Crowd Convert, a next-generation digital engagement solutions specialist founded by attractions industry veteran Andy Povey and digital expert Paul Marden, has collaborated with data insights agency Decision House to explore what genuinely influences online engagement among visitors to UK attractions.
The free report offers insights that marketers can immediately put into practice to boost conversion rates, enhance digital engagement, and create seamless online experiences.
The Online Booking Experience: What Drives Visitors to Click “Book Now” surveyed UK adults to provide a representative insight into consumer attitudes towards attraction websites and their online booking processes. It investigates both the positive and negative factors that influence the overall experience, as well as what motivates guests to click ‘book now’.
Unclear pricing and hidden fees emerged as major frustrations, with 25% of respondents identifying them as the main obstacles to completing a booking.
Key influences
A key finding was the impact of weather on trip planning. Over 70% of respondents frequently consult weather apps when planning to visit, not only on the day but also beforehand.
This dependence on weather forecasts presents a notable chance for attractions to tailor their messaging, promotions, and digital experiences. Operators who incorporate weather considerations into their communications, pricing, and user journeys are more likely to convert online interest into actual bookings, regardless of the weather.
Beyond ticketing, the report provides insights into how visitors plan their trips, discover new experiences, and what factors matter most to them upon arrival.
On-site cleanliness and maintenance are the most important factors, especially for visitors with children.
Clear answers from the source
Povey says: “We partnered with Decision House because we wanted to find clear answers directly from the source.
“What the results have shown us is that people just want an easy route. They want a quick, simple and frustration-free booking process. They want websites that work with them, not against them.
“We may not have learned anything radically new from this data, but what it gives us is reassurance and clarity. The frustrations visitors face are consistent across the board, and that means we know exactly how to help attractions design better online experiences that truly work for their guests.”
Steve Mills, director at Decision House, says: “By being able to quantify this data, we can start to see inside the mind of the visitor, understanding what really drives them to make a purchase.
“These insights give attractions the power to plan more effectively how they show up online. When you know exactly what helps or hinders a booking, you can streamline the digital journey, reduce frustration and create experiences that genuinely work for your guests.”
The research supports Crowd Convert’s goal of rehumanising commerce by designing online experiences that are seamless, intuitive, and reflective of actual visitor behaviour.
The full report is available here.
Earlier this year, Merac, an integrated ticketing, retail, and fundraising platform within the Crowd Convert group, unveiled a new service model that reimagines the support available to visitor attractions.
