Eurolines UK, part of National Express, has unveiled its new responsive website, created by Walker Agency.
The site, available for PC, smartphone and tablet, selects the content to show or hide based on the device and re-structures the page based on possible needs – with the PC site focused on research and bookings; tablet on exploration and inspiration; and smartphone on contact information and the latest offers.
Daryl Irvine, digital creative director of Walker Agency, said: “Travellers use different devices in different ways, in fact 27% of people have researched a trip on their mobile whilst only 3% have actually booked on one. If a site doesn’t meet their browsing needs 23% will give up on searching all together. Making research, purchase and companion content available in a device specific format as someone starts their very own journey is win-win for Eurolines UK and consumers alike.”
Sue Gee, head of sales and marketing Eurolines UK, added: “The launch of the new site coincides with our integrated campaign ‘See what you’re missing in Europe’ The campaign features QR based outdoor work, an experiential component undertaken at universities across the UK and a Facebook competition offering up a coach party for 10 mates to Paris in September. Our campaign is tailored to each channel in order to create a natural flow so it was a logical extension to tailor our online offering to embody this flow based on user needs, from research and booking through to travel.”