Fresh Tracks Canada: a 70% conversion lift for Canada's premier rail travel provider
Full digital modernization for a $50M luxury rail travel company — unified data across 30+ years of customer history, headless CMS, custom itinerary-generation tool, and a rebuilt React site that lifted conversions 70% vs. the prior experience.
Company Background
Full digital modernization for a $50M luxury rail travel company — unified data across 30+ years of customer history, headless CMS, custom itinerary-generation tool, and a rebuilt React site that lifted conversions 70% vs. the prior experience.
Fresh Tracks Canada has been Canada's premier rail travel provider since 1992. Three decades of success had left them with disparate software across departments, 30+ years of client data fragmented across siloed tools, and a decade-old website that no longer matched the caliber of the offline experience.
Link to ProjectThe Challenge
Fresh Tracks Canada has been Canada's premier rail travel provider since 1992. Three decades of success had left them with disparate software across departments, 30+ years of client data fragmented across siloed tools, and a decade-old website that no longer matched the caliber of the offline experience.
“I've had a great experience working with Qasim and recommend his product leadership highly. He helped us navigate through the complexities of revamping our business on digital with clarity and efficiency.”
How we approach this project
We ran stakeholder discovery to map pain points, then rebuilt on a modern stack: React front-end; Node.js and PHP backend with a headless CMS; TypeScript and Storybook for a polished component library; CI/CD for fast, safe deployment. We consolidated three decades of customer, vendor, travel-agent, and booking data into a unified architecture, applied a back-to-basics UX strategy with modular content, and integrated real-time live chat, email marketing, retargeting, and SEO. A custom tour-planning tool synthesizes train operators, hotels, and tour packages into tailored itineraries.
The challenge
Fresh Tracks Canada is a $50M luxury travel business that's been running since 1992. The offline experience is world-class. The digital one had not kept pace: departments operated on disconnected tools, decades of customer records lived in incompatible systems, and the website was ten years old. Modernization meant unifying data, rebuilding the site, and doing it without disrupting a business actively booking high-ticket itineraries.
What we built
- Stack. React on the front-end; Node.js and PHP with a headless CMS behind it; TypeScript and Storybook for a component library the internal team could maintain; CI/CD pipelines for safe continuous delivery.
- Unified data architecture. Client records, vendor details, travel-agent interactions, and booking data consolidated from disparate sources into a single coherent model.
- Back-to-basics UX. A core set of page templates with modular content blocks — easy for the internal team to extend without custom engineering.
- Custom tour-planning tool. Synthesizes train operators, hotel providers, and tour packages into customized itineraries, replacing what had been manual multi-vendor coordination.
- Engagement integrations. Real-time live chat, email marketing, retargeting, and SEO foundations.
The outcome
A/B testing across email campaigns and paid search confirmed a 70% lift in conversion rates against the previous website. The relaunch repositioned Fresh Tracks ahead of peer digital experiences and contributed to increased institutional funding recognition.
"I've had a great experience working with Qasim and recommend his product leadership highly. He helped us navigate through the complexities of revamping our business on digital with clarity and efficiency."
— Mikey Scott, VP Digital Marketing, Fresh Tracks Canada
The result of our work
A/B testing against the previous site across email campaigns and paid search validated a 70% increase in conversion rates. The engagement also secured increased institutional funding recognition and repositioned Fresh Tracks ahead of its digital peers.
This is what we achieved for Fresh Tracks Canada
A/B testing against the previous site across email campaigns and paid search validated a 70% increase in conversion rates. The engagement also secured increased institutional funding recognition and repositioned Fresh Tracks ahead of its digital peers.
- 01Travel
- 02Hospitality
- 03React
- 04Headless CMS
- +70%
- Conversion rate lift
- 30+ years
- Client data history
- $50M
- Annual revenue
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