Mobilize the customer experience: Turn a desktop solution into a mobile platform
Chester Zoo realized its customers were rapidly going mobile as early as 2010. The team anticipated the trend that has seen mobile, as a percentage of overall traffic, rise from a modest 10% to a whopping 70% by 2014. It knew, even at this early stage, the current web infrastructure wasn’t equipped to handle customer mobile experiences. And so it kickstarted a process that, today, means every single digital decision is made with mobile in mind. Working with agency partner, Code Computerlove, the zoo embarked on a mobile transformation project to make sure every customer visit is mobile optimized before, during, and after every zoo visit.
The team started with the basics. It wanted to make sure conversion rates for mobile site visitors matched desktop metrics, already optimized by Code Computer love using Sitecore, for driving footfall, booking tickets, memberships, donations, and gift sales.
The work, backed by research and persona work, focused on supporting mobile users when planning a trip to the zoo, looking for information about the opening times or prices, and making the final booking. By introducing adaptive and responsive features based on device detection, the initial project delivered a 200% rise in mobile conversions to support the majority of site visitors. Today content editors can easily visualize and build the structure and hierarchy of the site. And with a focus on journeys and testing with split testing programs,the content team can run tests secure in the knowledge the IT team has created a robust architecture on Sitecore.
Read the Chester Zoo case study to learn how this pioneering digital team has managed the rapid growth of user mobility before, during, and after every zoo visit to achieve a:
- Whopping 200% increase in mobile conversions
- Industry-leading 20% app visitor penetration rate
- Simplified and clearer messaging structure
- Stronger customer understanding