Conversion rate optimisation

• Continually improve the ticket purchase journey.

• Analyse the customer funnel from discovery through to purchase and identify opportunities to increase conversion.

• Optimise areas including:

  • Product imagery
  • Attraction descriptions
  • Ticket descriptions
  • USPs
  • Calls to action
  • Pricing presentation
  • Ticket options
  • Merchandising positions
  • Page hierarchy
  • Mobile experience

• Develop and manage a programme of testing and optimisation, including A/B testing where appropriate.

• You'll be expected to turn data into clear actions rather than simply reporting on performance.

Content optimisation

• Ensure ticket products are presented in the strongest possible way to families.
• Work with internal teams and attraction partners to improve product content and ensure listings are accurate, engaging, and commercially effective.
• Identify gaps in ticket content and prioritise improvements based on potential commercial impact.

Promotional planning

• Build a rolling promotional calendar for ticketing.
• Use factors including:
  • Seasonality
  • School holidays
  • Weather
  • Customer demand
  • Attraction popularity
  • New attraction launches
  • Major events
  • Ticket availability
  • Commercial partnerships
• To determine what should be promoted and when.
• Work closely with email, social, content, SEO, and paid marketing teams to ensure ticketing opportunities are supported across DOWTK's wider marketing activity.

Reporting & insight

• Create clear weekly and monthly trading reports covering ticket performance.

• Provide actionable recommendations based on the data.

• You'll be expected to answer questions such as:

  • What's selling particularly well this week?
  • What's stopped selling?
  • Which attractions are receiving traffic but not converting?
  • Which ticket products deserve more exposure?
  • What should we promote this weekend?
  • Which categories or destinations are growing?
  • Where are customers dropping out of the booking journey?
  • What changes could increase revenue?

About you

We're looking for someone with strong ecommerce instincts who enjoys the combination of data, merchandising, customer experience, and commercial performance. You'll ideally have experience in an ecommerce trading, ecommerce merchandising, or digital trading role.

You should be:

• Commercially minded and comfortable working towards revenue targets
• Highly analytical and confident interpreting ecommerce data
• Comfortable using GA4 and ecommerce reporting tools
• Experienced in digital merchandising
• Obsessed with improving conversion
• Confident making decisions based on data
• Highly organised and able to manage an annual promotional calendar
• Comfortable working at pace
• Proactive in identifying opportunities
• Strong at balancing customer experience with commercial objectives

Experience within travel, attractions, ticketing, experiences, or marketplaces would be useful but isn't essential. We'd also be very interested in candidates from high-performing ecommerce businesses across retail, travel, leisure, and marketplaces.

What success looks like

Within your first year, we'd expect you to:

• Establish a clear year-round ticket trading calendar
• Significantly improve the merchandising of tickets across DOWTK
• Increase ticket conversion rates
• Increase revenue generated from existing traffic
• Establish clear performance reporting by attraction, placement, and campaign
• Build a structured CRO and testing programme
• Improve the quality and consistency of ticket product content
• Create a much stronger link between customer demand, onsite merchandising, and marketing activity
• Become the internal owner of ticket trading performance

About Day Out With The Kids

Day Out With The Kids helps families discover brilliant things to do across the UK. Our platform features thousands of attractions and experiences and reaches a huge audience of families actively looking for inspiration, planning days out, and increasingly booking tickets. We're building DOWTK into an increasingly important destination for both discovering and booking family experiences, and this role will play a central part in that growth.

Working at DOWTK

This is a hybrid role based from our Solihull office. You'll be expected to work from the office at least three days per week, working closely with our commercial, marketing, content, product, and ticketing teams. The remaining days can be worked remotely.