Case Study: Aarhus Teater achieves 20% increase in online ticket revenue with VWO

Aarhus Teater Used A/B Testing To Boost Online Ticket Revenue

Aarhus Teater, one of Denmark’s oldest and largest theatres, wanted to increase online ticket sales by optimizing the main CTA on AarhusTeater.dk. They hired Klean.dk, who used VWO’s A/B testing tools to demonstrate how small changes could drive conversion and convince decision-makers.

Klean consultant Jesper Sørensen used VWO to run a 20-day A/B test (over 10,000 visitors) that changed the CTA text from “Køb Billet” (“Buy Ticket”) to “Køb Billetter” (“Buy Tickets”). The simple pluralization produced a 20% increase in revenue with a 98% probability of beating the original, demonstrating VWO’s effectiveness in identifying high-impact UX improvements.

Aarhus Teater

Jesper Sorensen

Consultant