Pacific Surfliner needed more than a functional website. It needed a digital experience that could compete with the ease of driving while guiding travelers from inspiration to booking. A strategic platform shift and experience-led design transformed the site from a pass-through utility into a high-performing conversion engine.
MOST INNOVATIVE DIGITAL SOLUTION
INCREASE IN REFERRAL SALES
The existing Pacific Surfliner website was functional but did not deliver the experience needed to compete with other travel options. It struggled to balance trip planning, service information, and booking in a way that felt intuitive and engaging. At the same time, the team needed to grow online sales, improve customer service, and better connect the site with broader digital marketing efforts. Any new solution also had to support multiple traveler types while enabling a seamless path from research to purchase.
In partnership with Nansen, Pacific Surfliner reimagined its website as a personalized, experience-driven platform built on Optimizely. The new experience introduced targeted journeys for different traveler segments, supported by customer data and behavioral insights. Key features, including an optimized booking widget, dynamic route mapping, and strategic calls to action, guided users toward conversion. The platform was also integrated with core systems to support more connected, data-driven interactions across the journey.
"Our website is no longer a pass-through for bookings on Amtrak.com, but an interactive, online destination in itself to help users plan and book trips by train in Southern California."
The redesigned experience delivered measurable improvements in both engagement and revenue impact. By simplifying the path to booking and personalizing key interactions, the site became a stronger driver of downstream conversions.
Our Contribution
Our Contribution
Let’s build a roadmap that drives measurable growth.
