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Manchester Airports Group steers future direction of travel with website refresh

Manchester Airports Group steers future direction of travel with website refresh

Stanstead, East Midlands, Bournemouth and Manchester airports, all operated under the Manchester Airports Group (MAG) umbrella, are to benefit from the addition of all new digital passenger experiences in the wake of Code Computerlove’s appointment as digital agency.

This process will begin with the optimization of each airport’s website, together with the addition of new user experiences centred on the most active and commercially important pages.

Honing the user experience of each site Code will adopt phased approach, introducing iterative updates to live sights in order to glean insights from actual users which may inform further work.

Nolan Hough, EVP ecommerce, at MAG, said ‘’We commissioned Code to help drive more commercial value from our main traffic driving landing pages, looking at how users behave in order to fuel new ideas, without redeveloping the underlying software or adding complexity.

‘’We’ve very much bought into Code’s approach. Rather than spend months in development, Code’s philosophy to digital development means that we can have live prototypes in the hands of real users collecting real data rapidly – which for us is great. We learn fast whilst limiting our exposure to commercial risk.’’

Over the longer-term MAG aim to harness customer data in a more effective manner as well as overhaul its technical infrastructure.

In a bid to court more Chinese travellers Manchester Airport, the UK's biggest airport outside London, recently launched its own Weibo and WeChat channels to speak directly to far East tourists.

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