The Rubber Cheese 2023 report “From Clicks to Conversions: Website Optimisation and Visitor Engagement” delves into the crucial relationship between user experience and visitor conversion.

Following the success of the first Visitor Attraction Website Survey Report in 2022, we wanted to take a closer look at the reasons why websites were performing as they were within our sector.

_We set out to not only understand whether or not the benchmarks we outlined last year were still relevant, but also to get insight into why this is the case. We wanted to find out what visitor attraction sites were doing to go beyond clicks to craft seamless user journeys and experiences that would transform online engagement into real-world visits. _

All data has been gathered voluntarily, through an online survey which used a variety of qualitative and quantitative questions, completed by attractions across the UK, EU and North America. The survey also revisited vital questions from last year on bounce rates, basket abandonment rates and conversion rates.

Carried out with support from Convious, ALVA, ASVA and AVEA, the survey report provides invaluable insights and actionable recommendations for attractions in the UK and Europe, allowing marketing professionals to start strategically enhancing their attraction’s online presence and drive tangible results.

1. Introduction
2. Methodology
3. Findings & Results
4. Demographic Insights
5. Platform Insights
6. Key benchmarks
7. Key Insights** **
8. Usability
9. Design, navigation and content
10. Customisation
11. Recommendations
12. About Rubber Cheese
13. About Convious
14. References & appendices