Sherman Cymru

Sherman Cymru Responsive website on various devices Sherman Cymru Responsive website Case study screenshots

The Client:

Sherman Cymru

Sherman Cymru is a leading producing theatre and performing arts venue based in Cardiff, South Wales. With a fantastic venue, the company aims to make and present great theatre that is ambitious, inventive and memorable for audiences, as well as creating strong, responsive and enriching relationships with communities in South Wales and beyond

The Challenge:

With more customers using their mobile phones to find and book theatre tickets, Sherman Cymru required a new website to be fully responsive with an improved checkout and full integration with their box office system.  Key requirements were as follows:

  • To create a beautiful website that complements the stunning Sherman Theatre venue, which is clean, airy and vibrant.
  • To ensure the site is fully mobile-friendly.
  • To increase ticket sales on-line and over a mobile with an improved checkout process that is fully integrated with the box office system for real-time availability.
  • To help promote sales in the café bar.
  • To promote Sherman Cymru’s productions and emerging artists, along with the ongoing community work.
  • Increased engagement on social media networks and in the community.

The Solution:

Imaginet developed the new website to be fully fluid responsive and convey the ethos and brand of Sherman Cymru throughout.  With a bold full-screen slideshow on the home to promote the latest shows, the whole site is clean, simple and uncluttered, with a strong focus on the performances to book.

The home presents clear navigation and links to the latest shows, tweets and news articles. A prominent search function invites users to dive into content if they wish and a Cymraeg link is presented on every page so Welsh language customers can view the site in Welsh. 

The What’s On section presents the performances chronologically, as well as allowing visitors to filter them by genre. All this is managed via a sophisticated Content Management System that is fully integrated with the Sherman Cymru box office system, PatronBase. This function is essential in order to display real-time availability on the website as well as integrate registered users into the company’s marketing lists for future promotions. 

Each performance page follows a standard layout combining video, beautiful imagery, show times, reviews and cast information, as well links to book on-line.  These pages respond perfectly on a mobile, so that customers can research and book whilst on the move.

The booking process has been refined to lower drop-off rates in the checkout process.  Each stage is clearly labelled so a customer knows exactly where they are in the process and what’s coming next.  This is essential when on a mobile as the process has to be quick and easy.

The site’s CMS also allows the creation of bilingual pages outside of the What’s on section to promote the venue, services, directions and community activities available from Sherman Cymru.

The overall focus is to improve the experience on-line in order to increase sales and strengthen relationships.

Strengthening relations with social media

Tweets are pulled into the homepage and more prominent links to Sherman Cymru’s social media presence are presented. A continued focus on social media is a key objective in strengthening relations in the community and promoting shows and services at Sherman Cymru, with active promotion in Facebook and Twitter.

The Results:

The new site launched in Dec 2014. The offering from the Sherman Theatre in terms of product and events varies year on year due to the nature of the organisation and its programme. In the same five month time period, there were more events in 2013-2014 than 2014-2015, which saw great number of views in 2013-2014. However when analysing the % of the online behaviour and engagement there are impressive results compared of number of audiences buying online to the previous year, such as: 

  • In just under five months since the website relaunch there was  a 5% increase in sales online from 35% to 40% and an increase of the amount of tickets bought by 18%. 
  • Growth of 1000 followers on Twitter and an increase of 200 Likes on Facebook.
  • Reduced bounce rate 22%. This is a huge improvement for Sherman Cymru sales as audiences are now clearly finding the information they want easily, efficiently and feeling more comfortable to proceeding to the online checkout.
  • Increased visits and sales on mobiles by 4%. This is still growing as audiences switch from more traditional booking methods to online.