Theatre Now

Theatrenow had a very interesting USP, which was ideal for Web delivery, but was almost totally dependent on high visibility. By going to the Theatrenow Web site theatre lovers could book half price theatre tickets for top West End shows, but only for performances today, tomorrow and the day after.

Theatrenow needed to appear high in search engine rankings, in order to increase its user-base. This was critical to the company's survival and its efforts to secure a business partner. Interactive Bureau put together a strategy to raise Theatrenow's search engine profile, elements of which included:

• Log file analyses
• Benchmarking of the site's search engine performance, in order to be able to demonstrate real ROI
• Analysis and adjustment of key words on the site, and the text of key pages, particularly in relation to the site's core propositions
• Technical Analysis of the site's coding and design in relation to its likely success with search engines

After implementing our recommendations, resubmitting the site to the major engines, and performing regular ongoing evaluations and adjustments, the Theatrenow site increased its amount of referrals from individual search engines from between 9% and 1,345%.

Theatrenow has now become a part of the lastminute.com suite of Web sites, so realising its initial ambition.