Crowd Convert, a next-generation digital engagement solutions specialist founded by attractions industry veteran Andy Povey and digital expert Paul Marden, has shared that The Visitor Attractions Website Survey 2025, curated by Rubber Cheese, is now open for submissions.
The survey, now in its fourth year, offers industry-specific insights into how visitor attractions are performing online and spotlights key opportunities for advancement and innovation across digital platforms.
Crowd Convert is a key sponsor of the 2025 edition, together with ticketing platform Merac, which recently joined the Crowd Convert group, and specialist digital agency Navigate.
Attractions of all types and sizes worldwide are invited to take part. The survey is open until 15 July and is available here.
New features for 2025
The Visitor Attractions Website Survey 2025, curated by Rubber Cheese, a specialist digital agency for attractions which is now part of the Crowd Convert group, is the most ambitious edition of the survey so far.
Since its launch, the survey has become a valued resource for museums, theme parks, heritage sites and cultural destinations. It not only helps measure online performance, improve conversion rates and enhance the visitor experience, but also provides attractions with a way to place themselves in the context of their peers rather than broad tourism data.
As a result, the survey offers greater insight into what constitutes success in this unique sector.
Rubber Cheese is launching a range of new features this year, which are designed to provide even more practical value. Now, results will be provided with consumer research conducted in collaboration with Decision House.
This research aims to identify factors that lead visitors to book or abandon a purchase, such as unclear design, lengthy checkout processes, or a lack of confidence in payment systems. These insights will be shared with benchmarking data to help attractions take action.
Furthermore, supported by sponsor Navigate, the survey now includes questions on Return on Ad Spend (ROAS), to offer valuable data on the effectiveness of digital marketing channels used in the industry.
The 2025 edition also places a greater emphasis on digital sustainability. As more organisations implement environmental strategies, the digital footprint of their websites is becoming increasingly scrutinised. The survey will capture data concerning homepage load times, energy use and carbon emissions. Attractions will be encouraged to make changes that benefit their performance and the environment.
Additionally, this year, Rubber Cheese is introducing the option to complete the data capture process on behalf of respondents. This offers a safe and secure way to participate for teams who are pressed for time or uncertain about where to look for the appropriate analytics. To further reduce the barrier to entry for busy attractions teams, Navigate has also offered to submit data on behalf of their clients who opt in.
Understanding Mobile Effectiveness
Each participant will receive a unique Mobile Effectiveness Index score that highlights important areas for improvement and compares their site’s mobile friendliness to the industry average. This insight is more critical than ever, as mobile devices now drive over 80% of all website traffic to attraction websites.
Paul Marden, CEO of Rubber Cheese, says: “The 2024 edition of the survey highlighted real progress in areas like mobile design, personalisation and digital infrastructure. This year we’re taking it further and exploring the new challenges and opportunities facing the sector.
“With the addition of consumer insights and a Mobile Effectiveness Index, attractions will get a much clearer picture of how they are performing in the real world. This isn’t just about analytics, it’s about action. We want to give venues the tools to fix what’s broken and celebrate what’s working.”
“The consumer insights will add a completely new dimension to the results, bringing the visitor perspective into the mix,” says Steve Mills, director at Decision House. “This is about giving everyone in the industry a chance to improve the experience from the moment someone lands on the homepage.”
Last month, Crowd Convert announced the acquisition of K3 MStore, a comprehensive ticketing and retail platform formerly known as Merac, from K3 Business Technology Group. This strategic move signifies the next phase in Crowd Convert’s mission to rehumanise commerce and provide operators with a seamless, end-to-end solution that places the visitor at the centre of every engagement.
