Web UX Overhaul Streamlines Sales
- Conversion Websites
Easier Buying Experience Streamlined Guests Sales
Summary
SeaWorld wants to share its passion for animal rescue and rehabilitation with the world, but its website was getting in the way. With so many ticket options available, potential customers had no clear path to purchase the tickets they wanted.
Over the course of 12 months, we benchmarked the performance of their eight websites, tested all possible improvements, and documented new design standards for SeaWord’s internal teams. In the end, our digital rehabbing meant more guests could be inspired to “protect animals and the wild wonders of our world.”
Due to an NDA with SeaWorld, we do not include all the details in this case study.
Challenges
The original pre-purchase process had a lot of resistance, including:
- Too many options, many of which were irrelevant to guests’ needs.
- Form elements displayed too soon, asking guests for information before it was really needed.
Objectives
We wanted to dramatically improve satisfaction in the overall shopping experience and convert guests from shoppers to buyers.
Solutions
After working with SeaWorld for 12 months, we were able to deliver a streamlined experience across all eight of their websites. We improved sales and satisfaction by:
BEFORE: Ticket Options
- Too many options, many of which were irrelevant to guests’ needs.
- Form elements displayed too soon, asking guests for information before it was really needed.
AFTER: Ticket Options
- Reducing the number of options shown to guests by implementing a geo-centric strategy that offered Annual Passes, Fun Cards, and Dining & Shopping to targeted local guests.
- Displaying product order forms only after selecting “Add to Cart,” an appropriate use of Progressive Disclosure to reduce complexity and save screen space.
- Creating opportunities for SeaWorld parks to cross-sell between each other through Priming - the psychological technique of creating context that draws the user towards your desired action.
- Adding hyperlinked breadcrumbs that enabled guests to quickly modify their order without abandoning their cart.
- Emphasizing value and savings
- Cleaning up and prioritizing ticket items available to guests from primary dropdown.
- Grouping and making ticket items more scannable and available to guests after initial dropdown selection.
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Easier Buying Experience Streamlined Guests Sales
