About the Incline Railway

The Incline Railway has been a part of Chattanooga’s history for over 125 years. Offering riders a rich history lesson and beautiful views, this is a “must see” attraction, for Chattanooga area visitors and locals, as well.

With the upgrading of it’s railcars in March 2020 to the tune of four million dollars – the Incline was ready for a website refresh that would display its new features, as well as the iconic history of the railway and the role it has played on Lookout Mountain through the decades.

Challenges

The Incline Railway faced three key hurdles in modernizing its digital presence:

1. 1. Sell More Tickets
      The Incline Railway needed a way for users to find their way to the ticket cart, no matter where they are on the site. If the path to purchase is not prominent enough, you risk lost sales and frustrated customers.
   2. Highlighting History
      The Incline’s 125+ years of history—including Civil War ties, post-fire reconstructions, and railcar innovations—needed a storytelling format that honored its regional significance.
   3. Leveraging New Marketing Assets
      Two high-production videos showcasing the 2020 railcar upgrades required strategic placement to maximize viewer engagement and conversion.

Solutions and Results

Papercut delivered tailored strategies to address these challenges:

1. 1. Sticky Ticket Navigation
      We implemented a persistent “Buy Tickets” button that remains visible as users scroll, ensuring seamless access to the ticket cart. This reduced friction and increased online ticket sales.
   2. Preserving History with a Timeline
      A historical timeline was designed to highlight the Incline’s evolution, incorporating key milestones, photographs, and stories. This format educates users about the railway’s importance in regional history and its role as a beloved landmark.
   3. Strategic Video Integration
      The homepage hero video immediately captivates visitors with sweeping views of the railway, while a second video showcases the modern railcar installation. Together, these videos boosted engagement and emphasized the Incline’s blend of heritage and innovation.

Outcome

By streamlining ticket access, celebrating the Incline’s storied past, and leveraging dynamic visuals, ridetheincline.com now delivers a frictionless user experience that honors the past while driving future growth. The sticky ticket feature ensures no visitor leaves without a purchase opportunity, and the historical timeline positions the Incline as a must-see destination for history buffs and tourists alike. Combined with evocative video content, the site effectively bridges the railway’s storied past with its modern advancements—a testament to Papercut’s ability to blend functionality and narrative impact.

The Results