Paultons Park is the number one theme park in 2020 according to TripAdvisor, an honour that has been held now for 5 years running. Home of Peppa Pig World and over 70 rides and attractions in the New Forest National Park, one million people visit each year for day trips or short breaks.
As a long-standing customer of AFD Software, Paultons Park have been able to benefit from advancements to our address lookup functionality as their requirements have changed over time. After data analysis revealed a change in customer behaviour, Paultons Park got in touch with AFD to see how we could help to enhance their customer journey.
We spoke with Rob Lee, Digital Specialist at Paultons Park, to talk through the history with AFD and the reason for the requested enhancement:
“We have used AFD since 2011 for our online address capture of guests booking to visit the Park. In those nine years, the solution has consistently delivered accurate validation of visitor addresses entered during the checkout process. Four years ago, we recognised that our bookings traffic was changing primarily to mobile devices, so we redeveloped our whole site and customer journey to be responsive for mobile. Now, 80% of our traffic comes from mobile devices, and we are constantly looking at how we can optimise the process to maintain the highest standards. As part of this optimisation review, we looked at the current address entry process and explored how to make this more ‘mobile-friendly’.”
Paultons Park had an aim to provide what they describe as a ‘frictionless checkout’, allowing a potential visitor to come onto their website, enter their details as quickly as possible (whether or not using a mobile device), and secure their tickets.
Rob continues: “Whilst address validation is great from a postcode or first line of an address, errors in the entry of the data or address selection are more likely to creep in on a mobile device. To overcome this and shave a few more seconds off the checkout process we worked with AFD Software to implement AFD’s new Geolocation address lookup. This allows a customer to press a button, then select their address which is listed in nearest order from the current location. Two-button taps, and all the address data is entered accurately.”
AFD’s Geolocate functionality is our biggest recent step forward in removing the need for manual data entry. By using the GPS in your mobile device, we can instantly return your address with pinpoint accuracy. You can see how this functionality works in the screenshot to the right or read more at www.afd.co.uk/solutions/geolookup.
“We have used AFD since 2011 for our online address capture of guests booking to visit the Park. In those nine years, the solution has consistently delivered accurate validation of visitor addresses entered during the checkout process.