Six Flags optimizes checkout and boost conversions.

Addressing digital friction to optimize Six Flags’ customer experience.

Six Flags, a leading regional theme park company, faced challenges in optimizing its digital platforms to enhance the customer experience and drive conversions. Trevor Mata, Digital Experience & MarTech Integration Manager, leveraged Quantum Metric's digital analytics platform to gain deep insights into user behavior and address critical friction points.

Unlocking checkout conversions and pinpointing rage clicks.

To boost conversion rates, the team used Quantum Metric’s Opportunities Report to uncover friction points, focusing on rage clicks around the "Proceed to Payment" button in the cart. Session replays confirmed that users trying to modify items had to save changes first, blocking their path to payment and leading to abandoned carts.

By highlighting the abandonment rates, Trevor was able to secure cross-departmental buy-in to address the issue in the upcoming redesign phase. The team then removed unnecessary save steps, so users could proceed directly to payment, resulting in higher conversions and a measurable revenue increase.

Minimizing post-launch friction with session replay.

After noticing a post-launch conversion dip following a new ticket insurance add-on, Trevor investigated with Quantum Metric. He found that guests frequently clicked "Continue" without selecting "Yes" or "No" for insurance, triggering an error message that disrupted the flow and caused cart abandonment.

When session replay data revealed friction with the ticket insurance add-on, Trevor showcased the findings to the insurance partner, fast-tracking a solution within 24 hours. This quick response prevented a minimum annual opportunity cost of $1.8M and restored conversion rates, while also aligning the vendor with Trevor’s UX standards going forward.

Boosting mobile conversions with funnel analysis.

During a sales event, Trevor used the funnel builder to analyze different product paths by park size, spotting a completion drop-off for larger parks. Mobile session replays revealed that users had to scroll multiple times to access the "Continue" button, causing increased drop-offs and prompting UX adjustments for high-traffic periods.

Quantum Metric’s clear data enabled UX and product teams to prioritize design adjustments, boosting mobile conversions by 1.3 percentage points.

Driving season pass sales with adjusted layouts.

When single-day ticket sales surpassed expectations and season passes lagged, Trevor used Quantum Metric to compare interactions with ticket product cards. Data revealed a high rate of clicks on single-day tickets, and session replays showed that users often preferred these due to prominently displayed discounts, leading to layout and messaging adjustments to encourage season pass purchases.

Impact:

• Prevented $1.8M Loss: Quick resolution of ticket insurance error saved significant annual revenue.
• Increased mobile conversions: Mobile design adjustments boosted conversions by 1.3 percentage points.
• Improved season pass sales: Layout changes enhanced season pass visibility and sales.
• Streamlined checkout process: Removal of unnecessary save steps improved cart conversion rates.
• Enhanced vendor alignment: Rapid resolution of the insurance issue aligned vendors with UX standards.
• Data-driven decision making: Quantified insights enabled targeted and effective adjustments.