Challenges
The Incline Railway faced three key hurdles in modernizing its digital presence:
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- Sell More Tickets
The Incline Railway needed a way for users to find their way to the ticket cart, no matter where they are on the site. If the path to purchase is not prominent enough, you risk lost sales and frustrated customers.
- Highlighting History
The Incline’s 125+ years of history—including Civil War ties, post-fire reconstructions, and railcar innovations—needed a storytelling format that honored its regional significance.
- Leveraging New Marketing Assets
Two high-production videos showcasing the 2020 railcar upgrades required strategic placement to maximize viewer engagement and conversion.
Solutions and Results
Papercut delivered tailored strategies to address these challenges:
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- Sticky Ticket Navigation
We implemented a persistent “Buy Tickets” button that remains visible as users scroll, ensuring seamless access to the ticket cart. This reduced friction and increased online ticket sales.
- Preserving History with a Timeline
A historical timeline was designed to highlight the Incline’s evolution, incorporating key milestones, photographs, and stories. This format educates users about the railway’s importance in regional history and its role as a beloved landmark.
- Strategic Video Integration
The homepage hero video immediately captivates visitors with sweeping views of the railway, while a second video showcases the modern railcar installation. Together, these videos boosted engagement and emphasized the Incline’s blend of heritage and innovation.
Outcome
By streamlining ticket access, celebrating the Incline’s storied past, and leveraging dynamic visuals, ridetheincline.com now delivers a frictionless user experience that honors the past while driving future growth. The sticky ticket feature ensures no visitor leaves without a purchase opportunity, and the historical timeline positions the Incline as a must-see destination for history buffs and tourists alike. Combined with evocative video content, the site effectively bridges the railway’s storied past with its modern advancements—a testament to Papercut’s ability to blend functionality and narrative impact.