Case Study: Ambassador Theatre Group boosts checkout conversions with Optimizely

Ambassador Theatre Group utilise Optimizely Experimentation to drive conversions

Ambassador Theatre Group, a global live entertainment company, needed a better way to manage experimentation and improve its digital ticketing experience across multiple platforms. Its in-house digital team wanted help with feature monitoring, hypothesis testing, and data analysis, and turned to Optimizely for a more structured experimentation program using Feature Experimentation, Feature Flags, and Targeted Rollouts.

With Optimizely, Ambassador Theatre Group ran controlled tests to simplify mobile seat selection and add seat previews, reducing checkout friction and uncertainty for buyers. The results included a more than 10% increase in overall checkout conversion, a 7% lift in revenue per visitor, a 6% increase in conversion on one test, and a jump to two experiments per week, improving both conversion performance and the digital user experience.

Ambassador Theatre Group

Monty Mohamed

Product Insight Manager