Increasing sales across multiple websites through brand strategy and user experience


Underbelly run several live-entertainment festivals across the UK at different times of the year. The company experienced rapid growth with much of their revenue coming through online ticket sales, but ad hoc web design had created a disjointed user experience. Our goal was to increase online sales by delivering a centralised ticketing system and unifying the Underbelly brand across five websites.


  • Front-end Development
  • Visual design
  • Content Management
  • Information Architecture
  • UX/UI design
  • Ticketing API Integration


Underbelly Limited


Our requirements have been wide-ranging in terms of scale and offer, and Ten4 have met all of the challenges, bringing invaluable project management, design and technical skills and ensuring that all work was completed to deadline. We are very pleased with the results.

Nicki Marsh, Head of Marketing

Focusing on User Experience to drive revenue

Starting with information architecture and user flow we balanced the need for cross-selling with a streamlined checkout process (developed using Underbelly’s ticketing provider Red61’s web API) to keep users in the payment funnel.

Through our agile project management approach we prototyped and tested various solutions before the bespoke user interface was finalised and re-themed for each festival. The project was split into multiple sprints enabling us to roll-out the system quickly in stages - the most important first. We worked closely with Underbelly and their ticketing provider to produce the most effective solution within the given time constraints and budget.

Harmonious basket and ticket purchase

We created a seamless ticketing API integration which shares a universal basket across all festival websites allowing Underbelly to cross-sell tickets and merchandise from London to Edinburgh through the same transaction. A comprehensive event search allows users to browse through by Venue (with geo-location “nearby” feature), Category, Date/Time, Artist returning a tailed result set.

Distinguishing corporate information from marketing

Creating a distinct and separate corporate site gave Underbelly more space to showcase their culture and ethos, attract new business, advertise career openings and sell merchandise. Our ongoing relationship ensures regular updates and improvements are always inline with Underbelly’s business goals.


Surge in sales for Edinburgh’s Christmas


Underbelly now sell more tickets and generate more revenue through their websites. Our work contributed to a 40% surge in sales for Edinburgh’s Christmas, with 10% more tickets being sold online than the previous year.

Underbelly Edinburgh Fringe did even better, with a 16% rise in online ticket sales. Users have increased by around 70%, pageviews by 20% and user-journeys are 10% faster

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