Website Rebuild Optimizes UX, Sales and Usability

Pabst Mansion

Client Profile

The home of Captain Frederick Pabst is an award-winning historic museum and architectural landmark of Milwaukee, Wisconsin. In 1978, it opened to the public and continues to entertain visitors from all over the world. To date it is self-sufficient, earning revenue from gift shop sales and tour tickets.

Business Situation

The Pabst Mansion website was in danger of becoming unusable. It wasn't mobile-friendly; the store didn't integrate with their POS system; their brand had changed and needed updating; it was difficult to use; and it lacked a blog. To ensure long-term usability and profitability, they asked Skyline to modernize and integrate the site with their e-commerce system.

"Developing a new website is always full of complexities, including refreshing your old online brand with a fresh one that will take you forward for years to come. Skyline walked us through the process and developed a stellar product that included not only the aesthetic we hoped to achieve, but also the functionality of the latest platforms."

John Eastberg
Executive Director
Captain Frederick Pabst Mansion

Technologies Used

	Kentico CMS
	Microsoft Azure
	Agile
	Square Integration
	SQL Database
	Google Analytics
	Google Merchant Account / Product Feed

Skyline Solution

Improve the User Experience (UX)
- Redesigned the site to incorporate their new brand.
- Enabled users to quickly find directions and contact information and parking.
- Simplified the user journey by highlighting calls-to-action (CTAs) that drive users to 3 main places: purchase tour tickets, event tickets, and shopping.
- Developed the site with Kentico Content Management System (CMS) to ensure it was easy to use on all devices, especially mobile.
Develop Custom Ecommerce Solutions
- Integrated their gift shop with their POS system (Square), Google search product results, and their email marketing application.
- Custom-configured Kentico’s out-of-the-box Ecommerce features to ensure ticket sales followed business rules to control the maximum number of people per tour, and allow for tickets to be purchased one month in advance. On their old site, they couldn’t limit how many tickets were sold per tour, per day. Now they can, and it’s integrated with their Square POS.
- Created a custom process that dynamically sets up tours in their store.
Ensure Long-Term Usability
- Built the site with Kentico CMS to maximize customization and security from hackers and viruses.
- Hosted the site in Microsoft Azure to improve stability.
- Added a blog (Kentico out-of-the-box feature) and taught staff how to use it.

The Results

The newly redesigned and built Pabst Mansion website is optimized for UX, conversions, and is easier to read and navigate on any platform with clear CTAs (that's easier to tap on mobile).

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