Speakers: Andy Povey, Managing Director UK & Ireland, Convious and Kelly Molson, Founder/Head of Commercial, Rubber Cheese

Following the release of the first Visitor Attraction Website Survey Report, it was revealed that only 30% of leisure destinations track new visitor conversions.

Website specialists Rubber Cheese and attractions management platform innovators Convious are set to deliver a compelling panel discussion on the importance of tracking conversion rates in the museum sector.

This will begin by looking at what online conversion is, what data can be tracked and what value it will add. This will be explored from both a financial perspective, with factors like Gift Aid and upsells, and from a user experience angle, exploring the value in good brand experiences and first impressions.

By tracking online conversion, museums can gain valuable insights into how well their website is performing, identify areas for improvement and make data-driven decisions that drive business success.

The panellists will provide practical advice on how to get started and the metrics to pay attention to for measuring success, from mobile first design to the user journey, simplifying user experience (UX), reducing loading speeds, AI integration and personalisation.

Rubber Cheese and Convious will share recent successful case studies to illustrate the power of conversion rates. They explore how simplifying the website UX for the Burg Hohenzollern castle resulted in a significant increase in online ticket sales. By making it easier for visitors to find and purchase tickets, the museum was able to drive revenue growth and improve the guest experience.

They will highlight the impact of speeding up delivery, both in terms of the online guest journey to find information and by reducing website loading times through results for the The National Marine Aquarium. For Plymouth Gin Distillery, they will showcase how streamlining the visitor journey improved conversion rates, drove repeat business and increased overall customer satisfaction.

From optimising website design to streamlining the visitor journey, museums can use data to drive meaningful business outcomes, improve guest satisfaction and deliver exceptional experiences.