.
Teams worked on optimizing the entire user journey, from arriving on the eurostar.com website to the booking phase. Key areas of focus included:
- Optimizing for better search engine ranking – with over 1,200 optimized URLs
- Redesigning the interface, with the new branding and brand image, for the website and mobile app
- Adding new features to optimize the customer journey, including a new booking widget to book hotels and taxis
- Integrating the German market
To validate their approach, Eurostar conducted over 5000 user testing sessions.
The website was designed to provide a seamless customer experience, which required overcoming a major obstacle: frustration, reported in one out of two online visits, according to Contentsquare’s Digital Experience Benchmark 2024. Contentsquare’s platform allows brands to identify obstacles impacting conversion and customer retention (technical errors, excessively long loading times, “rage clicks,” and more.
The results are conclusive: according to Google Lighthouse data, the new site is faster and is considered more seamless by users, with a three-point increase to the Customer Effort Score, from 80 to 83. As a result, the website conversion rate has increased from 4.6% to 5%. On the mobile app side, the number of downloads is steadily increasing, with over 5000 daily downloads.
“By eliminating all sources of frustration, particularly by working on page loading speed and optimizing content, Eurostar has placed the user experience at the heart of the travel experience,” said Jean-Christophe Pitié, Chief Marketing and Partner Officer at Contentsquare. “We are delighted to have been able to support them in this transformation.”
The next step in this continuous improvement project will be to strengthen efforts on digital accessibility. Thanks to its accessibility measurement tools, Eurostar observed a 95% reduction in errors on its homepage in March compared to September 2022. By making accessibility a priority, Eurostar aims to make the journey with Eurostar even more inclusive.
About Eurostar Group
- Eurostar Group is owned by SNCF Voyages Développement (55.75%), a subsidiary of SNCF Voyageurs, CDPQ (19.31%), SNCB (18.50%) and funds managed by Federated Hermes Infrastructure (6.44%).
- The ambition is to offer an attractive alternative to road and air transport and to accelerate the modal shift from 19 million passengers carried in 2023 to 30 million in 2030.
- Eurostar Group offers the largest international high-speed network in Western Europe and has set itself the goal of deploying an ambitious environmental policy over the next few years.
- The carbon footprint of one flight is on average the same as 13 Eurostar journeys.
- Up to eight more services on peak Olympic days compared to winter
About Contentsquare
Contentsquare is a leading digital experience analytics platform that empowers businesses to understand and optimize the user experience across web, mobile, and app platforms. Its AI-powered platform provides rich and contextual insight into customer behaviors, feelings and intent — at every touchpoint in their journey — enabling businesses to build empathy and create lasting impact. More than 1,300 leading brands use Contentsquare to grow their business, deliver more customer happiness and move with greater agility in a constantly changing world. Its insights are used to optimize the experience on over 1.3 million websites worldwide. Founded in Paris and with offices around the world, Contentsquare is backed by leading high quality investors, including funds and accounts managed by BlackRock, Bpifrance, Canaan, Eurazeo, Highland Europe, KKR, LionTree, Sixth Street and SoftBank Vision Fund 2. For more information, visit www.contentsquare.com
Press contact:
- Juliette Clément, French press officer Eurostar Group
Tel: +33 1 56 02 59 54 or +33 6 03 42 01 88
- Jack Emsley, Senior consultant, Tyto
