Digital experiences are shaping customer interactions more than ever before, the need for a seamless online journey is paramount emphasising the critical need for a radical shift in how the attractions and experiences sector approaches digital optimisation.
Cart abandonment rates on the rise
According to the report, the disconcerting increase in cart abandonment rates, from 70% to 75% since the previous survey, paints a stark reality. This rise indicates a growing trend of missed opportunities and potential revenue loss due to inadequacies in the digital landscape.
It's evident that businesses must act swiftly to identify and rectify the underlying issues contributing to this concerning trend.
Based on our analysis of checkout abandonment rates, we have discovered that 35% of these instances occur when customers are prompted to register an account to complete their booking. Another inconvenience for returning customers is having to reset their password, or having to make more than 6 clicks to complete a booking. If your checkout process is too complex and requires extra steps, you’re more likely to lose potential customers.
Mobile optimisation: A key to conversion
A staggering 78% of respondents highlighted the importance of a well-optimised mobile experience in driving visitor conversion. Surprisingly, the report also disclosed that a whopping 96% of these businesses have never conducted user testing on their mobile sites.
This inconsistency between recognition and action shows a critical gap that demands immediate attention. With the majority of consumers accessing websites via mobile devices, neglecting this crucial aspect is simply not an option.
A/B testing and streamlining user journeys
Equally alarming is the revelation that 82% of surveyed businesses have never engaged in A/B testing, and an astonishing 70% have never conducted testing of any kind. The report underlines that enhancing website usability can significantly bolster conversion rates by up to 200%.
This untapped potential highlights a clear opportunity for businesses to leverage data-driven insights and testing strategies to improve user experiences and ultimately drive higher conversion rates.
Simplifying purchase processes for enhanced turnover
Further insights from the report highlight that 75% of businesses still expect customers to complete more than five steps to finalise a purchase.
However, it's crucial to note that removing just one step in this journey could potentially lead to an average annual turnover increase of approximately £8k for the average respondent and substantially more for larger players.
Streamlining the booking process not only enhances customer satisfaction but also unlocks significant revenue potential.
Moving towards a customer-centric approach
It's time for the attractions and experiences sector to prioritise the optimisation of their customers' digital experiences. By focusing on reducing clicks, minimising load times, and simplifying booking journeys, businesses can cultivate happier customers who, in turn, contribute to higher per-head spending and become valuable brand advocates through word-of-mouth marketing.
The 2023 Visitor Attraction Website Report by Rubber Cheese serves as a stark reminder that neglecting digital optimisation can have profound implications for businesses in the attractions and experiences sector. Proactively addressing the highlighted areas for improvement and embracing a customer-centric approach will not only foster stronger customer relationships but also unlock unprecedented growth opportunities.
As we look towards the future, it is imperative for businesses to heed this wake-up call and prioritise the enhancement of their digital offerings for sustained success in an increasingly competitive landscape.