Theater Project

Theater Project— Product Landing Page

Homepage Redesign to Increase Ticket Sales

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Role and scope

• UI/UX design
• Visual design
• Interaction design
• 2 weeks

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Problem Statement

• Users reported the homepage felt hard to navigate, and analytics showed low conversion events despite steady traffic

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Research

Quantitative: Website Analytics

• Baseline: 3,500 sessions/month
• Homepage: ticket page CTR: 9%
• Ticket purchase conversion: 0.8%
• Bounce rate: 62%

Qualitative: Interview

• What do you usually visit this site?
• What stood out most when you landed on the page?
• Can you walk me through how'd find show details?
• Was anything confusing or unecceary on the homepage?

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Design

• Rebuilt homepage hierarchy around
  
  • (1) What’s playing
  • (2) Buy tickets
• Navigation updated based on card sort: “Events” + “Tickets” promoted. Reduced competing links in the header

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Outcome

Measured over 30 days after launch; conversion defined as completed ticket checkout. Results are directional due to seasonality and small-sample size.

• Homepage → ticket page CTR: 9% → 14% (+55%)
• Ticket purchase conversion: 0.8% → 1.2% (+50%)
• Bounce rate: 62% → 52% (-10 pts)
• Estimated incremental revenue: ~+30 purchases/month

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Tools

Figma for design and prototyping, Mural, Qualtrics, UserTesting, ChatGPT