Zoo Aims To Double Ticket Sales With New Website
Chester Zoo has launched a new website with an exciting fresh design and improved functionality intended to increase online sales.
The site created by Code Computerlove brings the destination to life with new features and stronger messaging that will better appeal to its core target audience.
Martin Clancy, head of marketing for Chester Zoo, said: “Our new site is all about selling the experience – creating excitement ahead of a visit to the zoo and positioning us as a world leading attraction and a great day out for all of the family.
“Greater emphasis has been placed on driving online sales, one of our core objectives for the site. As well as a prominent call to action from the home page, the user journey has been expertly designed to drive visitors to the ticket sales area and to increase conversion. Pre-booking is also incentivised with a 10% discount.”
He continued: “While visitors to Chester Zoo online can still learn about our important zoological work (details of conservation activities & breeding programs the zoo is involved in), the site is much more about promoting Chester Zoo as a fantastic day out and akin to other child-centric visitor attractions.
“Impact from the homepage is immediate. The use of colourful, illustrated characters, inspired by the new brand positioning, have given the site an instant personality and stand out. They’ve been created to represent the fun of visiting Chester Zoo. The idea of creating such a vibrant look and feel was to align Chester Zoo more with attractions and theme parks, rather than just a typical zoo.”
Core sections of the site offer a perfect balance of information and inspiration. They include tools for planning your visit, zoo map, details of the attractions, engaging and detailed information about the zoo’s animals, a section on education, an events calendar, details of show times, feeding times and times of any other special activities; an adopt an animal section, and information for booking a hotel nearby.
Ian Rabagliati of Code Computerlove said: “Creating the new website is the first phase in a number of exciting digital developments for Chester Zoo. The site has been designed to enhance the zoo’s CRM programme; and there is an option to sign up for the newsletter, become a member and a link to the zoo’s facebook page. Code is handling a traffic building campaign for the site, with more digital marketing activity planned in the coming months.”
The new website is also being promoted in the zoo’s offline marketing, that’s handled by Mediacom North.
