Go Ape’s new digital estate enables them to take advantage of rich media, solid user experience, persuasive design, social media, personalisation and geolocation to drive increased engagement and sales through a solid and scalable technical platform.
Paul Lymer, Marketing Director at Go Ape, says, “At Go Ape we pride ourselves on delivering amazing customer experience. We started the design process with one simple objective; we wanted to replicate the same excellent customer experience that our teams deliver at site, digitally.
Obviously our new website is fast, built mobile first, fully responsive – it’s designed to be easier to use with all of the right information in all of the right places. Over that, what we really wanted to achieve was a personalised experience that felt the same as the delivery of one of our instructors.
Using technology, we were able to go past simply calling our customers by their name. We wanted to identify where a customer lives and then show them to their nearest or most relevant adventure. We wanted to be able to recognise a customer has visited before, then recall and prioritise information based on their previous visit. We wanted our marketing comms to be personalised too. As well as some other really cool tricks.
Our eventual aim is to deliver an entirely bespoke website for each of our customers based on behaviour, location, where they had previously visited or what they had previously bought. We have gone some way to achieving this and are looking forward to the future.”