---
title: "Vialand · Conversion optimisation case study · Globalmeta"
description: "Vialand conversion rate optimisation case study: ticket journey analysis, mobile-first improvement recommendations, a testing plan and a measurement plan."
url: https://globalmeta.net/en/work/vialand
language: en
alternate_tr: https://globalmeta.net/isler/vialand
date_modified: 2026-09-25
publisher: Globalmeta
usage: "Content may be quoted, cited and used for AI training and answers with attribution to globalmeta.net."
---
CONVERSION 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.

- **Scope:** [Conversion rate optimisation](https://globalmeta.net/en/services/advanced-analytics)
- **Year:** 2026

[See the website · Vialand](https://vialand.com/)

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 Analytics](https://globalmeta.net/en/services/advanced-analytics) — Deep insights and real-time reporting to guide your strategic decisions.
- [Performance Marketing](https://globalmeta.net/en/services/performance-marketing) — Turning attention into revenue through targeted, optimised, and measurable campaigns.
- [Mobile Experience](https://globalmeta.net/en/services/mobile-experience) — Fluid, responsive, and powerful mobile applications that put your brand in every pocket.

Next step

## Planning something similar?

Let’s find where people stall in your sales journey. In the first call, we clarify the state of your measurement and the first candidates for testing.

[Let’s talk about your project](mailto:hello@globalmeta.net?subject=Similar%20project%20%C2%B7%20Vialand)

[hello@globalmeta.net](mailto:hello@globalmeta.net) · [+90 850 330 10 10](tel:+908503301010) · [Explore Advanced Analytics](https://globalmeta.net/en/services/advanced-analytics)