Globalmeta
VLND026CRO / 09CONVERSION RATE OPTIMISATION
Vialand
We examined the online ticket journey for Vialand, Istanbul’s theme park and shopping centre, and tied conversion rate optimisation to a measurement-led testing routine.
- Year
- 2026
Case study
Context and goal
Context
Vialand is an entertainment destination in Eyüpsultan, Istanbul, that brings a theme park and a shopping centre together on one site. Visitors can choose a visit date and buy tickets directly on the website, which makes the site not just a showcase but a direct sales channel. We worked with the Vialand team on that channel’s conversion rate.
Challenge and goal
The ticket journey fits a lot of decisions into a few screens: visit date, ticket and package type, and campaign offers. Our goal was to make it visible where users hesitate and to rank improvements by evidence rather than guesswork.
Approach
What we did
Funnel and behaviour analysis
We mapped the ticket journey step by step, from the home page to payment, and examined the steps where people turn back.
Mobile-first improvements
We revisited ticket selection, price visibility and the placement of calls to action for the mobile screen.
Hypothesis-led testing plan
We turned the findings into a prioritised list of hypotheses. Each test defines up front what it changes, what it measures and which result would make it permanent.
Measurement plan
We prepared a measurement plan so the purchase steps can be tracked with consistent events; every test result is read against the same funnel definition.
Output
Deliverables and outcome
Deliverables
- Ticket journey funnel map
- Friction points and findings report
- Prioritised test and improvement backlog
- Interface recommendations for mobile screens
- Event measurement plan for purchase steps
Outcome
The Vialand team can now treat the ticket journey not as a single page but as a flow whose steps can be measured one by one. Improvement ideas sit in a shared backlog, ranked by evidence, with a record of why each change was recommended. Across season changes and new campaign periods, the testing cycle can continue without being rebuilt from scratch.
Services
Services used in this project
The capabilities that came together in this project, each explained in detail on its own page.
- Advanced AnalyticsDeep insights and real-time reporting to guide your strategic decisions.
- Performance MarketingTurning attention into revenue through targeted, optimised, and measurable campaigns.
- Mobile ExperienceFluid, responsive, and powerful mobile applications that put your brand in every pocket.
Next step
Planning something similar?
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