Convious, a leading eCommerce platform for the leisure industry, partnered with La Ferme aux Crocodiles – Réserve Tropicale in Pierrelatte, France, to create a more flexible and user-friendly online ticketing experience.
As a result, the attraction has increased conversion rates by over 25%, while spreading visitors more evenly throughout the day, ensuring a memorable experience for every guest.
La Ferme aux Crocodiles – Réserve Tropicale is the largest reptile park in Europe. It houses over 1,200 animals, including 150 free-flying birds, a diverse array of reptiles, and tropical plants, making it a unique destination for nature lovers. Each year, it hosts thousands of guests eager to explore and learn about these captivating creatures in an immersive and educational environment.
The challenge
As the number of visitors grew, La Ferme aux Crocodiles – Réserve Tropicale recognised that its online sales tool was insufficient. It fell short in efficiency, did not align with the business strategy, and failed to provide the level of customer service that the attraction wanted to deliver.
The previous ticketing system was not optimised for conversions, leading to a loss of potential visitors. La Ferme aux Crocodiles – Réserve Tropicale had difficulty showcasing its full range of offers, which resulted in missed revenue opportunities, and faced unpredictable attendance, particularly during peak seasons. It often used last-minute discounts to increase visits, which reduced overall revenue.
After considering several alternatives, it issued a call for tenders and thoroughly assessed various platforms, eventually selecting Convious as its partner. After an extensive preparation phase, it successfully implemented the new ticketing solution, tailored to its operational requirements and business goals.
An innovative solution
Convious offered a smart, flexible, and easy-to-use platform that transformed the attraction’s strategy for ticketing and managing visitor flows.
Key solutions included:
- Dynamic pricing. This approach helped La Ferme aux Crocodiles – Réserve Tropicale enhance demand management by motivating visitors to make advance bookings and minimising dependence on last-minute discounts.
- A dated ticketing system. This allowed it to implement bookable time slots, which helped regulate visitor flow and enhance the overall experience.
- Optimised upsell and cross-sell opportunities. These enabled the attraction to present premium experiences and add-ons, thereby boosting revenue per visitor.
- A user-friendly interface and transparent pricing model. This led to a notable enhancement in conversion rates.
- Real-time tracking and insights. These deliver real-time data analysis to track demand, modify pricing as needed, and achieve an even flow of visitors during the day.
The results
Since the introduction of Convious in March 2023, La Ferme aux Crocodiles – Réserve Tropicale has observed significant enhancements in various areas. The visitor flow has grown more predictable, with peak season fluctuations reduced by 36%, resulting in fewer overbooked days and a steadier attendance overall.
The introduction of dynamic pricing has positively influenced revenue, while the ability to promote upsell and cross-sell opportunities has further increased income.
The site’s conversion rate has doubled, hitting a record high of over 25%, while checkout conversion rate has surged by 132%, underscoring the new system’s effectiveness. Additionally, clearer pricing and a streamlined booking process have led to a substantial decline in visitor inquiries, as guests now possess all the essential information they need upfront.
Beyond the technological advantages, La Ferme aux Crocodiles – Réserve Tropicale says that the Convious team has proven an invaluable partner, with attentive customer support and dedication to helping it reach its objectives.
With Convious, La Ferme aux Crocodiles – Réserve Tropicale has transformed its ticketing system, providing a smooth and efficient experience for visitors and staff alike. It has improved operations and boosted revenue by utilising dynamic pricing, real-time data tracking, and an intuitive platform.
“Convious has completely transformed our online sales process,” says Marion Rougier, marketing and communication manager at La Ferme aux Crocodiles – Réserve Tropicale.
“Thanks to their innovative tools and high-quality support, we have achieved remarkable results. Their team is responsive, attentive, and always ready to help. We’re delighted with this partnership!”
Dynamic pricing with Convious
Convious offers different methodologies to support real-time pricing strategies tailored to organisational goals and visitor needs.
AI-powered dynamic pricing adjusts prices based on factors like weather and historical data in real-time. Benefits include boosting revenue for various budgets and spreading visitor attendance for a better experience. It also avoids discounts on peak days.
Meanwhile, rule-based pricing lets the operator define rules for timing and conditions, automatically adjusting prices accordingly. This gives full pricing control as well as flexibility for customers, and works with special offers.
Finally, static pricing allows operators to use traditional pricing while selling through a high-conversion online shop. The advantages are that the attraction has complete control, while still boosting online conversion and ensuring predictability for customers.
Convious also recently provided a range of ticketing and reporting solutions for the Art Explora Foundation, playing a key role in transforming the guest experience.
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