Data Analysis
Auckland Arts Festival
CHALLENGE
Increase visitor conversion rates
Auckland Arts Festival were looking to increase conversion rates among website visitors who had expressed interest in the 2019 festival. In order to achieve this, they first needed to understand the following:
Proportion of website visitors who were ticket purchasers as compared to those who were undecided about attending the festival
Consumer sentiment towards the festival lineup and event schedule
Barriers to ticket purchase
SOLUTION
We created simple, integrated surveys that dialed up engagement
Using CyberMarts’ website survey solution, we published branded surveys to the festival website.
Custom
audience segments
Created simple, on-brand surveys
Enhanced
customer journey
Integrated the surveys onto their events page, to ensure that they were only asking feedback from the most engaged website visitors
Brand
impact study
Asked a range of in-depth questions to facilitate truthful, detailed feedback
OUTCOME
We enhanced the website as a sales channel
This allowed the Auckland Arts team to collect the real preferences and opinions of their customers.
Website visitors provided insightful and in-depth information on the role the website played across the customer journey
Determined the strength of the website as a sales channel, and highlighted its role within the overall marketing strategy
Gained insight into why people weren’t intending to purchase tickets and integrate these learnings into planning for future festivals
