Outback Astronomy, a 2014 start-up, provides authentic astronomy experiences in Broken Hill. Located in Western New South Wales, Linda and Travis Nadge take their customers through a journey of the night sky.
The business has gone from humble beginnings to great success in a short time, with positive reviews coming through Trip Advisor and a breakthrough feature in the Lonely Planet's 'World's Hottest New Travel Experiences for 2015'.
Being a start-up and based in a regional location, Outback Astronomy needed a platform to market their offering, get seen by new audiences and attract bookings. The Outback Astronomy is a sensory offering, and hence often harder to communicate to audiences. For this reason, a potential website had to be visual and appealing to prospective customers to relay the beauty of the outback sky.
Furthermore, they wanted customers to see when bookings were available, and to be able to complete transactions and bookings online.
Symphony3 developed a website that visually communicates the expansive nature of the outback sky. It provides information about the experience, information customers need to know about the area and how they can prepare for their booking. The site is easy to navigate and responsive for all mobile devices.
The Outback Astronomy site was build on Drupal, an open source CMS. Therefore the site has no subscription fees to expensive CMS providers and is open to a wide range of updates, support and modules developed by a worldwide community.
Online Bookings & Payments
The site makes the creation and purchasing of events easy. An integrated event calendar allows customers to browse through upcoming events, while Linda and Travis can set events to be reoccurring to save time on administration. The outback shows are of course at the mercy of the weather, therefore payments can be taken with preauthorisation and returned back to the customer in the case of a cancellation.
As a start-up, Outback Astronomy's web presence has helped them grow very quickly into a successful tourism business. The website takes users through to their profile on Trip Advisor, which is already busy with fantastic reviews of the experience.
A huge breakthrough was the business' listing on Lonely Planet's 'World's Hottest New Travel Experiences for 2015' list.
The number of site visits has grown by 72% in just a 6 month period, including a 92% increase in traffic from search engines and 310% growth in traffic from social media. Analytics tracking allows Outback Astronomy to measure success and identify ongoing areas for improvement.