September 21, 2017
Speed is key when you host online ticket sales for your event. Your fans want to get in, get out and get on with their life. Here are 6 tips to make a customer-focused ticket sales page.
Don’t Force Them to Create a Login
There are some good reasons to have logins and the main one is to minimize direct customer support. If your ticket buyer can edit information on their own then you can focus on other tasks. But on the other hand, you are forcing your buyer to create and remember yet another login. Breaking News, 90% of people do not want another account. We are so overburdened with passwords there are apps to remember all of them for us.
So let your guests buy with ease, no logging in needed. Simple and fast.
Asking for Too Much Information
If you are selling tickets make sure the information you are asking for is only key for your event. Event organizers can get excited about all of the information they can gather: age, gender, business name, home address etc. Knowing this information can help for future planning but then you are creating a burden for your ticket buyer. If the information is not absolutely vital to run your event I highly suggest saving this info to be collected in a post-event survey. You can thank them for their participation and explain your organization wants to improve for next year.
Living in an era of unmatched statistics and information is fantastic but let’s not slow down the user experience if it’s not vital to your success.
Clean up That Page Flow
A clean and simple to navigate page is a beautiful thing. This goes hand-in-hand with the previous tip but once you have your questions, make sure they flow well. A sweet feature in all of our software platforms are actions. These allow you to keep information hidden from view until triggered to show.Your page can seem very short on the outset and it can expand as they make selections. For example, if your event is offering lodging and also offering a ticket option without lodging, when they choose the former the lodging questions will appear. But if they choose no lodging, those questions never show up and the form stays short.
The main goal here is to only show your ticket buyer what they need to see. It keeps it simple for them and that is the best user experience.
Images that Enhance the Page
Within our system, you can put in background images, logo, video, and pictures. It’s fantastic to make your page unique and add some flair but make sure it doesn’t detract from your page. Remember the main focus is to get people to buy your tickets, you can entertain them at your event.
When choosing a background picture make sure it works with the font color. Don’t have black text with a dark background or yellow text with a light blue background. They don’t work well and strain the eyes.
Adding in a top logo, body picture or video very well could enhance your page but make sure you don’t over do it. A busy page does take the focus off of buying tickets but it is also an issue of the page load. If your ticket buyers are on a slower internet connection or an older computer all of the graphics can cause the page to load slow.
High Convenience Fees
Hosting an event costs a lot of time, energy and money. The event needs to be worth your time as well as the people who are going to show up. Your ticket buyers will understand when a ticket costs $20 based on what the event is offering. But when the fee is 50% of the ticket cost, it can get a little awkward and truly can cause people to not buy tickets.
If your fee is more than 20% of the total cost then I suggest making the ticket price more and the fee lower.
Seeing Previous Early Bird Discounts
Your page offered an early bird deal to the first 50 guests and it’s no longer available but it’s still viewable. This means each person who shows up will see they missed out on the $10 discount, such a bummer. Now there are two types of people here, those who will register at the high price or those who will wait for another discount.
Don’t put your event in this scenario, hide the early bird price. If there were people who were not aware of your deal, don’t let them see it so there is no second guessing the event price.
As an experienced event organizer, what have you changed to enhance your ticket buyers experience? We would like to hear from everyone on the do’s and don'ts of creating a ticketing page.