ASVA Members Area

Key insight from the 2022 Visitor Attraction Website Report

Run By ASVA/ Rubber Cheese

Broadcast On 31/01/2023

In 2022 web design specialists and supporters of ASVA – Rubber Cheese – surveyed and undertook research with attraction operators from across the breadth of both ASVA and ALVA memberships, to explore the online customer journey currently being offered to our visitors and establish some benchmarks for quality in visitor attraction websites.

Using the results of this research, for the first time ever, benchmarks related specifically to websites in the visitor attraction sector have been established. This means industry professionals now have a more accurate picture of what good looks like across similar branded websites, allowing for better decision making with genuine insight.

Kelly Molson, founder of Rubber Cheese, shared the results of this survey and revealed national metrics for:

  • Add to basket rate
  • Basket abandonment rate
  • Bounce rate
  • Conversion rate
  • Load times

And in addition, the webinar also revealed insights into user experience, booking journeys, mobile experience and so much more. This event was really useful viewing for members keen to assess the effectiveness and user experience their website offers as it provided a wider context of what industry averages are and where improvements can be made by:

  • Benchmark your visitor attraction website against national averages
  • Know what great looks like and where you sit currently
  • Build arguments for future investment in your website and digital channels