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Ticket Factory - CRO CASE STUDY
Streamlining the Path to Purchase
Increase in traffic proceeding to the next step in the checkout process
Increase in completed transactions
The Ticket Factory, the ticketing arm of the NEC Group, offers a wide array of tickets for various events across the UK. They sought to enhance their e-commerce conversion rate, specifically from the shopping basket to checkout. This digital marketing case study explores the steps taken by Somebody Digital to optimise this crucial conversion pathway.
Utilising advanced analytics and predictive eye tracking, our CRO services aimed to pinpoint distractions and barriers within the checkout process. This comprehensive approach allowed us to identify specific elements that detracted from a smooth checkout experience.
- Perception Mapping: Predictive eye tracking identified the search bar and other low-priority elements as significant distractions.
- Scroll Depth Analysis: Revealed that only 50% of users scrolled enough to see the checkout call to action.
- Click Tracking: Showed a preference for the ‘Show Seats’ option over proceeding to checkout, indicating a potential source of friction.
From Good To Great
By removing visual distractions and ensuring that the checkout CTA was always visible, we created a more focused and efficient pathway to purchase, significantly reducing the chances of users abandoning their shopping baskets.
Implementing these changes led to a marked improvement in the checkout process, as evidenced by:
- An 18% increase in users advancing beyond the shopping basket stage.
- An 8% uplift in overall transactions.
These enhancements underscored the effectiveness of targeted optimisations in reducing friction and enhancing the user journey, directly contributing to an improved bottom line.
This E-commerce case study demonstrates the critical importance of a meticulously optimised checkout process in boosting e-commerce conversion rates. As a leading CRO agency, Somebody Digital is committed to leveraging conversion rate optimisation services to deliver tangible improvements in online performance for our clients.
