Auckland Arts Festival leverage Pureprofile technology to uncover crucial insights

Pencil Paintbrush Icon teal

Challenge

Auckland Arts Festival were looking to increase conversion rates among website visitors who had expressed interest in the 2019 festival. In order to achieve this they first needed to understand the following:

  • Proportion of website visitors who were ticket purchasers as compared to those who were undecided about attending the festival
  • Consumer sentiment towards the festival lineup and event schedule
  • Barriers to ticket purchase

Solution

Custom audience segments

Created simple, on-brand surveys

Enhanced customer journey

Integrated the surveys onto their events page, to ensure that they were only asking feedback from the most engaged website visitors

Brand Impact Study

Asked a range of in-depth questions to facilitate truthful, detailed feedback

Client Success Auckland Arts Festival ticket icon

Outcome

  • Website visitors provided insightful and in-depth information on the role the website played across the customer journey
  • Determined the strength of the website as a sales channel, and highlighted its role within the overall marketing strategy
  • Gained insight into why people weren’t intending to purchase tickets and integrate these learnings into planning for future festivals