Theme parks & entertainment
A dedicated optimization team quadrupled testing speed and returned 775% ROI
A major theme park operator
- optimizations a month, up from 2–3
- 8–12optimizations a month, up from 2–3
- to launch, down from 19
- 4 daysto launch, down from 19
- year-two ROI on the team’s cost
- 775%year-two ROI on the team’s cost
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- The challenge
- A three-year website redesign launched performing below the site it replaced, and the business needed to show a return on that time and investment quickly. A backlog of new features, including a new integrated commerce store, left little room to improve what already existed.
- What we did
- We set up a dedicated optimization team that ran alongside feature development, improving content, merchandising, entry flows, and page components in fast, iterative cycles. Every change was measured against orders and revenue, building a data-driven way of working as well as a better site.
- What changed
- Within a year, optimization moved from occasional to a repeatable cadence. Return on the team’s cost beat its targets in both years (500% against a 50% target, then 775% against 450%), and ecommerce revenue rose 5–7% in year two.