Ancillary product purchase behaviors in the train and bus market
At Hepstar, we have been working closely with our partners in the train and bus industry to unlock greater value from ancillary products. Our flexible technology and experience across travel verticals empowers partners to optimise ancillaries using tried and tested techniques which deliver real results. Here is what truly makes an impact:
GO VISUAL: design that converts
How you present ancillary products is essential. We’ve found that different icons can affect conversion by 15%, while even subtle design features that emphasise selling points can impact conversion by 35%. When our partner added high-quality imagery in a thoughtful design and prompts to customers, conversion rates increased from 37% in the bus and by more than 100% in the train market. Clear, attractive visuals turn curiosity into actual purchases. Besides using imagery, refining the marketing content helped increase conversions by 54%.
MOBILE-FIRST: narrative that converts
For many partners, the majority booking activity is on mobile. Adapting marketing content to align to our best practices for mobile vs web devices increased revenue per booking of a bus aggregator partner by more than 50%.
DEEP DIVE INTO DATA: pricing that adapts
Beyond design, timing and pricing strategies make a big difference. By adapting pricing based on multiple itinerary variables, such as lead time to departure, trip duration, and booking value, we achieved at least 20% higher revenue per booking compared to basic pricing methods. Matching offers and pricing to traveller behaviour brings measurable results. Increased revenue by 60% by applying dynamic pricing instead of static pricing, adjusting prices up and down as needed.
OUR ADVANTAGE: optimisation built in
Our technology is not just about selling products. It helps partners understand traveller data, and tailor offers and strategies to different profiles and behavioral patterns. This leads to incremental increases in conversion rates and revenue per booking.
Let us help you grow
Discover how smarter design and marketing, as well as data-driven pricing can increase your ancillary revenue.
Contact us today to explore what our optimisation technology and services can do for your business.
