Case Study: Merlin Entertainments achieves £246,000 revenue uplift and 97,000 cluster ticket sales with Umbraco

A new ticket-building site based on Umbraco that brought £246,000 increase in revenue

Merlin Entertainments, the operator of more than 120 visitor attractions, asked Jaywing to deliver a customisable, mobile-first ticket-building site—Merlin’s Magical London—to highlight connected attractions and enable multi-attraction pass purchases. The challenge was to improve the customer experience and conversion while launching before the peak summer season; Jaywing built the site using the Umbraco CMS to meet tight time and budget constraints.

Jaywing’s Umbraco-based solution, delivered in a three-month agile build with integrations for Azure, SendGrid and image/analytics tools, sold 97,000 cluster tickets from 23 July to 2 September 2017 (65,000 were 2-attraction tickets), generated an additional £246,000 in online cluster ticket revenue year‑on‑year, and increased online cluster ticket share from 28% to 35%. Umbraco’s platform was cited as key to meeting the schedule and enabling ongoing optimisation for improved mobile conversion.

Merlin Entertainments

Lisa Sendall

Head of Ecommerce