Streamlining Ticket Sales for Your Next Event

An event’s success is dependent on how many seats you can fill. If more than a handful of tickets remain come event day, then there’s some work to do at the drawing board. Selling event tickets isn’t rocket science, but it does require some strategizing. For your next event, change up your campaign and implement a streamlined process for upping ticket purchases.

Keyword: “Streamlining”

This post is all about making the ticket purchasing process as simple as possible. The more unnecessarily complex it is, the more people are going to be put off and turn away before finalizing the purchase. This is why you must streamline the transaction to include just a few short steps. The following are some pointers to keep in mind when creating the transaction page.

Forgo Logins

Existing members may login to purchase a ticket. However, non-members shouldn’t have to create an account to buy a ticket. People are naturally cautious about creating accounts. This just means another account with a password and sensitive information that can be hacked into. People also don’t like to create an account that they will probably never use again or only use once in a blue moon. The average UK resident already has 118 online accounts; they likely would prefer not to add to that count.

Create a clearly visible link that says “proceed to checkout without signing in.”

In one study, 23% of potential event goers turned away upon seeing a page asking them to create an account before proceeding to the checkout page.

Limit Upsells

An upsell is an additional product or service you offer – usually at a discount – to customers. Upsells are a bit controversial. On one hand, they can lead to additional sales and revenue. On the other hand, they can put customers off and make them feel like you’re pushing unwanted products down their throats.

Studies show that each additional step during the transaction page reduces purchase by 10%. Each upsell is another step that the majority of event goers will have to click through whether they’re interested in the offer or not.

If you feel positive about upselling, then limit the upsell to one item, service, or add-on. Better yet, keep the upsell on the same page as the final checkout page where they can click on the item if they’re interested or just as easily gloss over it if they don’t care for it.

A Sample Check Out Process

Here is an idea of how the process should proceed once the attendee clicks the “reserve your ticket” button:

  1. A page where the buyer enters all the basic information, such as name, address, etc. For ticket upgrades or designating ticket quantity, include a box that buyers can checkmark or enter a number. The system then automatically updates the price.

  2. A billing information page.

  3. A review page where the buyer double-checks their information before hitting the “buy” button. This is also where you include a link to the terms and conditions.

  4. An upsell or a post-purchase survey if you decide to add these.

That’s it. Just four simple steps at the most. This provides minimum hassle and can be completed in about three minutes or less. This also makes the process easy for mobile users, who certainly won’t appreciate undergoing a lengthy checkout procedure on a small screen.

In a digital world where information is instantaneous, people don’t have the patience to deal with overly extended transactions. Keep the ticket sale process short and sweet so buyers can zip through it in the same time it takes to listen to a song.


Dan McCarthy is an Event Manager at Venueseeker, an event management company based in the UK. Dan has 6 years of event project management under his belt. He has worked on many successful events, and currently, he shares his knowledge by writing on the company blog. Follow him on Twitter @DanCarthy2.

About RJ Frometa

Head Honcho, Editor in Chief and writer here on VENTS. I don't like walking on the beach, but I love playing the guitar and geeking out about music. I am also a movie maniac and 6 hours sleeper.

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