Phenomenal sales growth

Maximising search revenue and boosting mobile conversion
rates across the site

Paultons Family Theme Park covers 140 acres and offers 70 rides and attractions including Peppa Pig World for pre-school children and The Lost Kingdom which opened in 2016.


Prior to the next phase of park and website development Paultons Park were keen to keep revenues healthy and optimise the site performance in 2017 prior to a major rebuild in 2018.

  • Maximise organic search revenues
  • Improve UX for mobile visitors
  • CRO of key journeys
  • Improve site speed for all visitors
  • Data analysis to inform 2018 strategy


Erudite implemented Google Tag Manager and began a forensic data analysis piece to inform the strategy for the year ahead; answering business critical decisions about the future of the websites owned by the business.

With a strategy in place Erudite began a phased program of SEO and CRO activities working on the biggest opportunities first. The main emphasis of all work was on improving the user experience in both organic search and the user journey on site.

  • Answered business critical questions with site data
  • Identified a clear direction for customer acquisition strategy
  • Created a plan for the 2018 website ecosystem
  • Vastly improved site speed
  • Mobile conversion rate continuously improved as ongoing project


Within the first six months of the project a number of insights had been realised and a number of significant changes resulted.

This contributed to greater confidence within the business as to the future direction of online strategy as well as healthy commercial performance.

187% Increase in
conversion rate
129% Increase in
130% Increase in
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