Arriva improves digital journeys for customers and boosts online conversion rate
Customer Company Size
Large Corporate
Region
- Europe
Country
- United Kingdom
Product
- Dynatrace (Digital Experience Monitoring)
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Digital Expertise
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Transportation
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
- Public Transportation Management
Services
- Data Science Services
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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