Case Study: SeaWorld Parks & Entertainment achieves record conversion gains with Optimizely

SeaWorld delivers step change in customer experience through relentless experimentation

SeaWorld Parks & Entertainment worked with Optimizely to modernize its 12 branded websites as more guests moved online to buy tickets and add-on experiences. The challenge was improving usability and conversion across a digital experience that had sparse historical data, high mobile traffic, and friction points in the purchase flow, especially at the cart and checkout stages.

Using Optimizely’s experimentation platform, visual editor, analytics, and services team, SeaWorld built a data framework, ran more than 50 A/B tests, and integrated customer behavior insights to guide decisions. The result was tens of millions of dollars in A/B-tested conversion lift, a 30% improvement in website feedback scores, a 50% reduction in bottom-of-funnel failure rates, and a 40% improvement in latency on key actions.

SeaWorld Parks & Entertainment