Lifting member ticket purchases through structured experimentation

Challenge

Village Cinemas had never run a structured testing program. Changes to the digital ticketing experience were often decided on judgement and committed straight to development.

Village’s loyalty program, Vrewards, is central to its commercial strategy. But the team had no reliable way to test what actually persuaded customers to join, sign in and book as a member. Village needed to know whether experimentation could work on their stack, and whether it could produce results worth building a program around.

Solution

We designed and ran a time-boxed proof of concept across Village’s highest-traffic pages, pairing a structured test pipeline with the platform and measurement foundations to sustain it.

• Program design
  A focused proof of concept with a defined test cadence, prioritisation framework and shared roadmap, giving Village a clear window to validate both the approach and the platform.
• Hypothesis-led experimentation
  A structured pipeline of A/B tests across high-traffic pages, from Vrewards member acquisition banners to day-part offer promotions, each tied to a defined commercial hypothesis and a single primary metric.
• Behavioural insight
  Quantitative test results combined with session recordings, heatmaps and funnel analysis to understand not just what changed, but why.
• Platform evaluation and implementation
  Wingify deployed and configured as a single platform for testing, personalisation, session replay and heat mapping, with the team trained to run experiments without developer support.

Impact

The proof of concept delivered measurable commercial results inside a short window, and left Village with a repeatable way to validate changes before committing development time.

Around 20% lift in Vrewards member ticket purchases from a single production experiment, with statistical confidence at the maximum threshold

Around 9% lift in purchases from a homepage day-part offer banner, unlocking a repeatable pattern for promotional messaging

Significant lift in Vrewards sign-ups and logins from a member acquisition test, growing a cohort with materially higher lifetime value

Two significant wins from five tests, in a program running for the first time

“We hadn’t run structured testing before, so Inlight’s expertise was critical in getting us set up on Wingify and defining our first use cases. The proof of concept delivered strong results, giving us a way to validate UI changes before committing development time, and showing how experimentation could be run by content editors rather than developers.

Scott Allan, Head of Digital Experience, Village Cinemas

“Inlight’s work with Village Cinemas is a strong example of how quickly a well-designed experimentation program can deliver value. Their structured approach to hypothesis design, measurement, and platform enablement gave Village meaningful commercial results while building the internal capability to run an ongoing CRO program. Using Wingify, teams can bring experimentation, customer insights, personalisation, and AI together in one connected platform, making it easier to turn those insights into action.

Natalia Gamarra, Area Vice President, ANZ, Wingify