+32% growth in conversion rate and +16% more website purchases for A'DAM Lookout

How do you make sure more website visitors actually buy a ticket? For A'DAM Lookout, we helped improve the user experience, optimise conversion and ultimately: increase online revenue. A sharp analysis of on-site behaviour played a key role in this.

+32%

Increase in conversion rate

+13%

More online purchases

+6%

Longer session duration

ABOUT

A'DAM Lookout

A'DAM Lookout is a popular attraction in Amsterdam, known for the view from the tower and its unique experiences such as the VR Game Park. The website is their main channel for ticket sales.

THE

CHALLENGE

A'DAM Lookout wanted to tackle the declining conversion rate on its website and bring it back up to at least 4.75%. Compared with the previous year, there were fewer purchases via the site. The goal was to set up the website more smartly so that more visitors would convert.

OUR

RESEARCH & GOALS

At A'DAM Lookout, we saw opportunities to improve website performance. Traffic was increasing, but this did not automatically lead to more conversions or lasting engagement. The display campaigns generated lots of clicks, but often attracted visitors with little interest. In addition, the iFrame ticketing system offered little room for optimisation.

To pinpoint where optimisation was needed, we carried out an extensive data analysis. This revealed some valuable insights: the number of visitors rose slightly, but the number of genuinely engaged sessions fell by 21%, and the display campaigns mainly attracted users who left the website again after an average of 6 seconds.

Our goals:

Increase the conversion rate from 4.49% to 4.75% (Nov-Apr), despite a downward trend in the preceding months.
Generate more purchases through their own channel, without depending on external sales channels.
Improve the quality of traffic, for a better match between offer and target audience.

“

Through targeted optimisations and an improved user experience, we significantly increased both conversion and online purchases.

— A'DAM Team

THE

SOLUTION & IMPLEMENTATION

In the past, few major website changes had been made that affected the conversion rate. That's why we focused on the quality of traffic, especially paid traffic. We saw clear differences between periods and noticed that display campaigns barely contributed to interaction on the website. These campaigns were therefore scaled back.

Adapted key pages and the checkout to increase the chance of a purchase.
Drew up a plan to replace the current iFrame ticket setup with a ticket environment on a subdomain, which offers more scope for SEO optimisation and a better user experience.

THE

RESULTS

Compared with the same period last year, we see clear improvements in both conversion and traffic quality:

+32.32% increase in conversion rate, ultimately achieving a conversion rate of 8.45%.
+13.21% more purchases via the website, an important step towards more control over the customer journey and margin.
+6.07% longer average session duration, indicating more engagement and relevance.
Display traffic cleaned up: session quality increased and costs reduced.
Developed a plan for migrating tickets to a subdomain, as a foundation for scalable content creation and local SEO.

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