Wordplay increases Jungfraujoch online sales by 14 percent
Jungfrau Railways commissioned Wortspiel to optimize the Jungfraujoch landing page. Based on a conversion optimization, the online turnover could now be increased by +14%.
The Jungfraujoch is the highest railroad station in Europe and one of the top tourist attractions on the continent. According to Wortspiel, the Jungfrau.ch homepage of the "Jungfraujoch" tourist attraction is one of the most visited websites in Switzerland. After the Wortspiel agency had supported Jungfrau Railways in the area of Google Ads for many years, the two companies extended their cooperation to conversion optimization of the Jungfrau.ch website. The result: +14% more online bookings for the Jungfraujoch with the same number of visitors:
Only a few of the tickets sold online
According to Wortspiel, the initial problem with this case was the fact that the mountain railroad tickets for the "Jungfraujoch" excursion destination were primarily sold offline at the ticket counters. At peak times, this led to queues at the ticket offices. Although tickets can be purchased online via the website, only a fraction of the many website visitors bought their mountain railroad ticket on the website.
The solution: Improve landing page
Because it had not been technically possible to improve the online store within a useful period of time, Jungfrau Railways and Wortspiel decided to optimize further ahead: on the landing page of the Jungfraujoch. By means of several expert walkthroughs, the agency identified weak points and optimization potential on the landing page. The agency put the resulting optimizations to the test in an A/B test.
14 percent more sales with the same traffic
The result of the optimized Jungfraujoch landing page: 14 percent more ticket sales with the same traffic, according to Wortspiel. Since then, conversion rate optimization CRO has been a constant topic at Jungfrau Railways, which is why further initiatives to improve conversion performance are being planned.
Responsible at Jungfrau Railways: Matthias Bütler (CMO), Achim Schneider (Online Marketing Manager). Responsible at Wordplay: Erik Blatter (Head of Conversion Optimization), Stefan Vetter (CEO), Nils Kattau (external consultant).
