Dynatrace Case Studies Arriva improves digital journeys for customers and boosts online conversion rate

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	Arriva improves digital journeys for customers and boosts online conversion rate Dynatrace

Arriva improves digital journeys for customers and boosts online conversion rate

Dynatrace

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Transportation
Applicable Functions	Business Operation Sales & Marketing
Use Cases	Public Transportation Management Real-Time Location System (RTLS)
Services	Data Science Services
Challenge	Arriva, a leading provider of bus transport in the UK, recognized the importance of digital channels for customers' travel needs. They aimed to create an omnichannel experience, allowing customers to purchase tickets and plan their journeys in various ways. During the pandemic, Arriva accelerated the launch of its new app and website to keep customers moving safely and make digital the core of their travel experience. However, they faced a challenge in gaining visibility into the applications' front end to discover problems in real time and find precise solutions. Traditional monitoring solutions couldn't provide insights into the real-user experience, making it difficult to identify issues that were affecting conversions through the website. Read More
About Customer	Arriva is one of the UK’s leading providers of bus transport. The company recognized the importance of digital channels for customers' travel needs and aimed to create an omnichannel experience. This would allow customers to purchase tickets and plan their journeys in a variety of ways. During the pandemic, Arriva accelerated the launch of its new app and website to keep customers moving safely and make digital the core of their travel experience. The company wanted to uphold its reputation as a digital leader in the transport industry and improve overall retention and conversion rates via online channels. Read More
Solution	To enable a seamless user experience, Arriva partnered with Dynatrace to monitor the performance of its applications from the users’ perspective, and gain real-time visibility into problems they were experiencing. Arriva was attracted by the depth of information the Dynatrace platform could uncover, alongside the unrivalled assistance provided by its Business Insights team. Dynatrace continuously and automatically identifies areas for improvement that wouldn’t have been found with manual approaches. For example, Dynatrace uncovered a back-end issue that was increasing page load times significantly, which was causing customers to abandon their digital transactions. The Business Insights team also found a front-end issue that was causing confusion for customers when searching for routes and tickets, which was resulting in a very low conversion rate. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Transportation

Applicable Functions

Business Operation

Sales & Marketing

Use Cases

Public Transportation Management

Real-Time Location System (RTLS)

Services

Data Science Services

Challenge

Arriva, a leading provider of bus transport in the UK, recognized the importance of digital channels for customers' travel needs. They aimed to create an omnichannel experience, allowing customers to purchase tickets and plan their journeys in various ways. During the pandemic, Arriva accelerated the launch of its new app and website to keep customers moving safely and make digital the core of their travel experience. However, they faced a challenge in gaining visibility into the applications' front end to discover problems in real time and find precise solutions. Traditional monitoring solutions couldn't provide insights into the real-user experience, making it difficult to identify issues that were affecting conversions through the website.

About Customer

Arriva is one of the UK’s leading providers of bus transport. The company recognized the importance of digital channels for customers' travel needs and aimed to create an omnichannel experience. This would allow customers to purchase tickets and plan their journeys in a variety of ways. During the pandemic, Arriva accelerated the launch of its new app and website to keep customers moving safely and make digital the core of their travel experience. The company wanted to uphold its reputation as a digital leader in the transport industry and improve overall retention and conversion rates via online channels.

Solution

To enable a seamless user experience, Arriva partnered with Dynatrace to monitor the performance of its applications from the users’ perspective, and gain real-time visibility into problems they were experiencing. Arriva was attracted by the depth of information the Dynatrace platform could uncover, alongside the unrivalled assistance provided by its Business Insights team. Dynatrace continuously and automatically identifies areas for improvement that wouldn’t have been found with manual approaches. For example, Dynatrace uncovered a back-end issue that was increasing page load times significantly, which was causing customers to abandon their digital transactions. The Business Insights team also found a front-end issue that was causing confusion for customers when searching for routes and tickets, which was resulting in a very low conversion rate.

Impact #1	Visibility into front-end user journeys with precise answers on how to improve their experience.
Impact #2	More seamless digital experiences helped to increase conversions by eliminating pain points from user-journeys.
Impact #3	Moved from reactive to proactive service optimization by discovering problems before they trickle down to the customer.

Impact #1

Visibility into front-end user journeys with precise answers on how to improve their experience.

Impact #2

More seamless digital experiences helped to increase conversions by eliminating pain points from user-journeys.

Impact #3

Moved from reactive to proactive service optimization by discovering problems before they trickle down to the customer.

Benefit #1	12,000% uplift in conversion rate for one area of the user experience.

Benefit #1

12,000% uplift in conversion rate for one area of the user experience.

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Overview

Arriva improves digital journeys for customers and boosts online conversion rate

Operational Impact

Quantitative Benefit