Tours & Tickets – New Insights Leading to Digital Growth

Tours & Tickets is a leading organization in tourism and leisure, primarily active in Amsterdam. The company sells tickets for excursions, museums and attractions. With a strong-growing online presence via website and channels like Facebook and Instagram, they reach a large international audience annually.

After a period of significant online growth, Tours & Tickets faced the question of how to leverage their organically grown digital channels more effectively for higher traffic and conversions. While the website performed well, some visitors dropped off. The company wanted to understand exactly where bottlenecks lay in the mobile booking process, load times and alignment with diverse tourist groups' needs.

Cobra Systems conducted a comprehensive Digital Scan to evaluate channels on technology, usability and goal achievement. Using analytics data and in-depth conversations with tourists in Amsterdam, we formulated five concrete personas and mapped the customer journey. With these insights, we tested the website step-by-step. Critical improvement areas emerged, like mobile booking friction and load time reduction opportunities.

The Digital Scan provided Tours & Tickets clear insights into their audience and concrete platform bottlenecks. Through targeted technical optimizations, load speed improved and mobile experience streamlined. The project resulted in an immediate action plan for the short term and strategic roadmap to make digital channels sustainably contribute to conversion growth and higher visitor retention.

"The personas and user journeys Cobra Systems created gave us many new insights. With the digital scan results, we can now improve our digital channels to achieve higher conversion."

— David van Luijn, Online Marketing Manager at Tours & Tickets

Want to discover where digital opportunities and conversion gains lie for your organization? Contact Cobra Systems for a custom Digital Scan.