Rubber Cheese | 2022 Visitor Attraction Website Report

Rubber Cheese, an attractions-focused digital agency, conducted the 2022 Visitor Attraction Website Survey earlier this year, and last week it shared the results at a special launch event at the London Transport Museum, sponsored by Convious, a leading eCommerce platform for the leisure industry.

For the first time ever, thanks to this report, benchmarks related specifically to websites in the visitor attraction sector have been established by Rubber Cheese. The survey will take place each year going forward, and the subsequent reports will enable marketing professionals within the industry to gain a more accurate picture of what good performance looks like across similar branded websites, allowing for better decision-making with genuine insight.

The report has the full support of both the ALVA, the Association of Leading Visitor Attractions and ASVA, the Association of Scottish Visitor Attractions. It presents key information and suggests practical solutions to the problems identified, meaning that operators can concentrate on running a successful attraction, and let the website run itself.

A focus on visitor attractions

The 2022 Visitor Attraction Website Report includes metrics for add-to-basket rate, basket abandonment rate, bounce rate, conversion rate and load times, as well as key insights into user experience, booking journeys, mobile experience and more.

“The past few years have transformed how visitor attractions operate online forever,” says Kelly Molson, the founder of Rubber Cheese. “With the increased need for online bookings, additional revenue drivers, and a seamless on and offline experience, it’s more important than ever for visitor attraction marketers to understand how their website is performing. 

“But knowing what good looks like is almost impossible until we uncouple visitor attractions from the travel and tourism industry sector skewing the data. After all, an airline is not a…

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