Key to Success:
- Test-and-learn mentality
- Weighting methodology to analyze potential optimization options
- A relentless focus on mobile best practices for both user experience and speed performance
The theme park needed to create a mobile-optimized version of their ticket purchase flow, which was currently delivering an un-optimized desktop experience to mobile users. As a result of the poor user experience, check-out cart abandonment was high.
They enlisted Merkle and our ResponsiveJS platform to transform the unoptimized pages of their desktop site into responsive pages. After only eight weeks of responsifying their existing site, the theme park’s customers were receiving an experience optimized for their device, no matter if it was smartphone, tablet or desktop.
To further improve performance, phase two of the website project addressed site speed. The Merkle team performed server-side optimization through advanced image and code optimization techniques. Customers received an experience that was not only optimized across devices; it was also fast and seamless.
Following the ResponsiveJS implementation and improvement in site speed we conducted further optimization through A/B testing of small but impactful areas of the check-out experience across both desktop and mobile. The client was left with a fully optimized, high-performing customer experience.