Booking flow optimisation to increase ticket sales
Overview
Reading’s premiere theatre wanted to convert more of their traffic into paying visitors.
Project brief
Most theatres use Spektrix (ticket management platform). Spektrix provides un-styled frames, which aren’t optimised for conversion. The ReadingRep team needed design and CSS to make the booking flow work harder and capture more value.
Role
Lead Designer
Approach
Using iterative design and data and behaviour analysis (Google Analytics and MS Clarity) to re-design the core flows, lowering cognitive load on each screen to increase performance.
Following our work together, the forecast is between £50k-£120k additional revenue captured with existing traffic.
Words from the Reading Rep team
Scope
Prototyping
UI
Branding
Conversion optimisation
Strategy
Design systems
Product design
Most booking traffic (~70%) sits on mobile
So this is where first optimisations started
Here's a breakdown of the iterations made
Starting with smaller changes and building up over time as traffic allowed
Carrying learnings to the desktop experience
Adapting and making use of space to add value where it made sense (for example social proof at key moments)
