Aarhus Theater is a theater in the Danish city of Aarhus. The worked with their digital agency to increase tickets sales
The test was a bit of a lucky shot – no prior research was conducted. Just the idea that the main Call to action ‘Buy ticket’ could be improved.
Changing ‘Buy ticket’ to ‘Buy tickets’ will increase conversions
The changed improved sales by 20%.
The are several ideas why this worked
* It is the main call to action – the most important action on the page
* It is more clear – as people generally do not go alone to the theater – buying tickets is a better fit
Another reason could be the increased size of the call to action.