2022 Visitor Attraction Website Report

How can you benchmark your visitor attraction website against national averages?

For the first time ever, benchmarks related specifically to websites in the visitor attraction sector have been established. This means marketing professionals within the industry now have a more accurate picture of what good looks like across similar branded websites, allowing for better decision making with genuine insight.

Findings presented here reveal metrics for:

  • Add to basket rate
  • Basket abandonment rate
  • Bounce rate
  • Conversion rate
  • Load times

Plus key insights into user experience, booking journeys, mobile experience and more.

Carried out with the full support of ALVA and ASVA, this report brings you vital information and suggests practical solutions to the problems identified. So that you can concentrate on running a successful attraction, and let your website run itself!


Launch event

If you made the event, thank you! It was wonderful to see so many of our friends in such an iconic setting. We’ll be releasing the recording of the event very soon, so keep an eye on your inbox and on our LinkedIn page.

Rubber Cheese founder Kelly Molson presented key findings from the report to an audience of attraction professionals from across the sector, at the London Transport Museum.


We’re developing a number of webinars with our key partners, to highlight ways you can improve on the benchmarks, and key insights within it. These will include user experience, speed, mobile design and improving that all important booking journey.

You’ll all receive invites to these in the coming weeks.


Can we help you with your attraction website?

At Rubber Cheese we design and build remarkable websites that help sell more tickets and showcase outstanding visitor attraction experiences.

Taking a user centric approach, we focus on making continual improvements that deliver better conversions and increased revenue. We can support your existing WordPress or Umbraco website, or work with you to create a new one.





Paul Wright.
Kelly Molson Managing Director

Host of the popular Skip the Queue Podcast, for people working in or working with visitor attractions, she regularly delivers workshops and presentations on the sector at various national conferences and universities including The Visitor Attractions Conference, ASVA and Anglia Ruskin University.

Read more about me

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