A new chapter for Melbourne’s home of theatre

MTC’s previous website had been live for five years and lacked the content-marketing approach the Company was taking to focus on owned media. Understanding that the relationship between engagement, reach and attendance is cyclical, MTC wanted to increase web visits and engagement, and in turn, increase online transactions.

The project aimed to address:

Demographic shift. Build features that would convert more of their browsing audience (25-34 years old) without alienating the buying audience (55-64 years old).

Strengthening engagement. On the previous website, 51% of sessions only viewed one page. MTC creates substantial editorial content and saw this redesign as an opportunity to improve session length and depth.

Mobile usability. Sessions from mobile devices only represented 38% of total sessions with a 52% bounce rate. MTC wanted these stats to improve along with mobile transactions and revenue.

Content discovery. Previously, 50% of blog traffic came from email campaigns, suggesting an issue with content discovery on site.

Flexibility. Each page needed to be made up of flexible content blocks that could be easily edited and rearranged, rather than locked into strict templates.

Organic search visits increased by 4%, social visits by 56%, and referral traffic by 69%. Visitors discovering the blog from other key pages increased by 12%.