How LeShuttle achieved a 62% increase in site performance with Kentico.
Technical snapshot
- Page Builder
- Form Builder
- Content Hub
- Migration to Xperience by Kentico
LeShuttle's new site improves traveler experiences
LeShuttle’s booking content was previously managed on a legacy system that was difficult to update and relied heavily on team knowledge. The team sought a new website that would enhance both passenger experience and business operations by:
- Improving customer experience and adding value throughout the journey.
- Providing an easy-to-use CMS that allows the team to create engaging pages with flexible, reusable widgets and templates.
- Streamlining business processes within the CMS for easier content management across multiple systems.
Additionally, the project required a strategic URL change and full migration from Eurotunnel to LeShuttle for branding purposes, which was carefully handled to reduce the significant risk to organic visibility.
LeShuttle partnered with digital agency Crafted to build a new site that would not only improve passenger experience and business performance but also achieve key goals: better UX, faster site speed, improved performance, and enhanced sustainability.
Solutions included:
-
Modular page building using Kentico widgets, allowing teams to create and save reusable templates
-
Custom admin areas to manage integrations and platform settings with minimal complexity
-
Centralized CMS alerts to sync service updates across web, mobile, and other channels
-
Automated website updates via custom webhooks tied to sales and operational dates
-
Text replacement token module enabling site-wide updates (such as pricing) from a single location
-
Seamless integration with Salesforce, the booking engine, and the mobile app
-
Custom API supporting LeShuttle’s “Latest Travel Info” (LTI) internal tool
-
Streamlined booking content workflow, reducing delivery time for updates
Kentico offered the flexibility and extensibility needed to support LeShuttle’s complex digital environment, while remaining easy for marketers to manage day to day.
-
Modular, widget-based architecture enabling reusable templates and efficient content creation
-
Strong customization and integration capabilities supporting Salesforce, booking systems, mobile apps, and internal tools
-
Performance-focused foundation designed to support speed, reliability, and scalability
Together, these capabilities allowed Crafted to build a solution that fits LeShuttle’s operational needs without adding unnecessary complexity. Kentico provides a stable, adaptable platform that supports both ongoing optimization and future growth.
Following the implementation, performance metrics showed measurable improvements across key search and engagement indicators. Gains in visibility and interaction reflected stronger alignment between content and user intent, contributing to more consistent performance across search results.
-
37% increase in average click-through rate (CTR)
-
7% increase in total clicks
-
Average search position improved to 6.5 (up from 10.1)
Looking ahead, LeShuttle plans to continue evolving their digital experience to better support customers who rely on its services for smooth and efficient travel. With a flexible CMS foundation in place, the team is well positioned to adapt to changing customer needs over time. Ongoing enhancements will ensure the digital experience continues to support both operational goals and customer expectations.
“Kentico’s platform is highly customizable, providing the opportunity to scale the website as needed—while still being user-friendly—as well as the ability to easily add language variations and create custom modules.”
"Crafted delivered the highest quality new Kentico CMS platform and managed multiple integration partners, continually delivering additional technical support and guidance.”
Crafted
HQ
Level
-
Gold partner
Competencies
- Cloud
- Content Strategy
- Digital Marketing
- Integration and Customization
- Intranet/Extranet
.png?width=372)
.png?width=372)
.png?width=372)
