How British Airways Perfected Digital Customer Experience with Optimal
Flagship carrier of the UK
When British Airways set out to refine their digital customer touchpoints, they partnered with Optimal to ensure every click, tap, and interaction reflected their premium brand experience. The UK's flagship carrier used strategic user insight to create more intuitive digital journeys that match the excellence of their in-flight service.
Clear for Takeoff: Homepage Optimization
British Airways conducted comprehensive first-click testing to evaluate their homepage effectiveness. By analyzing where users instinctively clicked when attempting to complete common tasks like booking flights or checking in, the airline identified critical opportunities to highlight their most sought-after services. This research directly informed a homepage redesign that prioritized key customer journeys and increased conversion rates.
Seamless Boarding: Check-in Content Enhancement
Understanding that the digital check-in experience directly impacts customer satisfaction, British Airways deployed targeted surveys to evaluate content clarity and effectiveness. The research revealed specific areas where passengers needed more guidance, particularly around baggage allowances and seating options. Using these insights, the airline streamlined their check-in flow and refined content to address common questions before they arose, reducing support calls and improving completion rates.
First Class Navigation: Intuitive Pathways
The navigation structure across British Airways' digital properties underwent rigorous testing through Optimal's platform. Card sorting exercises revealed how customers naturally grouped different services and features, from frequent flyer programs to destination information. This research challenged internal assumptions about information architecture and led to a navigation redesign that more closely matched customer mental models.
Perfect Positioning: Strategic Button Placement
Even small details matter in creating a premium digital experience. British Airways conducted first-click testing to optimize the placement of critical action buttons throughout their booking flow. This research identified that subtle repositioning of key buttons like "Search Flights" and "Continue" could significantly improve completion rates and reduce abandonment. The resulting changes created more intuitive pathways through the booking process.
Smart Card Ordering: Prioritizing Content Cards
As British Airways introduced a card-based content approach on key landing pages, they needed to ensure the most relevant information appeared prominently. Through Optimal's testing platform, the airline evaluated different card arrangements and prioritization schemes. The research showed clear patterns in how different customer segments prioritized content, allowing for more personalized page arrangements that improved engagement metrics.
Support at Every Altitude: Help Centre Optimization
Recognizing that self-service support is increasingly important, British Airways conducted extensive surveys to refine their help centre content. This research identified gaps in their support documentation and opportunities to clarify frequently asked questions. The resulting help centre enhancement reduced support ticket volume and improved resolution rates, allowing customers to find answers faster while reducing operational costs.
Soaring Results
British Airways' strategic use of Optimal's platform delivered meaningful results across their digital ecosystem:
- Streamlined Booking: The optimized homepage and navigation resulted in faster booking completion and reduced abandonment rates
- Smoother Check-in: Enhanced check-in content led to higher digital check-in adoption and fewer support calls
- Increased Self-Service: The improved help centre enabled more customers to find answers independently
- Enhanced Brand Consistency: Digital touchpoints now better reflect the premium British Airways experience
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