MarcusTheatres.com Website Redesign: Year One Results
As the fifth largest theatre circuit in the United States, Marcus Theatres® is known for its affordable high-end entertainment, excellent customer service, and exceptional movie viewing experience. When Marcus Theatres approached us, they were looking to create an online presence that mirrored all they had to offer onsite.
So, with our tickets punched and the movie reel running, we grabbed some popcorn and set out to build an innovative website that would drive sales and reinforce the Marcus Theatres brand.
As we began the MarcusTheatres.com project, we had to identify our goals and challenges:
First and foremost, we knew it was crucial to build a website that accommodated to the ever-changing demands of the digital landscape in relation to screen size. (After all, Marcus Theatres knows a thing or two about screen size, with their multitude of large screen formats, including the towering UltraScreen® and it’s sister SuperScreen®.) Previously, MarcusTheatres.com had a separate mobile site that didn’t offer the users the same helpful content the full site did, and the design, as happens so often in web, became outdated.
Goal 1: Construct a fully responsive website (one that accommodates tablet, phone, desktop, etc.) with a contemporary appearance and functionality.
The overall implementation of our new, sleek, mobile-friendly design allows users to find the same content they can on the desktop version all from the palms of their hands, or their laps on the couch. Tablet usage of the site increased by 269.7% and users on mobile phones increased by 269.4%! [To web nerds like us, that’s the equivalent of buying the Treat Combo at Marcus Theatres and getting Nachos AND Pretzel Bites with an extra side of delicious cheese sauce!]
Next, our research showed those visiting MarcusTheatres.com had a specific goal in mind; they knew exactly what they were looking for. Because the site handles dozens of movies with extensive information at any given time, we identified our second challenge.
Goal 2: Create a simple user experience that retrieves and isolates valuable information quickly to help get users what they want, when and where they want it.
To help users find the information they’re looking for, we developed an easy-to-use, dynamic smart search tool. This complex code allows users to search the entire index to locate movies by title or lead actors, locations by both name and zip code, and other amenities all from a single search bar.
As a result, bounce rates [the percentage of guests who navigate away after viewing a single page] have decreased by 20.1% and average session duration [or time spent on the site] went down by 23%. Together, these numbers demonstrate the productivity of our improvements; users are clicking more and because they’re finding the information they need so fast, they’re off to their local theatre.
Finally, the original MarcusTheatres.com handled all website updates and advertising changes on different platforms. Having multiple systems to handle revisions added unnecessary stress and slowed down content output. In addition, expanded amenities since the site’s initial launch meant these exceptional experiences at select cinemas were getting lost in the shuffle.
Goal 3: Build a custom Content Management System (CMS) suitable for all the complex needs of the cinematic exhibition industry.
The custom CMS we built allows the backend experience to be seamless. Content creators are able to make quick website adjustments while advanced logic was put in place to help accommodate the complex and varied product offerings across the circuit, while highlighting relevant content on the appropriate pages. Because the CMS was built by our in-house developers, our team is able to easily make adjustments based on the business needs of our client.
We launched the redesigned MarcusTheatres.com website one year ago today, July 22, 2015. Through our enhancements, the Marcus Theatres brand is now seeing an online presence that matches the outstanding experience they offer guests at their theatres. Moviegoers across the Midwest are pouring in to see the improvements. Here are a few more of the numbers:
- Organic search traffic is up by 465.8%
- In movie terms, let’s say Batman clicked on MarcusTheatres.com from the search engine of his choice last year.
- This year, Batman, Robin, Joker, Harley Quinn, AND Two-Face (because he only counts for a little more than half) all did the same!
- Direct traffic is up by 166.3%
- That means 166% more people typed MarcusTheatres.com into their browser bars!
- Overall sessions are up by 194%
- If sessions were movies, that means you’d be seeing a lot more of them!
We couldn’t be happier about their successes, and look forward to all the magical movie memories to come. From all of us at Graydient Creative, Happy Anniversary, MarcusTheatres.com!
Does your website wish it coulda been a contender? Comment below or send us a message and let our digital sherpas show you the way to mountains of results.