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Case Study

Go Ape

Go Ape is the UK’s number one forest adventure experience. With 30 sites around the country, they offer an action-packed day out, where groups can experience the forest canopy via a treetop rope course.

Since its launch over a decade ago, Go Ape has seen rapid expansion, and now needs a dependable solution that can scale to match growth, both now and long into the future. We were commissioned to completely redesign and build the Go Ape website, using their existing brand guidelines.


While Go Ape’s offline experience was exceeding visitors’ expectations – they were awarded the Customer Focus Award at the 2015 Lloyds Bank National Business Awards – they recognised that their websites weren’t delivering the same impact. We set out to redesign the online experience to build excitement for users before, during and after their visit. Our team worked closely with Go Ape and their key audiences to understand their vision and goals for the future, in order to build a digital platform that was equal to their ambitions.

With over 70 percent of bookings completed online, the new website needed to be robust and resilient. We recommended using Sitecore 8 for the new site, with Web Forms for Marketers and Email Experience Manager.


Objectives for the new website:

  • A flexible CMS that allows the marketing team to self-manage with ease
  • An increase in conversions (online bookings)
  • A reduction in the number of calls to Go Ape’s call centre
  • A website that delivers 99.9% uptime
  • CMS with strong built-in digital marketing capabilities that can be leveraged for personalisation
  • Reduce drop-off rate and help to retain users

The final project delivery included:

  • User research and consultancy activities to define requirements
  • New IA and user journeys
  • New design templates using existing brand guidelines
  • Website build in Sitecore CMS (Version 8)
  • Implementation of Sitecore Web Forms for Marketers and Email Experience Manager
  • Integration with Inforgen CRM


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.”