Increasing ticket conversions with an improved customer journey

The Lawn Tennis Association (LTA) is the national governing body of tennis in Great Britain. They manage a range of tournaments pivotal to the summer season of tennis, including the biggest Grand Slam of the year, Wimbledon.

Business challenge

The LTA's major events are pivotal to the summer season of tennis and are warm-up tournaments to the biggest Grand Slam of the year, Wimbledon. During peak times when tickets are on sale the LTA’s event pages get a significant amount of traffic.

Based on customer feedback it had become evident there were a number of issues that needed to be addressed to improve and optimise the user experience, while also increasing conversions to their third party ticketing website providers.

The LTA approached us to re-design their Major Events website with a number of clear goals in mind:

1. Improve the customer journey to increase purchasing ticket conversions.
2. Reduce the number of queries to the customer services team.
3. Improve the navigation between tournaments.
4. Ensure key content is easily accessible across devices.

Image of the Major Events website across desktop, tablet and mobile devices


Reviewing internal customer feedback from surveys, usabilty testing and interviews gave us a wealth of insight to work with. We also completed a  UX audit of their current solution to flag and document issues that would need to be addressed as part of the re-design. We also completed a 'competitor analysis' to get a clear picture of how other ticket providers were presenting sports events and associated ticket purchases.

Once we had synthesized our research findings we were able to rapidly mock up and prototype key flows and user journey’s that we could test and iterate. Once we had a design that was meeting user needs we integrated the new front-end templates into the LTA’s existing Episerver solution to allow content editors to take full control over managing and updating their tournament pages. To do this we worked closely with editors to understand their marketing needs and future plans for event related content.

Image of sketches and wireframes created as part of the design process
Sketching and wireframing allowed us to explore and iterate ideas rapidly. Sharing clickable prototypes with stakeholders early on in the design process allowed us to test and validate the various user stories we needed to accommodate.
Developing the solution

We developed a solution for the LTA to easily keep users uptodate with ticket availabilty and utelised Episerver personlalisation to allow content editors to build personalised landing pages around events. We aso needed to extend the LTA’s existing pattern library with additional components to which were build with maximum flexibility and re-use throughout the rest of the website.

An image of key website screens across mobile and tablet devices

Outcome & results

An improved user experience, more intuitive navigation, stronger ticketing CTA's and a revised FAQ section has improved conversions while reducing the number of queries to the LTA's customer services team.

Our major events work has generated some great results with ticket sales outperforming all previous years. Engagement has also improved (2018 compared to 2019): Pageviews increased by 83%, new users increased by 60% and average session time increased by 32%.

We continue to support the LTA’s digital vision with new features and functionality across their digital estate.

Image of a set of mobile screens showing the new design of the Major events section of the LTA's website
  • “dotcentric did a fantastic job of redesigning and redeveloping new page templates within Episerver for the LTA website in a very short time frame. The team also offered innovative solutions as well as providing consistent support. We have had positive feedback both internally and externally, and are extremely happy with the outcome of this project.”
    —   Aggie Hau, Digital Product Lead, LTA

 Services provided

  • Competitor analysis
  • UX audit
  • Wireframing & prototyping
  • Front-end development
  • Episerver CMS development

Take your first step to digital excellence.

Contact Us