In today’s eCommerce landscape, assumptions are expensive. 

What guests prefer. How many steps are “too many.” Whether fewer clicks always equals higher conversion. 

At accesso, we don’t rely on assumptions; we test them. Through structured experimentation, we continuously optimize the eCommerce and venue commerce experience for our clients, using real guest behavior and advanced statistical modeling to drive measurable revenue growth. 

Two Types of Testing: Platform-Wide and Client-Specific 

Our experimentation program operates in two primary ways. 

Platform-Wide Optimization 

We regularly conduct tests across multiple clients to improve our platforms for everyone. These initiatives focus on enhancements that benefit the broader ecosystem, whether that’s refining checkout flows, improving product presentation, or streamlining decision paths. 

When a winning variation is identified, it can be rolled out at scale – creating collective uplift across venues. 

Client-Specific Optimization 

We also design tailored experiments for individual clients. 

Sometimes these originate from a client request. Other times, our team identifies an opportunity and brings it forward collaboratively. These tests are customized to the client’s industry, region, seasonality, and operational goals. 

Because optimization isn’t one-size-fits-all. 

Powered by Optimizely 

All experimentation is conducted within Optimizely, one of the top web experimentation platforms in the industry. 

This gives us: 

  • Built-in AI to accelerate test development and suggest new variations 
  • Advanced statistical modeling to tie results directly to sales performance 
  • A robust experimentation framework capable of supporting tens of thousands of users per test 

Nearly every aspect of the purchase experience can be modified and tested, from simple CSS and layout adjustments to full functionality changes. 

Testing at Scale 

Our experiments typically run between two and six weeks, with user volumes ranging from 10,000 to more than 100,000 participants per test. 

To date, we’ve tested over 10 million users in just two years of structured experimentation using Optimizely. 

Our largest initiative, a major platform release, ultimately involved more than 1.5 million users. 

This isn’t surface-level optimization. It’s meaningful scale. 

Behind every test, our Commercial Intelligence team builds and monitors detailed behavioral metrics to understand exactly how guests move through each variation. Sometimes the optimal path differs by region. Sometimes by industry. Sometimes by season. 

We let the data tell the story. 

What We’ve Learned (With Real Impact) 

Our experimentation efforts range from large platform evolutions to seemingly small refinements – and both matter. 

Some examples: 

Product Bundling Optimization 

We’re currently testing different admission and add-on bundles at a major client to determine the optimal product mix. Early signals are helping identify the combinations that maximize both conversion and average order value. 

Cart Countdown Timer 

We tested the introduction of a countdown timer in the cart experience to increase urgency and improve checkout rates. 

Initial results show conversion increases of up to 5% from the cart page. We’re continuing to test duration timing to determine the optimal window. 

Rethinking “Fewer Clicks Is Better” 

A common belief in eCommerce is that reducing steps always improves conversion. Our testing has shown that’s not universally true. 

When add-ons are relevant and reasonably priced, adding a thoughtful step in the purchase process can actually increase overall revenue,  without harming completion rates. 

Checkout Flow Optimization 

Our revamped checkout flow is currently the second-largest testing initiative we’ve ever undertaken, with over 500,000 users participating so far. 

We’re optimizing everything from payment type selection to payment input structure to optional add-ons like ticket insurance, all backed by real behavioral data. 

Continuous Optimization, Not One-Time Improvements 

The most important thing about experimentation isn’t a single lift percentage. 

It’s the discipline. 

Testing removes opinion from decision-making. 

It replaces assumptions with evidence. 

It allows us to refine experiences at scale – responsibly, strategically, and measurably. 

 

Ready to Make Data Work for Your Venue?

At accesso, experimentation isn’t a feature. It’s part of how we build. 

If you’d like to learn more about how testing can support your specific venue or operational goals, reach out to our team. We’re always exploring what’s next.