CASE STUDY: HOW A WEBSITE REDESIGN DELIVERED THE BEST YEAR EVER FOR CHURNET VALLEY RAILWAY

Summary from the TLDR Marketing newsletter

A research-led website redesign can grow conversions without risking revenue when every change is validated through testing before launch. Churnet Valley Railway used user research to find specific friction points, then rolled out A/B tested updates one page at a time. The homepage redesign increased conversions by 5%, and reusing proven design patterns helped lift Breakfast Train bookings by 10%, Midweek Lunch Train bookings by 48%, and dining page conversions by 13%. The program also showed that practical information, customer FAQs, and richer visuals such as video can increase bookings, which helped the railway sell out its Christmas event after a 7% booking increase.