2023 Visitor Attraction Website Report – From Clicks to Conversions: Website Optimisation and Visitor Engagement

We’re thrilled to unveil the 2023 Visitor Attraction Website Report, “From Clicks to Conversions: Website Optimisation and Visitor Engagement,” and we invite you to be among the first to access it. 

Since the launch of our inaugural visitor attraction website report last year, we’ve been blown away by how many in the industry have found the groundbreaking benchmarks for the sector useful. We know that providing a real focus on visitor attractions as a sector in their own right has meant that the marketing teams behind the scenes can gain a better understanding of how they can achieve the highest possible conversion rates, but we wanted to go further this year. 

It’s not unusual for online interactions to precede real-world experiences in 2023, meaning that user experience (UX) has become a vital component of digital success. A staggering 88% of online consumers won’t return to a website after a poor user experience, underscoring the importance of getting it right from the start.

Download the report now to unlock key insights and recommendations for your visitor attraction


Our second visitor attractions website survey, conducted between May and July 2023, explored the relationship between user experience and visitor conversion rates. By examining the digital journeys of visitor attraction websites across the UK, EU and North America, we aimed to understand in more detail the reasons behind the sector benchmarks, and what could be done to improve them. 

This year’s report not only revisits key metrics from our previous edition but also introduces the potential reasons why visitor attraction sites have performed as they have. These findings provide invaluable insights and actionable recommendations to marketing managers and visitor attractions, allowing them to make strategic enhancements to their online presence and achieve tangible results. 


A closer look at the findings

Our report is full of insights for marketing managers in the visitor attraction industry and explores how they can drive positive change for their website user experience and performance. 


1. The missed opportunity of user testing

One of the most eye-opening revelations from our research is that 70% of respondents had never conducted any form of user testing on their websites. This means that the performance of these sites is often based on internal assumptions rather than tangible user-centred data. 

User testing is pivotal for gaining an accurate picture of what works and what doesn’t work on a website. It ensures that improvements are made to enhance the user experience and test whether what’s developed resonates with the target audience. In fact, a study by the Nielsen Norman Group found that improving a website’s usability can increase conversion rates by up to 200%.


2. Simplify the checkout process

The modern world values convenience, and so an overly complex checkout process can be a significant barrier to conversion. Our findings reveal that 75% of visitor attraction websites still expect customers to complete more than five steps to make a transaction. This leads to frustration, higher abandonment rates and a loss of consumer trust. 

Research by e-commerce giant Shopify shows that simplifying the purchase process can lead to a significant increase in conversions. For instance, reducing a five-step checkout to just two steps can result in a 32.6% increase in conversions. Removing unnecessary steps can translate into real financial gains, with an extra £8,000 per year for the average attraction and a staggering £225,000 per year for top-performing attractions.


3. The importance of regular content updates

Content is king, even in the world of visitor attractions. Our research indicates that those who updated their website content frequently enjoyed better results. Attractions that kept their content fresh and engaging saw an average of 25,000-50,000 completed website purchases a year.

Regular content updates help keep websites fresh, build credibility, and foster brand trust, ultimately contributing to increased engagement levels. Neglecting content updates can result in lower conversion rates which we saw from our survey responses. Those who did not regularly update their content had on average less than 5% conversion falling below the sector benchmark.


4. Getting personal

Our research found that while 85% of respondents believed personalisation was crucial, only 6% had implemented it on their websites. This indicates a significant gap between what visitor attraction sites believe they should offer their customers and what they actually deliver.

Personalisation offers a range of benefits, from providing tailored content and recommendations to making it easier for visitors to find relevant information. Studies show that 80% of consumers are more likely to make a purchase when brands offer personalised experiences. It’s time for visitor attractions to bridge this gap and tap into the opportunities that personalisation can bring to conversion rates.


5. The power of incentives

Incentives play a vital role in motivating users to take action on a website. However, our research reveals that only 32% of respondents used incentives, such as discounts, to encourage website engagement. The data shows that these sites tended to have higher percentages of completed transactions compared to those that didn’t use incentives.

A study by VWO indicates that the implementation of a 10% discount can lead to a 50% increase in conversions. Incentives not only boost conversions but also contribute to building brand loyalty, making it a “quick win” for visitor attractions looking to enhance their customer retention strategy.


6. The missing interactive link

Our research highlights that 53% of visitor attractions surveyed lacked any interactive elements on their websites. This gap presents an opportunity for attractions to bridge the divide between the real-life experience and their website.

Interactive content, such as quizzes, assessments, and polls, can increase time spent on websites by up to 80%, according to research by HubSpot. It grabs more attention than static content and can motivate users to engage, spend more time on the website, and ultimately make a purchase.


Make your online experience as good as your real-world experience

Our comprehensive report on website optimisation and visitor engagement equips you with the insights and recommendations needed to chart your path to success.

By prioritising user testing, simplifying the checkout process, embracing regular content updates, and harnessing the power of personalisation and incentivisation, you can transform your website into a conversion powerhouse. Don’t forget the importance of incorporating interactive elements to captivate your audience and keep them engaged.

Download the 2023 report and gain invaluable insight for your visitor attraction website


Rubber Cheese is here to support you. Our team has a proven track record of helping leading attraction and destination brands stand out online and drive more visitors. We understand the challenges you face in creating remarkable visitor experiences, both online and offline, and we’re dedicated to helping you achieve your goals.

If you’re ready to discuss your specific requirements and explore how we can work together to elevate your attraction’s online presence, please don’t hesitate to reach out to Kelly Molson at We look forward to helping.


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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