Case Study | Northern Stage
Northern Stage has a better understanding of the differences between their online visitors and bookers...
- Explore what differences, if any, exist between Mosaic profiles of Northern Stage’s theatre audiences and online visitors
- Explore how to attract people who visit the website but don’t attend
- Identify practical steps that can be undertaken to improve communications and targeting.
The research covered a three month period for comparison (December 2014 to February 2015); a timeframethat Hitwise can accommodate, (Hitwise is an online analytics tool provided by Experian for Audience Finder).
ResultsThe data showed marked differences between Northern Stage’s bookers and those people visiting their website. The table below displays the % share for each Mosaic segment: The data in the table for bookers shows the sort of picture expected for an organisation like Northern Stage, particularly with two Christmas shows taking place during the defined time period. There was significant market share across two Mosaic 6 segments -Prestige Positions and Domestic Success 18% and 19% respectively, (37% share in total). Three segments: Rental Hubs, Suburban Stability and Aspiring Homemakers had a medium presence (10-12% each) whilst the remaining segments (excluding Country Living) had low engagement of under 5%. Online visitors in comparison showed a more balanced spread across all the segments, with no one segment having more than 12% of the share. When bookers and online visitors were compared, there were four segments where the bookers’ share made up at least 4% more than online visitors’ share (Prestige Positions 18% v 8%, Suburban Stability 11% v 7%, Domestic Success 19% v 12% and Rental Hubs 12% v 8%). So whilst it would be good to have a balance between the two - as these are still translating into bookers despite their relatively low web presence - it is not a cause for concern. However, there were three segments that provided real interest in terms of the interaction between bookers and online visitors. These were Senior Security, Vintage Values and Modest Traditions, which made up 25% of visitors to the website but only 7% of bookers. This is interesting when we consider that these are Mosaic segments that demonstrate generally lower levels of technology use and adoption.
Understanding the figuresWe considered there were a number of reasons why this higher percentage of online visitors could be appearing but not translating into bookers:
Next stepsAs a result of this analysis, Northern Stage has a better understanding of the differences between their online visitors and bookers and will be doing further work to explore whether there are continued differences. Actions include:
- User testing the website - This is of particular interest if the assumptions around issues for people navigating the website prove to be correct.
- Focus groups - Talking to groups drawn from the three lower engaged segments to understand barriers to programme and price.
- Longer comparison period - Examining online visitors vs bookers for a longer booking period, March to May 2015, to see whether similar trends are repeated