The Elephant in the Room
As a globally recognized, accredited zoological society that offers over 800,000 annual visitors a chance to learn about more than 1,200 animals, Tampa’s Lowry Park Zoo is on a mission to teach wildlife conservation in a way that is exciting, interactive and fun. This mission is evident as soon as you set foot in their lush 56-acre park, and they wanted the same to be true on their web site.
The Zoo marketing team turned to their digital partners at Roger West to help them achieve their goals:
- Redesign the web site to position Tampa’s Lowry Park Zoo as a leader in wildlife conservation, as well as an exciting tourist destination.
- Improve navigation so visitors can easily find important information about a day at the Zoo, including animals, attractions, events and general park information, across all devices: desktop, tablet and mobile.
- Increase opportunities for conversion for ticket sales, membership and fundraising.
The Wildly Creative Design
Roger West delivered a clean, eye-catching design that features bright colors, dramatic imagery of up-close animal interactions and several custom responsive layouts that are easily accessible on all devices: desktop, tablet and mobile.
Roger West conducted a content audit and reorganized the Zoo’s content so visitors can easily find important information. Bold call to action buttons are used across the web site to promote ticket sales, membership and donations.
Sessions per Month
Decrease in Bounce Rate
Increase in Online Sales
“The team at Roger West delivered a web design that is guest friendly and interactive. Both our staff and visitors are pleased with how the web site positions our organization as a leader in conservation, while helping us achieve our goals for ticket sales, membership and fundraising.”
Tony Moore, COO at the Zoo
The Data-Driven Solution
The custom responsive web design is developed on Sitefinity CMS, an enterprise-level .NET content management system, which has been customized to allow the Zoo’s marketing team to dynamically manage a growing library of data-driven content, including 200 events, 160 reciprocal zoos, 150 animal bios, 140 sponsors, 86 attractions, 72 news articles and more.
Roger West also created a custom taxonomy of categories to easily tag and relate content types across the web site.
The Roaring Results
The new web site has exceeded the Zoo’s expectations, and according to focus group reports, site visitors are happy too.
Since the launch of the site, the zoo is getting over 100,000 sessions per month, more than half of which are on a mobile device.
They are now consistently getting a low bounce rate of approx. 30%, down nearly 10 percentage points when compared to the old site.
Additionally, their most popular content is the tickets page, and driving ticket sales was a key goal for the new site.
Comparing Sept – Dec 2014 with Sept – Dec 2015, the zoo’s online sales increased by an impressive 151%.
About Tampa’s Lowry Park Zoo
Tampa’s Lowry Park Zoo is the region’s only dedicated zoological garden and features natural outdoor exhibits that are home to more than 1,000 animals from Florida and similar habitats. With rides, shows, and hands-on experiences, Tampa’s Lowry Park Zoo is designed to enhance quality of life in the Tampa Bay area by providing an affordable leisure destination and center for education and endangered species conservation.
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