Entertainment & experiences · Conversion website
Prison Island Prague
A unique team experience — 29 cells, points, time, competition. The problem: the existing website couldn't convey that experience to customers. We changed that in 7 days.
total build time for the website
click-through rate to booking
bounce rate
mobile optimisation
Starting point
Customers were coming. But they weren't booking.
Prison Island Prague offers a unique experience — escape games in an authentic prison setting with 29 cells. Yet their website failed to convey that atmosphere and excitement to visitors within a few seconds.
The site was overloaded with information and had no clear hierarchy. A strong CTA was missing, social proof was buried deep in the content and the mobile version didn't work properly — even though over 70 % of visitors arrived on mobile.
With a project like this the rule is simple: the more unusual the service, the more important it is to grasp the concept instantly. If a visitor doesn't understand what awaits them within 5 seconds, the likelihood of a booking drops sharply.
Goals
Five key problems to solve
- Instant understanding of the concept — explain straight away what the customer can expect
- Stronger motivation to book — a clear, visible and repeated CTA
- Selling both atmosphere and practicality — emotion + concrete info (where, when, how)
- Speaking to different audiences — companies, families, schools, birthdays, stag and hen parties
- Removing barriers before booking — FAQ, length of the visit, suitability for different groups
Our solution
Three key parts of the website that make the difference
- A strong first impression and a clear direction — the homepage explains the concept instantly, sparks curiosity and guides the visitor towards booking
- Social proof and trust — reviews remove the customer's uncertainty before booking; placed strategically ahead of the CTA
- A clear path to booking — different audiences addressed directly; booking available at every step with no needless obstacles
Key insight
On an experience website, people need to grasp within a few seconds what awaits them, who the activity is suitable for and how to book it. When that's missing, interest fades before it can turn into a booking.
Results
7 days of work. Immediate results.
| Metric | After | Change |
|---|---|---|
| Delivery time | 7 days | from briefing to launch |
| Click-through rate to booking | +12 % | more customers book |
| Bounce rate | −24 % | better website structure |
„In a week we had a new website that looks professional and, above all, sells. We didn't expect it to be that fast and the result to be that good."
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