Changing the face of The National Children’s Museum

How we worked with Eureka! to redesign their website, reduce queue times and convert mobile users.

The challenge

Eureka! challenged us to improve two of their key assets, their website and the clunky, paper based annual pass system.

Mobile first

With over 70% of traffic via mobiles, but only 10% of sales from the same, we rolled out our mobile first approach, improving the mobile purchasing process.

What's inside?

An improved structure, new interactive map and gallery, gives the customer a greater insight into what the museum is about and what children can do.

Streamlined booking

User friendly booking experience, allowing customers to buy tickets for the museum on any device, anytime.

Purchase products

Integrating WooCommerce added an ecommerce section, letting customers purchase products and merchandise outside the museum’s opening hours.

Pay once, play for a year

To reduce queue waiting times, we created a new system and process for the redemption of annual passes, keeping customers happier at peak visiting times.

Till dashboard

The new till dashboard allows museum staff members to manage, check and process annual passes online, saving time and resource.

Content managed

Using the WordPress platform, Eureka! admins can create edit content and add new web pages to their hearts content. Flexible and fast.

Don't go just yet, there's more...

Download the full case study to discover the following
  • Some of the day-to-day challenges facing The National Children’s Museum.
  • The challenge we thought was the most important to tackle.
  • Why Eureka! chose Rubber Cheese over 39 other agencies.
  • The techniques used in the pre-planning phase of the project.
  • The tools and approach we took to tackle the main challenges.
  • What we learn’t from this project and what you need from your chosen digital agency.


  • Bounce rate
    down by 94%

  • Online booking
    conversion rate

    up by 24.5%

  • Gift Aid Donations are up
    with 80+% of users
    giving to Gift Aid


“Our front-of-house team have been incredibly enthusiastic about the changes, and have quickly seen the benefits to both us AND our visitors”

“In 15 years of working with websites and communications, I’ve never worked with an agency quite like Rubber Cheese. We view them as an extension of the Eureka! team – they genuinely want to produce the best possible work for us, and that translates into the quality of our website and annual pass system.”

Sophie Ballinger
Communications Manager
Eureka! The National Children’s Museum