ROLLER’s online checkout features help venues streamline operations, boost revenue, and delight guests at every stage of their journey.
Watch our Product Spotlight webinar below for a deep dive into the online checkout with ROLLER’s Field General Manager, Brett Sheridan, and Product Manager, Chris Leeden.
The importance of a powerful online checkout
The online checkout is a critical touchpoint for venues, and it’s easy to see why. It serves as a 24/7 sales channel, drives revenue growth, captures valuable data, and boosts operational efficiency. With 35-42% of sales occurring after 5 pm, a seamless checkout experience ensures you’re maximizing bookings, even outside business hours.
Here are some of the ways an optimized checkout can benefit your venue:
- Increase conversion rates: With easy access and flexible payment options, more guests will complete their purchase.
- Increase per-guest spend: Encourage higher basket sizes through upsells and add-ons.
- Collect valuable guest data: Gather data on guest preferences and behaviors to personalize experiences.
- Reduce staff load: A smooth, automated checkout allows staff to focus on guest interactions rather than administrative tasks.
Let’s explore how ROLLER’s online checkout adds value at every stage of the guest journey—before, during, and after their visit.
Pre-visit: Driving sales through your online checkout
Your website and online checkout are often the first touchpoints for guests, so creating a great first impression is key. ROLLER’s online checkout makes selling everything from memberships to passes and parties straightforward and intuitive.
As an operator, it’s essential to make the online purchase journey as smooth as possible. Here’s how ROLLER can help you achieve that:
- Customized homepage widgets: Showcase specific experiences or tickets on your homepage for clear navigation, making it easy for guests to locate what they’re looking for.
- Flexible product configuration: It’s simple to configure the products you want to sell, the times they will be available for purchase, and the price you want to offer, helping guests quickly select their experience, reducing friction during checkout.
- Streamlined purchase process: With a reduced number of clicks, ROLLER’s checkout ensures faster purchases, improving conversion rates.
- Party bookings made easy: Our tailored party booking feature streamlines group reservations. Venues can configure stock inclusions that automatically populate in the checkout. Guests can then book, manage, and customize their parties online, saving time and reducing the need for manual input from staff.
Here are a few new and upcoming features ROLLER has introduced to the checkout to help you maximize sales:
- [NEW] Sessions after midnight: For late-night experiences, ROLLER’s checkout shows sessions after midnight on the chosen date, so guests don’t have to manually switch dates for early-morning sessions.
- [COMING SOON] Price rules: With new price rules, you can dynamically adjust prices based on factors like guest count, time of day, and booking lead time. From early-bird rates to off-peak discounts, price rules enable you to fill quieter slots and incentivize larger group bookings.
Pre-visit: Boosting revenue with easy upselling
One of the most effective ways to increase revenue is by offering upsells, and ROLLER’s online checkout makes it easy to do so. With ROLLER, upselling is automated, personalized, and integrated seamlessly into the online booking process. As guests add items to their cart, the checkout suggests relevant add-ons, boosting per-guest spend without requiring extra manual effort. You can easily configure a variety of upsell options, from snacks and drinks to additional experiences, helping guests enhance their visits while driving your revenue growth.
Read more: Maximize Revenue with Smart Upselling: A Comprehensive Guide for Attraction Venues
Pre-visit: Flexible payment options
Offering flexibility in payment methods is essential for today’s customers, who want the freedom to choose their preferred way to pay. ROLLER’s online checkout supports a variety of payment methods, including popular digital wallets like Google Pay and Apple Pay. These digital wallets are more than just a convenience; they’re a proven revenue driver. By providing multiple payment options, ROLLER ensures a frictionless checkout experience, allowing guests to complete their bookings quickly and efficiently.
Pre-visit: Waivers
The smoother the check-in, the better the guest experience. ROLLER’s online waivers allow guests to sign waivers at the time of booking, reducing wait times on arrival and creating a seamless entry experience. To ensure guests are prepared, ROLLER sends automated reminders:
- Booking reminders: Guests receive an email 1-14 days before their visit, containing booking details, instructions, and a reminder to sign their waiver.
- Party waiver reminders: For parties, ROLLER’s customizable waiver reminders make it easy for hosts to share waiver links with their guests, minimizing last-minute hassles and helping parties start on time.
These reminders don’t just save time—they improve efficiency, cutting down over 172 hours of manual labor each year and saving the average venue approximately $2,400. Waivers also serve as valuable data collection points, providing rich guest insights for future engagement.
Read more: Waive Goodbye to Long Check-In Times With ROLLER’s Streamlined Online Waivers
Pre-visit: Reschedule or manage bookings
When plans change, ROLLER’s online accounts feature (available on the Pro plan and above) lets guests reschedule bookings, manage memberships, and add items to their booking—all without a phone call. This self-service functionality is especially valuable for venues handling hundreds of booking inquiries daily, helping reduce operational costs by deflecting calls to the online platform.
Party guest list
ROLLER’s new party guest list feature enables party organizers to send invites, track RSVPs, and gather signed waivers—all within their online accounts. This feature is available on our Pro plan and above, reduces the last-minute scramble of chasing down waivers and RSVPs, and allows party guests to check in swiftly, ensuring a seamless experience on the day.
Pro tip: Venues that implement clear “Edit my booking” links on their websites and update phone prompts to guide guests to their online accounts see a dramatic decrease in phone calls to venues.
Pre-visit: Configuring your checkout
Let’s take a look at what’s happening behind the scenes to make this checkout process so simple. We’ve added a few new features to the platform to help streamline the checkout process:
- Tags: You can assign tags to your products to group similar products together, saving time when you configure your checkouts and reducing the administrative burden of individually managing products across your various sales channels.
- HQ checkouts: For multi-venue operators, HQ checkouts allow you to create and maintain consistent checkout templates across locations, ensuring a streamlined experience for guests and reducing setup time. This feature is coming soon for all HQ Pro customers.
During visit: Mobile F&B ordering
88% of consumers expect brands to have self-service options available, and ROLLER is regularly rolling out new features to help you delight your guests. ROLLER’s mobile F&B ordering system gives guests the convenience of ordering directly from their phones. You can integrate mobile F&B ordering with your kitchen display screen so that orders are sent straight from customer phones to your kitchen.
Case study: Airborne Trampoline Park
ROLLER customer Airborne Trampoline Park has seen party spending increase by $4-5 per guest since introducing mobile F&B ordering, translating to an additional $1 million in annual revenue—a powerful testament to the impact of mobile ordering.
Post-visit: Leveraging Analytics for data-driven decisions
ROLLER Analytics provides you with the data you need to assess and enhance performance. With easy-to-digest visual dashboards, you can make informed, data-driven decisions about your business without having to spend time manually exporting data to another tool.
Here are some examples of how you can use ROLLER Analytics to make the most of your online checkout:
- Spot trends in booking volume: In the online checkout revenue dashboard, you can view online bookings by month to identify seasonal trends or dips in booking activity. This can help you plan marketing campaigns to drive sales during slower months.
- Monitor product performance: You can also view a breakdown of online sales by product type to see which products are contributing the most to your revenue. If party packages are leading sales, you might want to introduce new offerings or promotions around this category to capitalize on its popularity.
Case study: Mining Adventure World
Before using Analytics, escape room Mining Adventure World manually exported ROLLER data to Excel to get the insights they wanted. Now, they have all of the revenue, guest, party, and membership insights they need at their fingertips and are saving around 3 hours of reporting time each week.
Point-of-sale enhancements
Beyond the online checkout, ROLLER has introduced several improvements to the point-of-sale (POS) system to boost efficiency and enhance the guest experience:
- Suspend items: If your kitchen operations get overwhelmed during peak periods or you need to pause ordering on a particular menu item when it becomes low on stock, you can temporarily suspend products until you’re ready to serve them again, ensuring smoother operations and better guest satisfaction.
- Park incomplete bookings: If a guest needs to step out of the queue to sign a waiver, you can now park their booking so you can serve other guests without having to cancel your transaction and check-in. When the guest is ready, you can resume the check-in process without having lost any progress.
- Reschedule session times: Change session times easily in the POS without needing to cancel and rebook a new session.
- Multi-membership redemption: Save time by redeeming multiple memberships simultaneously for family bookings.
- Stock modifiers: We’ve enhanced the user experience for adding stock with modifiers to guest orders and introduced smaller POS tiles, making it easier for staff to serve guests quickly by displaying more options at once.
- Fast card payments: Process card payments in one click instead of three to check out faster.
What's next?
At ROLLER, we’re dedicated to continuous improvement based on customer feedback. If you’re a current customer, you can submit and vote on feature requests through the feedback portal in Venue Manager.
If you’re not yet a ROLLER customer, what are you waiting for? Book a demo today to see how our powerful online checkout can help your venue increase revenue, streamline operations and delight guests.
