How do you always put the musical audience front and centre?

How do you transform from a traditional musical producer to an agile, digital-minded, and customer-centric organisation where the musical visitor takes top priority? A big question for Stage Entertainment, and an equally big challenge for the experts at iO.
stage header iO


Stage Entertainment


Digital transformation and revenue growth


A consistent, rich customer experience on a central web platform

About Stage Entertainment

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 musical from Stage Entertainment.

The question

Stage Entertainment approached iO with the request to grow its overall revenue by increasing ticket sales and visitor numbers at the various musicals. In addition, the company needed to become more agile, data-driven, and customer-centric, and to improve the digital customer experience with insight-driven UX and website optimisations.

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The solution

As a first step in the digital transformation, our experts migrated the different country websites of Stage Entertainment to one multi-site platform in Drupal. By transforming the digital landscape, content creation and development is now easier to manage centrally.

On this new central website, we make every decision with the musical visitor in mind. In other words, 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. Also, new (parts of) websites only go live when A/B tests have shown improved results.

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 results


Increase conversion rate


Increase number of tickets sold


Increase number of clicks on “Book now” button


Increase viewed musical trailers (engagement)