Accelerating SEA LIFE’s content updates with a 48-hour reduction in editing delays
Client overview
SEA LIFE, part of the Merlin Entertainments group, is the world’s largest aquarium brand, consistently welcoming over 20 million guests each year across more than 50 aquariums and sanctuaries globally. Their mission is not only to celebrate the sea and its inhabitants but also to inspire, educate, and preserve ocean life for future generations.
The challenge
SEA LIFE faced significant hurdles in managing their content across multiple regional sites due to a cumbersome pre-existing Umbraco code base. The website’s architecture was inefficient, creating delays of up to 48 hours for staff when uploading new content.
This slow editing process hindered their ability to provide timely information to prospective visitors and maintain a cohesive brand presence. The need for a robust and responsive digital platform became essential to ensure that SEA LIFE could effectively celebrate and educate their audience about ocean life while delivering a seamless user experience.
This slow editing process hindered their ability to provide timely information to prospective visitors and maintain a cohesive brand presence. The need for a robust and responsive digital platform became essential to ensure that SEA LIFE could effectively celebrate and educate their audience about ocean life while delivering a seamless user experience.
“CTI have been instrumental in helping us stabilise our site and giving us a strong platform, to build on for our campaigns and to inform visitors of key information across our range of attractions”— SEA LIFE
The approach
To address SEA LIFE's content management challenges, we examined their existing platform thoroughly, identifying bottlenecks and areas for improvement. Through these targeted improvements, we established a robust digital infrastructure, empowering SEA LIFE to serve their guests more effectively while ensuring their online content remains fresh and inviting. Our strategy was centred on creating a more agile and user-friendly website by implementing the following initiatives:
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Optimising the upload process:
We tackled the 48-hour content upload delay head-on by integrating the Azure CDN API into Umbraco. This enhancement allowed for instant cache purging whenever new content was edited, significantly speeding up the process and enabling SEA LIFE staff to maintain an up-to-date online presence. -
Revamping the tickets page
Understanding the importance of user experience, we worked closely with SEA LIFE to standardise their ticket pages. By designing visually engaging modules, we improved information presentation, making it easier for visitors to compare options and appreciate the added value of bundled offers. -
Implementing a Key Sales Point Bar
We developed a strategic Key Sales Point Bar positioned beneath the navigation to amplify their online sales. This feature highlights the core benefits of booking tickets online, guiding users directly to the purchase page and facilitating a more engaging buying process. -
Enhancing visual content management
Recognising the allure of SEA LIFE's captivating imagery, we updated templates to ensure optimal display of photos across the site. We included clear guidelines within the CMS to assist staff in uploading suitable images, resulting in a polished, professional appearance that resonates with their family-oriented audience.
The results
The enhancements made to their digital platform create a more engaging experience for visitors while supporting SEA LIFE’s long-term goals. With these improvements, SEA LIFE can now respond quickly to visitor needs and create a more engaging online experience.
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48-hour reduction in content editing and upload times:
This substantial decrease has dramatically streamlined SEA LIFE's internal processes, enabling staff to publish updated information quickly. This efficiency ensures that visitors receive timely and relevant content, enhancing their overall experience. -
Increased user engagement on ticket pages:
The introduction of standardised ticket pages simplifies the visitor journey, making it easier for potential guests to compare options. This improvement not only enhances user satisfaction but also leads to a higher conversion rate. -
Enhanced online bookings:
The Key Sales Point Bar effectively highlights the advantages of purchasing tickets directly through the website, motivating visitors to take action. This strategic feature has contributed to a noticeable boost in online sales. -
Ongoing collaboration opportunities:
The confidence built through our successful partnership has opened the door for further projects, allowing SEA LIFE to continuously improve their digital offerings. -
Positioned for future growth:
With a solid digital foundation now in place, SEA LIFE is well-equipped for upcoming developments, including a newly designed homepage and targeted marketing initiatives to showcase new attractions.
