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Royal Opera House case study

How we scored a +36.91% increase in merch transactions for London’s most iconic theatre

The Journey

The Royal Opera House is known across the globe for its symphonic history and cutting-edge contemporary offering.

When it came to their online shop, though, something wasn’t hitting the right note – and it showed in the conversion rate. When you’ve got merch this good, it really ought to be flying off those Shopify shelves!

 

royal opera house branded tshirt

The ‘new in store’ section of the ROH shop reveals new items as the user navigates.

 

The team requested our much-loved CRO (Conversion Rate Optimisation) ‘Quick Wins’ Audit. We identified pain points on the homepage, category page filters, and checkout. Then we got to work on easy-to-implement optimisations that we knew would work wonders for the conversion rate.

Technology used:

  • Hotjar
  • Google Analytics
  • Shopify

 

BEFORE
old royal opera house website
AFTER
new royal opera house website
a man smiling pulling a double thumbs up

The results

In just one month, the Royal Opera House saw its conversions crescendo by +23.18%!

  • +36.91% increase in transactions in the first month
  • +134% more transactions from email campaigns
  • +128% more revenue from email campaigns
  • +285% increase in eCommerce conversions from social media traffic

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