LBA

Leeds Bradford Airport’s Vision 2030 strategy is designed to grow annual passenger numbers by 50%+ to 7 million by 2030, plus achieve higher average revenue per passenger and enhanced customer satisfaction.

A digital transformation programme was a necessary to centre the website as a key part of passenger journeys, deliver seamless online-to-offline user experiences and improve website conversions. LBA also wanted to create a single customer view, with the ambition to deliver relevant personalised communications to passengers.

The first phase of the website transformation needed to reinforce regional awareness to support customer acquisition and optimise digital booking funnels for parking, airport lounges and fast track passes to increase average revenue per passenger.

UNRVLD began by exploring the needs and behaviours of LBA’s customers and the commercial opportunities possible through digital transformation.

From this, UNRVLD’s strategy team developed a set of key experience principles, an ideal customer journey map and user experience ambitions. A digital success framework closely ties the website transformation to Vision 2030’s goals and ensures appropriate success metrics. 

We redesigned and rebuilt LBA’s website, creating a mobile-first platform optimised to support travellers from when they are first planning trips through to boarding their plane. Booking journeys and messaging were optimised across the site, and upgrade prompts have been introduced to drive incremental sales.

Optimizely’s SaaS CMS was chosen for its multichannel capabilities, security, scalability and total cost of ownership. UNRVLD was able to quickly build the redesigned site, including integrating with a number of third-party services to facilitate transactions and serve real-time airport data.

The completed first phase of the digital transformation project addresses LBA’s initial business challenges with a relaunched website that increased brand equity and awareness, and is optimised to drive digital revenue streams for pre-booked services.

The content management system empowers LBA’s marketing team to actively manage website content, and the digital success framework ensures the team are measuring the KPIs that really matter to the business.

UNRVLD’s partnership with Leeds Bradford Airport continues with a multi-phased, continuous improvement plan to optimise user journeys using real-world data. This includes leveraging the Optimizely platform to establish a single view of the customer and create personalised user experiences to build loyalty in the future.