We worked with Mayflower Theatre on a comprehensive audit of existing website content. This involved breaking down all pages and reviewing their performance to determine which could be removed, consolidated, improved, or kept. This helped scale back the overall number of pages and simplify navigation structure, allowing people to quickly find the information they need.
Extensive work went into creating the optimal What’s On page using user experience testing and usability trends. We ran tests on various approaches and experimented with category names and styling to create an intuitive and engaging area for regular and new bookers. The result successfully helped people discover upcoming shows and workshops, taking them from listing pages straight through to shows they’re interested in. Statistics show bookings are now most likely to be made by someone aged 25-54.
Before launch, we conducted full optimisation to ensure all areas could be read, understood, and indexed by Google. We provided support creating meta information and other onsite optimisations throughout the site to increase click-through rates from search engine traffic.
Using Google Tag Manager, we set up extensive tracking throughout the website. With regular campaigns running, it was crucial that all interactions were tracked correctly, including ecommerce tracking and individual elements like buttons and search features. Since launch, we’ve continued supporting Mayflower with marketing campaigns and tracking for their migration to TNEW.
