9+ years evolving websites for UK’s #1 activity parks

Digital experiences that keep pace with Oxygen Activeplay’s ambitious growth

Oxygen Activeplay’s ambitious growth and expansion plans led them to rebrand and commission a new website. Oxygen manages thousands of bookings across its parks and the business is growing rapidly, so the team wanted to create an intuitive online experience that is also scalable with their strategic goals. 

We designed and developed a site that connects their digital platforms and provides greater visibility of data, helping them create strategies to improve sales and conversions.

What the client wanted

• Design and build a website that will scale as the business grows
• Reliable, collaborative partners available to support with digital expertise and work with external parties such as their branding partner
• Intuitive digital customer experience
• Greater visibility of user data throughout the sales and booking journey to inform strategies for improving sales and conversions
• Continuation of design and development improvements following the site launch, through our Always Evolving® model

Oxygen Activeplay is one of the UK’s leading trampoline park businesses. Since opening its first park in 2015, Oxygen Activeplay now has multiple parks located in popular leisure or retail areas with close ties to their local communities – and ambitious plans to open many more.

A long-term client of Atomic Smash, we’ve been working with the teams at Oxygen for 9+ years. Strategies for growth and expansion led them to rebrand and commission the design and build of a new site that could manage thousands of bookings through an intuitive experience.

We continue to test, analyse, plan, design and develop digital improvements on their site every month through our Always Evolving® model to ensure Oxygen has a website that continues to perform optimally and scale as the business grows.

Matching ambitious scale up plans with the right technical solutions over time

We’ve been working with Oxygen for more than 9 years. We built their first website, and later iterations of their website, and have continued to optimise and evolve it with them as they have grown and expanded.

Over the last year, we’ve been proud to support them through the biggest expansion that we have seen from them so far.

Following investment, Oxygen came to us with ambitious plans to scale up further. While the existing website was in a good position, it was longer a perfect fit for their growth plans and not extendable at the rate they needed.

Instead, they needed solid structure on our framework to scale with. In addition, the business was going through a rebrand, another catalyst for website redevelopment.

Together with Oxygen, we identified that the best route would be a new site followed by a return to the Always Evolving® model upon launch to continuously review, test, improve, and strengthen the site.

In the meantime, we kept their current site maintained and working well by updating WordPress and all associated plugins, providing server maintenance, fixing any bugs or issues and continuing to work through a backlog of requests until the new site could go live. 

This included delivering a light touch solution to improve bookings on the previous site while it was still live, so it continued to provide as much value as possible while we worked on their new site project in the background.

After launching their new site, we moved it into our Always Evolving® model, which gave us dedicated time each month to continually make the site even better and adapt to their changing business needs.

For example, building out custom themes and templates for seasonal campaigns, and supporting them through acquisitions of other parks by bringing these into the website.

Soft launch with full-site A/B testing

Together with Oxygen, we planned a staggered release of the new website. We started with a soft launch showing the new site to 1% of users, then increased this in stages to 5%, 40%, 70% and then 100% of users. 

This gave us an opportunity to deliver full-site A/B testing with site monitoring and data analysis, plus risk mitigation to ensure no dip in revenue – essential for companies that take a high proportion of sales through their websites. 

Frictionless user journeys

Keeping pace with Oxygen’s rapid expansion of new park openings and acquisitions, we’ve been on hand to support them to roll out web pages for new and rebranded parks, and promote new activities. 

Our team has been dedicated to making user journeys as frictionless as possible, so that their customers can make bookings for activities at the parks they want, with ease.

Deeper insights from eCommerce analytics 

We’ve been doing an enormous amount of work on extracting accurate website analytics for Oxygen, helping shed light on KPIs such as conversions, AOV, site performance, and newsletter signups.

As an activity park franchise, it was important to Oxygen to be able to break down what they are selling within Google Analytics on a more granular level, and access park-by-park data.

Visibility of this data helps Oxygen to identify and act on any opportunities to improve a specific park’s conversions. And we use a combination of qualitative and quantitative data to figure out how to do that.

Data helps Oxygen better understand its audience; who is buying from them, who isn’t, and tailor their strategies to engage more future or returning customers. Visibility throughout the sales funnel helps inform business decisions on how to price products accurately, and identify (and fix) drop-off points. We help Oxygen to use ongoing data analysis to support business growth and interpret sales funnel analytics to improve the average order value.

Rolling out Oxygen’s fresh new brand

We rolled out two iterations of Oxygen’s rebrand, which became increasingly focused on storytelling, and injected more feeling into the brand.

It was important to our client that when a user was anywhere on the website, they would immediately recognise it as being associated with an Oxygen activity park through the branding, and connect it with excitement, fun and vibrancy.

Oxygen Offers

The Offers hub is a central place for Oxygen to add all of their special offers. We took action rapidly to deliver this work with a fast turnaround, helping Oxygen quickly respond to customer needs and launch their new Offers hub in time to promote their summer specials. 

This feature exists as a page as well as a block on the homepage, and each offer is clickable. This benefits their customers, who can find the best deals. They can see offers more prominently and click through to read more detail if they’re interested.  

It also brings business benefits to Oxygen, simplifying how they add and manage content into a central hub, with offers that can be toggled on/off for each park. These offers also auto-expire, so content is always up to date without the Oxygen team needing to manually check and remove old offers. And they help to increase conversions through the website and continue to drive revenue growth.

Summary of what we developed for the Offers hub:

• A new content type
• An expiry date and auto-remove once offers have expired
• A single offer page that is fully editable in the block editor
• New category taxonomies for offers such as “Parents love it” with custom icons and colours
• Easy editing for franchise with toggles and ability to assign to individual parks