Stage Entertainment approached iO with a clear ambition: grow overall revenue by increasing ticket sales and visitor numbers. The company also needed to become more agile, data-driven, and customer-centric, improving the digital customer experience through insight-driven UX and website optimisations. Together, we migrated the different country websites to one central Drupal multisite platform and established a culture where every decision is made with the musical visitor in mind, validated by customer data and A/B testing.
Central Drupal multisite platform for multiple countries
Insight-driven UX and website optimisations
A/B testing before every website change goes live
Next Stage Labs: in-house usability labs across Europe
Every decision validated with customer data and feedback
The challenge
How do you grow ticket sales and visitor numbers while becoming more agile, data-driven, and customer-centric?
The solution
We migrated the different country websites to one central Drupal multisite platform and established a culture where new concepts, UX designs, and optimisations are always validated with customer data, feedback, and A/B testing.
Stage Entertainment x iO: creating a consistent, rich customer experience for musical audiences across Europe
Stage Entertainment is the largest musical producer in Europe. The company produces musicals such as The Lion King, TINA, Wicked, Hamilton, and Frozen in seven countries. Every year, more than 7 million visitors enjoy a Stage Entertainment musical.
Together, we transformed Stage Entertainment's digital landscape. We migrated the different country websites to one central Drupal multisite platform, making content creation and development easier to manage centrally. On this platform, every decision is made with the musical visitor in mind.
One central platform: content and development easier to manage
As a first step in the digital transformation, we migrated the different country websites of Stage Entertainment to one multisite platform in Drupal. By transforming the digital landscape, content creation and development is now easier to manage centrally.
Every decision made with the musical visitor in mind
On the new central website, we make every decision with the musical visitor in mind. We do not let ourselves be driven by opinions or gut feelings. New concepts, UX designs, and optimisations are always validated with customer data and feedback.
A/B testing: nothing goes live without proven results
New websites or website sections only go live when A/B tests have shown improved results. This approach ensures that every change delivers measurable value before it reaches the audience.
Next Stage Labs: the musical lover participates in the transformation
The transformation started with the "Next Stage" movement of Stage Entertainment. An important part of this are the Next Stage Labs: in-house usability labs in offices all over Europe, where the musical lover literally participates in the transformation. This is how we create a consistent, rich customer experience based on data-driven insights.
The numbers
+1%
Increase in conversion rate
+1%
Increase in number of tickets sold
+1%
Increase in clicks on "Book now" button
+1%
Increase in viewed musical trailers (engagement)
A consistent, rich customer experience based on data-driven insights
The new central Drupal multisite platform makes content creation and development easier to manage centrally. Every decision is made with the musical visitor in mind, validated by customer data, feedback, and A/B testing. The results: a 7% higher conversion rate, 9% more tickets sold, and 167% more engagement with musical trailers.
