Eurostar · 2025
UX Product Revamp on Commercial Pages
Making Eurostar's highest-revenue product pages convert better at scale, without harming organic traffic.
Content Strategy
SEO
Product Content
Project Management
€20.9M
incremental revenue uplift YoY
+1.75M
additional visits, mainly from SEO
+4.9%
booking rate from the in-page fare component
€2M+
estimated annual revenue from the fare feature alone
The challenge
High-traffic, high-revenue product pages were inconsistent across markets and under-optimised for conversion. The goal was to lift performance at scale without harming organic traffic.
My role
I owned the content-led optimisation strategy and led a cross-functional programme spanning Content, SEO, UX, CRO, Product and Analytics.
What I did
- Ran phased experiments: an in-page Low Fare Finder and a redesigned page layout
- Audited and harmonised 400+ pages across languages
- Defined a year-over-year measurement framework
