Increasing conversion rates for ticket and merchandise sales for The Unthanks
The project
The Unthanks are an English folk group known for their eclectic approach in combining traditional English folk, particularly Northumbrian folk music, with other musical genres.
Their unique approach positions The Unthanks as much more than a band. They exist to explore ideas, journey through music, share stories, to connect and participate, as well as to perform.
We were commissioned by The Unthanks to re-design, develop and launch a new website for the band to coincide with their upcoming tour and album release, Sorrows Away. Our brief was centred around driving customer purchases, leading to an increase in conversion rates for ticket and merchandise sales.
Immersive storytelling
The website we have created communicates and celebrates the band’s rich cultural heritage, influences and successes through improved navigation, UX and immersive storytelling. The Unthanks have journeyed through a diverse range of musical forms, meaning it was imperative that the platform we built enabled the band to share their experience.
Increasing conversion rates
With such a diverse following, it was paramount that consideration was given to functional requirements in driving customer purchases. Our solution improved search functionality and streamlined the checkout process, leading to an increase in conversion rates for ticket and merchandise sales.
As part of the checkout process, we built in a bespoke collection service. This allows fans attending a gig to pick up their orders at the venue. Consideration was also given to delivery costs in the EU. To avoid EU costumers paying large import costs we included a EU tax solution, meaning tax and duty is automatically paid.
Adaptable schedule
To support the band’s upcoming and future tours, we created a flexible CMS that allows content publishers to update The Unthank’s schedule with ease. The band’s diverse range of stage performances and ensembles can all be found in one place, with a filtering system giving customers quick access to their shows of choice. Visitors can also purchase via the site, ultimately increasing conversion rates for ticket sales.
A modular framework provides content publishers with a diverse range of layouts, allowing for all content types and facilitating an engaging user journey.
