Event Manager Strategies to Add Value to the Ticket-Buying Experience and Drive Sales
One lesson we learned from the pandemic is to prepare for the unexpected. Ticket Buyers, more than ever, are seeking flexibility and peace of mind when purchasing event tickets. They want to be sure that their investment will not go to waste in the event of last-minute travel cancellations, family or health emergencies, or unforeseen circumstances. This presents a unique opportunity for event managers to enrich the ticket-buying experience with value that extends beyond the purchase experience. By doing so, they can create unforgettable experiences for customers.
So, how can event managers approach embedding more value into the ticket-buying experience? Let’s examine some of the strategies and features that can help.
1. Optimize Your Ticket Sales Pages and Checkout Flow
Optimizing your ticket sales pages and checkout flow is the first step in delivering maximal value to ticket buyers. This means creating clear, concise, and visually appealing pages that provide all the information customers need to make an informed decision. Include details such as event dates, times, locations, pricing tiers, and available seating options. Use eye-catching visuals and videos to showcase the event and create a sense of excitement.
Make sure your checkout flow is as streamlined as possible. Minimize the number of clicks and pages required to complete the purchase, and make sure your checkout page is mobile-friendly. You want to make it as easy as possible for customers to buy tickets without any unnecessary obstacles or distractions.
2. Utilize FOMO Alerts and Tickets Remaining
One effective way to add value to the ticket-buying experience is to use FOMO alerts. FOMO, fear of missing out, is a powerful psychological motivator. By using contextual on-page alerts that highlight the popularity of the event or the scarcity of available tickets, you can create a sense of urgency and encourage customers to act quickly.
For example, you might use a message that says “Only 10 tickets left!” or “Over 1,000 people have already bought tickets!” By showing the ticket buyer how many tickets remain, you can create a sense of excitement and encourage customers to purchase before it’s too late.
3. Offer Popular Payment Methods
Another way to add value to the ticket-buying experience is to offer popular payment methods. Customers want a seamless and convenient checkout experience, and offering payment methods like Apple Pay and Google Pay can help make that happen.
These payment methods allow customers to complete their purchases quickly and easily without manually entering their payment and shipping information. This can help reduce cart abandonment rates and increase the likelihood of a successful purchase.
4. Provide Buy Now Pay Later options
In addition to offering popular payment methods, providing Buy Now Pay Later options can also add value to the ticket-buying experience. This option allows customers to spread their payments over several months, making it easier to budget for the event and increasing the likelihood that they will make a purchase. By offering this financial flexibility, event managers can empower customers to attend events they might not have been able to afford otherwise, enhancing their overall experience and satisfaction.
Offering Buy Now Pay Later options can also help increase total ticket revenue. Customers who might not have been able to afford the full ticket price upfront may be more willing to purchase if they know they can spread the payments out over several months.
5. Provide Ticket Buyer Protection
Finally, providing ticket buyer protection can give customers peace of mind and ensure a positive experience with your ticketing service. Ticket buyer protection can take many forms, from refund guarantees to travel and event cancellation insurance.
For example, ticket buyer protection can help guarantee a refund for customers who have purchased tickets if an event is canceled due to unforeseen circumstances. This can minimize the risk for customers and ensure they feel confident in their purchase.
Key Takeaways
By embedding more value into the ticket-buying experience, event managers can create experiences that customers won’t soon forget. By optimizing ticket sales pages and checkout flows, using FOMO alerts, offering popular payment methods and Buy Now Pay Later options, and providing ticket buyer protection, event managers can build lasting trust and loyalty with their audience, ensuring that customers return for future events and recommend them to others. Ultimately, these strategies not only enhance the ticket-buying experience but also contribute to the long-term success and reputation of the events themselves.
