CREALY THEME PARK & RESORT
Crealy Theme Park & Resort is an extremely popular, family focused, tourist attraction on the outskirts of Exeter. Offering short breaks, a wide variety of rides and attractions for all ages, Crealy wanted a website to showcase their many offerings and fun-filled spirit as well as the ability for consumers to book online.
“Our experience of working with Optix has been extremely positive right from the beginning. Alastair and the team have unrivalled knowledge about digital marketing and are always on the pulse of the latest trends. Using their expertise, they have helped us shape our own online marketing efforts with the launch of our new website. Heading into 2018, we are looking forward to continuing our relationship with Optix and building upon the fantastic platform that they have helped to create for us”
Matt Fletcher – Digital Marketing Manager, Crealy Theme Park and Resort
AVOIDING THE ROLLERCOASTER
In 2017 Crealy asked us to help them build a new website with a greater focus on conversions in order to drive online sales.
Adventure parks are great fun, but there are often seasonal ups and downs for footfall and online bookings. We wanted to highlight that the park is just as great in colder weather as it is in the sunshine. Using UX and UI we tested the messaging, functionality and positioning of CTAs.
The launch of a website is never the end of the process. The next step was to see how users interacted with the new site, and how we might make improvements to the user experience. Using a variety of tools we analysed user journeys and measured how site visitors were interacting with key conversion points.
We found that users were not scrolling down far enough to see the start of the booking process on the Holidays page. Overall, 74% of users were not scrolling below the fold, and therefore not seeing the search bar which they could use to start their booking. Simply moving this bar above the fold signposted the next step and fixed this break in the user journey.
This fix, along with the other changes made as a result of our review, provided a 72% year-on-year increase in holiday bookings for Crealy. This contributed to a 27% increase in overall bookings.