Mastering General Online Event Ticketing: Key Strategies for Success
Master online event ticketing with effective strategies to avoid common pitfalls, optimize user experience, and maximize ticket sales success.
Online event ticketing seems like it should be simple, but there are countless variables to consider. How big is the event? What kind of event is it? How will payments be processed? What kind of fees are involved? Are their tiers of access to the event? The list goes on and on.
Although every event is different, there are general online event ticketing principles you should follow in order to maximize the success of your next event. Missteps in this area can lead to financial pitfalls, customer dissatisfaction, and logistical chaos.
This article aims to shed light on the common challenges and strategies involved in online ticketing, guiding event organizers to navigate this digital landscape effectively.
7 Common Mistakes in General Online Event Ticketing
Bryan Brand, vice president of business development at white label event ticketing platform Ticketsauce, says event organizers often face various pitfalls in online ticketing that can adversely affect their events.
Here are seven common mistakes organizers make:
- Underestimating Total Costs Due to Hidden Fees: Organizers often overlook the cumulative impact of service fees, credit card processing fees, and other hidden costs.
- Misjudging the Impact of Credit Card Processing Fees: Not accounting for these fees can significantly inflate the total cost.
- Assuming Fees are Automatically Passed on to the Customer:
This can lead to unexpected revenue shortfalls if the costs are not properly managed.
- Overlooking the Need for Responsive Support: As Brand mentions, assuming everything will work as expected without the need for live support can be detrimental, especially when issues arise in real time during an event.
- Complicating the Ticket Buying Process: Overloading the registration process with unnecessary fields or requiring multiple steps for ticket purchase can deter potential attendees, leading to higher bounce rates and cart abandonment.
- Ignoring Mobile Optimization:
With the increasing use of mobile devices for ticket purchases, not optimizing the ticketing process for mobile can alienate a significant portion of the audience.
- Failing to Leverage Analytics and Data: Not using data effectively to understand customer behavior and preferences can result in missed opportunities for targeted marketing and event improvement.
Understanding and anticipating these financial elements is crucial in crafting a successful ticketing strategy, especially for events where budget constraints are tight.
Dealing with Online Ticketing Service Fees and Pricing Transparency
Transparent and clear pricing stands as a cornerstone of successful online ticketing. Event organizers must navigate the often murky waters of service fees and credit card processing charges. “A lot of companies and competitors showcase a low service fee, but they're not forthright with the credit card processing fee,” Brand says.
As a result, organizers have to do their homework and seek to uncover all of the fees – which platforms may seek to downplay, making it difficult on organizers to figure out how much they’re actually paying for the service.
As a result, organizers must seek platforms that are transparent about their fees. Key aspects to consider in pricing transparency include:
- The true cost of service fees and credit card processing.
- The option to pass fees onto customers or absorb them.
- Flexibility in adding additional fees like sales tax or venue charges.
The Importance of Responsive and Effective Support for Online Ticketing
Responsive and effective support is critical in the online ticketing process, particularly during live events. But that’s not the norm with most ticketing platforms. As Brand notes, when a ticketing platform doesn’t work as expected, users are often sent to some self-serve help option like an online tutorial that rarely solves the customer’s problem.
“The customer wants to be able to email or call someone who's going to be highly responsive,” he says.
Key benefits of responsive support include:
- Immediate help for unforeseen ticketing issues.
- Direct contact with knowledgeable support staff.
- Quick resolution of problems to prevent event disruptions.
Simplifying the General Online Event Ticketing Process
No matter what you’re selling, it must be easy to buy from you. That applies to every product or service, and it’s doubly true for online ticketing. A streamlined ticketing process enhances the customer experience and boosts sales.
"It’s important to keep it as simple and easy as possible for that customer to buy their tickets,” Brand says.
Many platforms complicate this process with multiple pages or account creation requirements, leading to higher bounce rates and cart abandonment.
Key strategies to simplify the ticketing process include:
- Offering a single-page guest checkout.
- Minimizing required registration fields to essential information only.
- Avoiding mandatory account creation which can deter potential buyers.
Data Collection and Buyer Questions in General Online Event Ticketing
Efficient data collection in online ticketing strikes a balance between gathering necessary information and maintaining user-friendliness. Brand says organizers should “require only the information that the event organizer needs." Overloading the registration process with unnecessary fields or questions can create friction and discourage ticket purchases.
Considerations for effective data collection include:
- Identifying key information necessary for event organization.
- Avoiding excessive buyer questions that can lead to frustration.
- Customizing registration fields to suit the specific needs of the event.
Maximizing Conversion Rates in Online Ticket Sales
Maximizing conversion rates in online ticketing is crucial for the success of any event. This involves reducing the obstacles that potential attendees face during the ticket-purchasing process.
Effective strategies to maximize conversion rates include:
- Implementing a user-friendly interface for ticket selection and purchase.
- Reducing the number of steps in the ticket-buying process.
- Providing clear, concise information about the event and ticket options.
That’s a key focus for Ticketsauce, Brand says: "All those things are really seamless on our end and drive the highest conversion rate possible."
How to Boost Your Next Event with Effective Online Ticketing
The key to elevating your event lies in the mastery of online ticketing, a critical aspect of event management in the digital age. By adopting a ticketing platform that addresses the challenges and leverages the opportunities outlined in this article, you can significantly enhance your event's success.
Ticketsauce offers a way to meet these needs. Here’s how:
- Transparent Pricing and Fee Structures: Ticketsauce stands out for its clear and upfront pricing. We eliminate the surprises of hidden fees, providing a transparent fee structure that includes service and credit card processing fees. This transparency ensures that event organizers can accurately budget and price their tickets.
- Responsive and Effective Customer Support: One of the pillars of Ticketsauce's service is our highly responsive customer support. Recognizing the importance of real-time assistance, our support team is readily available to resolve any issues, ensuring a seamless experience for both organizers and attendees.
- Simplified Ticket Purchasing Process: Ticketsauce has streamlined the ticket purchasing process, making it as frictionless as possible. With a single-page guest checkout and customizable registration fields, we reduce bounce rates and cart abandonment, making ticket buying straightforward and user-friendly.
- Efficient Data Collection: Understanding the balance between necessary information gathering and user convenience, Ticketsauce enables organizers to collect only the essential data. This approach minimizes buyer frustration while still providing organizers with the data they need for successful event management.
- Maximizing Conversion Rates: The platform is designed to maximize conversion rates with a user-friendly interface that simplifies ticket selection and purchase. This focus on user experience not only enhances ticket sales but also contributes to a positive perception of the event brand.
For event organizers looking to boost their next event, reaching out to Ticketsauce is a step towards ensuring a smooth, successful, and enhanced ticketing experience. Our tailored solutions are designed to meet the unique needs of each event, ensuring that your vision for a successful event is realized.
