Thalys Website Optimization

Challenge

As a key player on the railway transportation market, Thalys wanted to strentghen its e-commerce website to generate more sales. Following a pitch that included 20 agencies, Thalys appointed Emakina to reach two main objectives:

1. Attract more traffic through the organic results of search engines.
2. Improve the global usability to transform more users into buyers.

Execution

In order to reach these end goals, our strategic cell provided the following services:

• Elaboration of a typology of each end user profile: curious, motivated customer and bargain hunter.
• Improvement of the "search engine friendliness" to make sure each page on Thalys.com is properly indexed by search engines bots. This required set of advanced SEO techniques: better HTML structure and compliance to W3C standards, higher density of internal linking, tighter segmentation of content, generation of external links pointing to Thalys.com etc.
• Streamlining of the booking process to reduce the number of clicks between the start page (selection of date, destination…) and the closing of the transaction (ticket payment).