Zoo & Aquarium Digital Customer Experience Report 2022: 57 of the top US attractions ranked by their web presence, social and brand experience.
“Many attractions used new digital content such as behind-the-scenes videos and drive-thru exhibits to survive during the pandemic restrictions. Now, with operations returning to normal, we’re finding that guests have a new level of expectation ” said Hannah Tooker, Rides Expert at LaneTerralever.
PHOENIX (PRWEB)
August 10, 2022
National customer experience and marketing agency LaneTerralever ranked 57 of the best zoos and aquariums in their “Zoo & Aquarium 2022 Digital Customer Experience Report ” with the Denver Zoo, Maryland Zoo and San Diego Zoo leading the rankings.
After years of social distancing and pent-up demand, American families wanting to experience large-scale attractions like zoos and aquariums have taken off this year. While many of the changes seen in the early days of the pandemic are a thing of the past, there are a number of changes to the guest experience that will be permanent, including how guests interact online.
“Many attractions employed new digital content, such as behind-the-scenes videos, and created new experiences, such as drive-in exhibits, to survive during the pandemic restrictions. Now, with operations returning to normal, we are finding that guests have a new level of expectation,” shared LaneTerralever Attractions Expert Hannah Tooker.
LaneTerralever’s “Zoo & Aquarium Digital Customer Experience Report 2022” addresses these changes and expectations using a set of standardized criteria across critical elements of the digital customer experience, such as site web, social networks and brand experience. These insights provide insight into how zoos and aquariums connect with guests and create a benchmark ranking system that shows comparisons with industry peers as well as identifying areas for improvement.
Serving as the number one experience, a website is one of the first points of contact for a potential guest. It also serves as your primary source of information and ticketing. For the purpose of this report, assessments were conducted on mobile and desktop design, website performance, ADA compliance, search engine optimization, page load speed page and the ease of purchasing tickets online (e-commerce flow). Shockingly, 32% of zoos and aquariums still don’t properly optimize their mobile ticketing process, and only 17% use a progress bar at checkout for guests to track where they are in the process .
Social media was weighted highest in all three areas of digital customer experience. A zoo or aquarium’s social media presence should encourage attendance and provide up-to-date information. High scores were given to the following: value-based content, a diverse mix of channels, high engagement metrics, thoughtful strategies, building affinity, adopting TikTok, using influencers, and whether they incorporate paid social ads into their efforts Most have quickly adopted TikTok with 69% already having a presence on the channel, but only 15% are using the platform properly.
For the brand experience rankings, the areas of consideration were perceived brand value, customer sentiment, differentiated brand positioning, message clarity, customer loyalty programs and effective use of email and SMS marketing. It is important that zoos and aquariums establish themselves as brands that visitors want to have an ongoing relationship with rather than an occasional activity. This encourages long-term customer loyalty compared to one-off visits.
“By considering the different elements that make a memorable experience for zoo and aquarium guests, we increased our research, based on what we learned in our 2021 attractions report,” said Hannah Tooker. “The decision to dig deeper provided us with comprehensive insight into how to improve a guest’s digital experience from start to finish.”
To access the full report, visit LaneTerralever.com/ZooReport2022.
ABOUT LANETERRALEVER
LaneTerralever is one Tourism and attractions marketing agency who has developed a deep understanding of how visitors select an attraction, destination or entertainment experience and the marketing strategies that move them to act. We conduct primary research to uncover insights into the visitor journey and publish digital experience reports to enable attractions to be compared to each other.
Our efforts are aimed at driving increased visitor numbers, membership program engagement, and ultimately transforming guests into loyal, lifelong customers. We are proud to work with several partners including The Phoenix Zoo, Heard Museum, Desert Botanical Garden, OdySea Aquarium, Palms Casino Resort, Visit Monterey, Blue Man Group and Rentyl Resorts.
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