May 13, 2015

Multivariate Testing’s Hidden Thrills: Our VRTP Case Study

Problem

Village Roadshow Theme Parks (VRTP) is Australia’s largest theme park operator overseeing Warner Brothers Movie World, Sea World, Wet’n’Wild Water World, Paradise Country and Australian Outback Spectacular. Their VIP and Non-VIP packages offered visitors a range of exciting benefits, but little by way of a direct, scannable, side-by-side comparison. Before they embarked on a full redesign, VRTP wanted a way to validate that such an solution would even move the needle.

Hypothesis

We believe presenting ticket options within a more readable benefits table will drive higher checkout conversions and increase revenue.

Solution

Two shorter, highly scannable park pass benefits tables — for both VIP and Non-VIP— were tested against longer, scrolling pages that required shoppers to synthesize many disparate parts. While global page design remained fixed and the changes looked simple, these were subtly complex multivariate tests. All permutations of new and old pages were tested against each other during the experiment.

Result

Every new variation combination tested increased add-to-cart rates vis a vis the legacy, however the permutation of new VIP and new non-VIP pages drove the greatest benefit. Not only did this new/new permutation widen the funnel at the top, it generated a 7% lift overall for order conversion rates.

VRTP’s “All New” benefit tables were a clear winner through and through. Employing a grid pricing format more common to SaaS companies was like hanging fresh signs above the parks many box offices. Good old-fashioned family fun had optimized its way into the land of native digital, creating what’s known in multi-variate-speak as a “a win for the new, and a win for the new.”

Click here to view the full data story.

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