Featured Image: Shannia Christanty on Unsplash
The 2024 Visitor Attraction Website Survey from design agency Rubber Cheese has demonstrated that even though respondents received an average of 30,000 visitors a month, 80% of users don’t actually add tickets to their cart.
Additionally, 60% of those that do add tickets to their cart abandon their purchase, while the remaining 40% go ahead with buying.
On average, it takes seven clicks to purchase tickets to an attraction. In 2023’s report, it was shown that having unnecessary steps in a checkout process cost attractions up to £225,000 (€271,000/$291) per year in lost sales.
Attractions that offer discounts boasted higher conversion rates than those that do no offer a promotion, with more than double the number of visitors to their websites making a purchase.
The most popular ticketing partner for attractions was Accesso, while single site or smaller groups favoured Tessitura, Fusemetrix and Digitickets.
Read the full report, here.
Elsewhere in the report, the personalisation of content was considered more important than not for visitor experience, with 13% of survey respondents offering personalisation on their website – more than double in 2023.
Most users looking at visitor attractions do so via a mobile phone, but only 33% of respondents said they tested mobile optimisation.
Personalised content has been favoured over the interactivity of an attractions website, but many include features such as interactive maps, videos and virtual tours.
For the third edition of the report, more than 1,000 attractions were represented.
Share this