BLACKPOOL PLEASURE BEACH

A NEW WAY OF BOOKING ONLINE

ABOUT THE PROJECT

Blackpool Pleasure Beach's booking engine had reached the end of it's life span. Originally built in 2014 the old booking engine was mobile responsive but desktop first. With over 70% of their bookings now coming from mobile devices, the time had come to rethink the booking engine with a mobile first approach. We were tasked with designing the interface in a way that would increase conversion rates, whilst providing a better user experience and also increasing the upsell opportunities to increase the average order value per basket.

WHAT WE DID

As with all projects we sought to understand the current user journey. We wanted to learn what was providing a poor user experience and what obstacles were in place restricting the upsell opportunities. We utilised heat mapping and screen recording applications to really get under the skin of the existing booking process. We then mapped out an entirely new booking process, with new product categorisation using a card style approach with are receptive to mobile page folds. This allows as much information as possible to be visible within one screen, whilst giving the user the opportunity to view more if they wish. We took the process from 3 long steps, to 7 short quick fire steps. This gave the user very quick and easy decisions without the need to scroll through long forms.

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RESULTS

  • ~ 17% Increase in average order value
  • ~ A change from 7% - 13% conversion rate
  • ~ 62% 10/10 experience score in HotJar poll
  • ~ 70% reduction in order completion time

We launched the new booking engine in June, just before Pleasure Beach's busiest two months, July & August. The resuls we saw were phenomenal. The 17% increase in average order value alone delivers satisfactor revenue increases. At the same time Pleasure Beach are benefitting from having more people convert overall. Every project we take on has a business goal, we were beyond pleased to meet the two key goals with such astounding results. One particularly pleasing result from our side is the 62% 10/10 HotJar rating that further validates that it is the user who is truly benefitting from these changes.

LETS WORK TOGETHER

"We were delighted with the results of the project. Our users are able to process a booking much quiker and easier than before, as a business that benefits us" - Robert Owen, Marketing Director