The Challenge
The previous website was holding Houston Ballet back. The mobile experience wasn't keeping up with how patrons were actually browsing, buying tickets and making donations on smartphones and tablets. An outdated CMS made updating events, promotions, and content, time-consuming for staff. And limited Tessitura integration created a fragmented experience that was impacting ticket sales and patron relationships. The goal was to fix all of this while preserving the visual identity customers already knew and loved, and building a platform that could grow with the organization.
The Approach
Jixaw partnered with Houston Ballet to deliver a comprehensive website upgrade that enhanced usability, integration, and performance while keeping the design familiar to patrons. Key improvements included:
Mobile Optimization: The site was significantly improved for mobile users, ensuring smooth navigation and ticket purchasing on any device.
CMS Upgrade to Umbraco: A modern CMS fully integrated with Tessitura empowers staff to update content, manage events, and personalize experiences without technical support.
Real-Time Tessitura Integration: Using Tessitura's REST API, the site now provides seamless access to ticket availability, pricing, memberships, and donations in real time.
Optimized Purchase Path: The ticketing process was streamlined to reduce clicks and support dynamic pricing, promo offers, and easy add-ons like VIP packages and donations.
Express Donation & Online Gift Certificates: More ways to increase revenue quickly and easily.
Content Strategy & SEO: Simplified content organization and improved search optimization help promote events and expand audience reach.
Scalability & Flexibility: Built on open-source technology, the site provides a cost-effective foundation for future growth.
The Outcome
The results were felt across the entire organization. More visitors now browse and purchase on mobile devices. A smoother purchase path has led to higher conversion rates and stronger patron satisfaction. Streamlined ticketing and add-on options including VIP packages, dynamic pricing, and donations have boosted average order value and created new revenue opportunities. Staff can update content quickly without relying on technical resources. And real-time Tessitura integration ensures a consistent experience for ticketing, donations, and account management across the board. Jixaw continues to support Houston Ballet as their digital needs evolve.
