Embracing the mobile revolution

We are living in a time where the majority of online interactions occur on mobile devices, so it’s essential for visitor attraction websites to adapt and optimise their digital presence for this channel. With the release of our latest report, shedding light on the intricacies of website optimisation and user experience in the visitor attraction industry, it’s time to do a deep dive into mobile optimisation and understand why it’s crucial for success.

The mobile-first reality

The rise of mobile devices has brought about a profound shift in how consumers access information, make decisions and engage with brands. Mobile devices are no longer an additional means of accessing the internet; they have become the primary gateway for online experiences. According to StatCounter, as of July 2023, mobile devices accounted for 56.91% of global internet traffic, surpassing desktop usage.

Visitor attractions can no longer afford to treat mobile optimisation as an afterthought. To remain competitive and effectively engage with their audiences, they must prioritise mobile-first strategies. 


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


The mobile engagement disconnect

One of the most striking findings from our report is the gap between the importance of mobile engagement and the actual implementation of mobile optimisation strategies among visitor attraction websites. While 85% of respondents recognised the significance of personalisation for user engagement, only 6% had implemented it on their websites.

This disconnect is even more pronounced when considering mobile-specific optimisation efforts. A significant number of visitor attraction websites are still not fully mobile-responsive, making it difficult for users to access information, make bookings, or engage with the attractions seamlessly.


The consequences of neglecting mobile optimisation

Failing to optimise for mobile devices can have dire consequences for visitor attractions. Here are some key areas where neglecting mobile optimisation can impact the success of your website:

  • High bounce rates

A non-responsive website, one that doesn’t adapt to various screen sizes and orientations, is a recipe for high bounce rates. When users encounter a website that isn’t mobile-friendly, they are likely to leave immediately. Our report found that attractions with non-responsive websites often had bounce rates exceeding 60%, indicating a significant loss of potential visitors.

  • Decreased conversion rates

Conversion rates on mobile devices tend to be lower than on desktops due to the constraints of smaller screens and touch-based navigation. However, visitor attractions that neglect mobile optimisation are likely to experience even lower conversion rates. The report highlights that visitor attractions with poorly optimised mobile websites reported conversion rates as low as 1%, which is well below the sector benchmark.

  • Poor user experience

User experience is at the heart of mobile optimisation. A website that doesn’t adapt to mobile screens or loads slowly on mobile devices can frustrate users and lead to a poor overall experience. When visitors have difficulty finding information or navigating your website on their mobile devices, they are less likely to engage and more likely to seek alternatives.

  • Lost revenue opportunities

Neglecting mobile optimisation isn’t just a matter of inconvenience; it’s a missed opportunity for revenue generation. Visitor attractions that fail to provide a smooth mobile experience risk losing potential visitors who could have made bookings or purchases on their mobile devices. Given the increasing trend of spontaneous decision-making, especially when it comes to day trips and attractions, this is a significant revenue loss.


Get your head around the importance of mobile optimisation for your visitor attraction, download our latest report


The path to mobile optimisation

Understanding the importance of mobile optimisation is the first step, but how can visitor attractions actually do it? Let’s explore some actionable strategies and best practices based on the findings from our survey responses:

  • Prioritise responsive design

A responsive design is the foundation of mobile optimisation. It ensures that your website adapts seamlessly to various screen sizes and orientations, providing a consistent and user-friendly experience across devices. According to Google, 74% of visitors are more likely to return to a mobile-friendly website, emphasising the importance of responsive design.

  • Streamline the mobile experience

Mobile users have different needs and expectations compared to desktop users. Visitor attractions should streamline the mobile experience by simplifying navigation, reducing form fields, and ensuring that essential information, such as opening hours and ticket prices, is easily accessible. The report found that attractions with concise and well-structured mobile websites tended to have lower bounce rates and higher engagement.

  • Optimise page speed

Mobile users have little patience for slow-loading websites. The report highlights the need for visitor attractions to optimise their mobile page speed. Google’s PageSpeed Insights is a valuable tool for identifying areas where improvements can be made. Faster-loading pages not only enhance the user experience but also contribute to improved search engine rankings.

  • Use mobile-friendly content

Content remains king, and visitor attractions should ensure that their content is mobile-friendly. This includes using readable fonts, properly formatting text and images, and avoiding the use of Flash, which is incompatible with most mobile devices. Mobile-friendly content contributes to better user engagement and retention.

  • Embrace mobile payment options

In an era where contactless payments and mobile wallets are becoming increasingly popular, visitor attractions should embrace mobile payment options. Offering mobile-friendly payment methods not only simplifies the booking and purchasing process but also caters to the preferences of mobile users. 

  • Continuously test and improve

Mobile optimisation is an ongoing process. Regularly test your website’s mobile performance, gather user feedback, and analyse mobile analytics data to identify areas for improvement. A/B testing can help you refine mobile-specific elements and enhance the overall mobile experience. 


Mobile optimisation as a competitive advantage

Mobile optimisation is not merely an option but a competitive advantage for visitor attraction websites. Our latest report highlights the significance of aligning user experience and mobile optimisation to achieve digital success.

Visitor attractions that prioritise mobile responsiveness, streamline the mobile experience, optimise page speed, leverage mobile-friendly content, embrace mobile payment options, and continuously test and improve their mobile presence are poised to attract and retain mobile customers.

The mobile revolution is here, and it’s time for visitor attractions to seize the opportunity it presents. By optimising for mobile, you’re not just meeting user expectations; you’re setting the stage for success.

If you want to know more about how visitor attractions like yours are embracing mobile optimisation, download our 2023 Visitor Attraction Website Report; From Clicks to Conversions now.


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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