Rail Europe enlists optimisation firm to improve user experience

An advanced web-optimisation solution has been selected by Rail Europe to analyse the use of its website in real time.

An advanced web-optimisation solution has been selected by Rail Europe to analyse the use of its website in real time.

German website and online-marketing optimisation firm etracker has been employed following a redesign of the rail retailer’s website last summer.

Rail Europe previously only used Google Analytics for monitoring basic website activity but opted for etracker’s web analytics, mouse tracking, page feedback, surveying and multi-channel campaign analysis tools to give a more in-depth view of its web visitors.

Etracker’s Visitor Motion mouse-tracking solution provides detailed behavioural analysis by recording all mouse movements, using web overlays and allowing users to play them back as a video.

Rail Europe head of e-commerce Stuart Alldis said: “We redesigned our website last summer but it’s vital that we don’t stand still and continue to improve the user experience. Being able to record and play back users’ entire sessions with Visitor Motion was particularly impressive and will give the team invaluable insight into what web visitors are doing on the site.

“By combining this with etracker’s other solutions the team will be able to continually optimise the site to increase customer satisfaction and improve sales.”

Christian Bennefeld, CEO of etracker said: “By taking all of our tools Rail Europe will get a 360° view of its customers but won’t be drowned in disparate data.”