Merlin Annual Pass Website

Our Approach

Merlin Annual Pass UK required a re-imagination of their website with the goal of improving usability, enhancing the user journey, and driving higher conversions of Annual Passes. Our approach began with a comprehensive audit of the existing website to identify pain points, including slow loading times, outdated visuals, and complex navigation. By leveraging user data and heatmaps, we mapped out the core customer journeys, ensuring the redesign prioritised intuitive navigation and seamless access to key information like pass benefits, pricing, and special offers.

The redesign featured a modern, responsive layout tailored for optimal performance across all devices. We incorporated interactive elements, such as dynamic pricing tables and visually engaging CTAs, to guide users towards purchasing annual passes. Additionally, we optimised the site structure for SEO, targeting high-traffic keywords to improve search visibility.

The Results

The redesigned website delivered outstanding results, exceeding client expectations. Conversion rates increased within the first three months, driven by a smoother purchasing process and strategically placed CTAs. Mobile traffic engagement improved significantly, with bounce rates dropping due to enhanced responsiveness and faster load times.

SEO efforts paid off as organic traffic grew, thanks to improved keyword rankings and a streamlined site architecture. Customer feedback highlighted the site’s improved usability, with many praising the easier navigation and modern design aesthetic.

Conclusion

The Merlin Annual Pass UK website redesign successfully transformed a dated platform into a user-friendly, high-performing digital asset. By focusing on the customer journey and integrating SEO best practices, Merlin Annual Pass UK not only met but surpassed their business objectives. The project stands as a testament to the power of thoughtful design and strategic execution in driving tangible business outcomes.