Leisure
CMS Web Development
Umbraco
Increase in Sessions YOY
Increase in Mobile Traffic YOY
Of all 2017 sessions were on mobile
Increase in Conversion Rate
Alton Towers Resort began working with CTI Digital in January 2017, initially to work through a backlog of
As with any seasonal business, there were challenges to deliver to deadlines for park opening. We also ensured that we helped to continually improve the website journey for a range of audiences, whether they were looking to book theme park tickets, waterpark tickets, book short breaks or find out information about rides, opening times and events.
Alton Towers Resort has seen an increase of mobile traffic in 2017 of 56% from 2016. Mobile now accounts for 70% of all sessions to the website. Considering this, our mindset to approaching any work on the website has to be truly mobile-first, from our wireframing and design concepts to final testing. This approach ties in with the Google mobile-first indexing change, which will likely see the impact roll out in 2018.
2017 saw the opening of CBeebies Land Hotel at Alton Towers Resort. A microsite had been previously built, however we needed to concisely communicate the offer of the hotel, to families with preschool children, on the Alton Towers Resort brand website. This involved promoting key activities and the benefits of the various themed rooms, based on characters from popular shows. We implemented a one-page interactive landing page, to communicate the activities of the hotel and to use the overarching brand assets to help engage users.
Alton Towers Resort has an extensive offering in terms of accomodation, With the Alton Towers Hotel, Splash Landings Hotel, Enchanted Village woodland lodges and luxury treehouses, as well as the recently opened Cbeebies Land Hotel. There are almost 600 rooms and 55 different themes to choose from.
Having a clear customer journey was important, helping potential short break visitors to find the best room for their stay. As a result, we implemented an updated Short Breaks landing page, using research from the industry and best practice to inform our approach. This page helps users to see the key benefits of each hotel and the enhanced Themed Rooms listing page allows users to find the perfect room for their stay. We also implemented improved individual listing pages, which clearly show the room facilities, with photos, 360-degree video tours and information about other hotel amenities available, such as restaurants and spa, golf and other adventures.
We implemented an updated design to the Opening Times page. As Alton Towers Resort has multiple attractions, operating under various opening times, we needed a clear way to communicate to users what times the Theme Park was open, as well as the Water Park and other activities. A concise page, with interactive calendar modules, delivered this.
