One of London’s most talked about venues, Ballie Ballerson is an adult ball pit bar offering a unique experience to party goers. They have hosted a number of celebrity visitors and experienced huge success.
Following their business success, Ballie Ballerson challenged us to build them a conversion powerhouse website. They wanted to provide a top quality user experience, increase search engine rankings and drive ticket sales from key customer audiences.
- Lead time:
- 3 Months
- Sector:
- Food & Drink
- Target Type:
- B2C
- Demographic:
- 18 - 30s
- Website Goal:
- Increase ticket sales and bookings
- Services:
- Web Design, Web Development Digital Marketing
- Scope
- Adobe XD wireframes
- Adobe XD designs
- Custom tracking
- Front-end development
- WordPress CMS
- Design My Night integration
- Resource
- 1x Website Designer
- 1x Front-end Developer
- 1x Back-End Developer
- 1 x Digital Marketing Specialist
- 1x Project Manager
- 1x Quality Assurance Tester
SEO Strategy
It was important that the Ballie Ballerson website improved search engine rankings. We therefore undertook a keyword analysis to identify new opportunities that the website had a statistical chance of ranking for. The research highlighted a number of event-type related keywords for events such as hen dos, stag dos and birthday parties. Ballie Ballerson were in a strong position to leverage their website code to rank for these popular, high value search terms and to secure large group bookings.
To create the most value, we adopted a ‘win strategy’ approach where we assessed the competitive metrics for each keyword and optimised the site for a number of keyword groups to achieve aggregate improvements in rankings.
Post-launch website results
Following launch, Ballie Ballerson experienced some fantastic results in keyword rankings and organic traffic which had a meaningful impact on their ticket sales.
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1
26
Organic keyword positions improved in Google within 6 weeks of launch
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1
111
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Increase in search visibility across the 251 keywords being tracked by Moz.com
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1
83
%
Increase in the number of keywords that rank in the top 3 organic positions within Google in 6 weeks from going live
Ticket options
We improved the user experience of ticket selection, creating unique ticket pages with clear information for each ticket type. Users can immediately see which ticket type is suitable and compare different packages.
Design My Night integration
We integrated the new website with Design My Night’s booking, sales and gift voucher widgets and customised the styling to be in line with the Ballie Ballerson brand.
Interactive design
We implemented an interactive ball pit animation in the menu to capture the fun-loving spirit of the Ballie Ballerson brand.
SEO targetting
Implementing the recommendations from the SEO strategy, we created landing pages for high value keywords. These pages are designed to rank independently in Google and act as alternative homepages for the website, ensuring that users land on the most relevant page for their search.
Complete content management flexibility
Ballie Ballerson needed the autonomy in the CMS to update content, create new pages and set up new ticket types. We built their website on WordPress using our modular components which provide complete flexibility to edit the website content, imagery and page layouts. Their marketing team now have the ability to move quickly in line with their campaigns.
“Plug & Play have utilised knowledge, experience and care to help build all elements of our site. Their support has been great! We’ve built a site which stands in amazing stead for natural search as a small business. Through content recommendations and relevant hierarchy choices, Plug & Play have been integral in our SEO traffic numbers.”
