top of page


In order to support the goals of dynamic pricing and to optimize the checkout process, I led the development of a customized ecommerce solution for theatre tickets.

With the nature of dynamic pricing, performances with a higher demand are going to have higher prices. It follows that people looking for a particular performance will start with the ones in higher demand. I recognized that this had the potential of turning away customers. To address this, I developed a solution to put the control in the hands of the consumer. The Ecommerce site allowed for an easier ticket-discovery process letting visitors set their criteria for what's important for their purchase; price, date, performance time, available discounts, etc.

The efforts resulted in an increased conversion-rate and decreased session lengths.

With additional Ecommerce optimizations I was able to increase the online buying audience by ~10% (people who were purchasing by phone/box office previously)

Ecommerce: About
bottom of page