Meet Attraction Tickets:
Attraction Tickets has always been driven by a singular mission: to Add Happiness® to holidays by making it easier for customers to access tickets to the world’s top attractions. Having sold over 15 million tickets, the company’s values and customer promises remain as strong today as when it first began.
In pursuit of delivering seamless digital experiences, Attraction Tickets partnered with AB Tasty to use AdaptiveCX and Search to further optimize the online journey for its customers.
The challenge: Improving product discovery and conversion rates
Despite a robust offering, Attraction Tickets identified a key area for improvement: the search experience.
Previously, the search bar provided no suggestions until users began typing, offering little guidance — especially for first-time visitors with no search history. This limited the ability to inspire and guide users, potentially impacting product discovery and conversion rates.
The solution: AB Tasty’s Adaptive Search
Attraction Tickets aimed to transform the search journey by providing users with the most relevant keyword suggestions from the very start. The goal was to make product discovery intuitive and engaging, ensuring that both new and returning visitors could quickly find what they were looking for.
Adaptive Search was implemented to overhaul the existing search experience. This solution:
- Delivers relevant keyword suggestions from the very first character typed, eliminating the previous gap in guidance until users began entering text.
- Prioritizes suggestions based on in-session user affinities, such as most recently or most commonly searched terms. Attraction Tickets chose to highlight the most recent searches for returning users.
- Seamlessly integrates with both in-house and third-party search solutions, enhancing flexibility and scalability.
BEFORE:
Inactive search bar with no suggestions shown on click.
AFTER:
Adaptive Search: Instant keyword and product suggestions displayed on click.
Enhanced solution: Adaptive Search + recently viewed (with product images)
To further boost engagement, Attraction Tickets enriched AdaptiveCX Search with product images from users’ recently viewed items. This visual enhancement:
- Captures user attention more effectively.
- Drives higher engagement and click-through rates.
- Contributes to improved conversion rates by making the search experience more intuitive and visually appealing.
Uplift and key results
The impact of Adaptive Search was both immediate and significant, as demonstrated by A/B testing:
- +39.70% uplift in average page views (Used vs. Not Used)
- +21.98% uplift in add-to-basket rate (Used vs. Not Used)
- +41.46% uplift in conversion rate (Used vs. Not Used)
- Adoption rate of 11.24% among users
Even in the broader Test vs. Control comparison, notable uplifts were observed across all key metrics, confirming the effectiveness of the new search experience.
The business impact and takeaways
The introduction of Adaptive Search led to:
- Enhanced user engagement, with longer sessions and more page views per visit. This was reflected in both the Used vs Not Used and Test vs. Control groups.
- Improved product discovery, as evidenced by higher add-to-basket rates.
- Notably better conversion performance, with a substantial increase in conversion rates for users exposed to the new search.
- A smoother and more personalized onsite journey, resulting in greater user satisfaction and a positive impact on revenue.
What’s next for Attraction Tickets?
Building on these successes, Attraction Tickets is preparing to launch additional enhancements, including a new product detail page (PDP) carousel. This experience is currently in Live QA mode and will soon be available to all users, further advancing the company’s commitment to digital innovation and customer happiness.
