February 16, 2016
Long gone are the days where independent promoters relied on print media and outdoor advertising for the success of their ticket sales. Of course, it’s only fair to want to see your money being spent well, and with non-traditional marketing forms, it’s easy to obtain metrics and success rates on promotional activity. For that reason, conventional marketing methods are becoming increasingly unattractive.
With tools allowing you to instantly track results, you can easily measure how efficiently your budget is being used. To this benefit, these days many promoters and organisers are leaning towards Google Adwords, online banner ads, sponsored Facebook posts etc. However, the path to generating new ticket sales does not end with online advertising. On the contrary, the process has just begun for the buyer. Once a buyer has landed on your landing page due to online promotional activity there are many other aspects to consider. Take a look at the following five steps to create a fully optimised and high-conversion entry page.
1. Ensure all ad copy is relevant to the content on the landing page
Are you rewarding loyal ticket buyers with early bird prices? In that case, you should start by making sure that the ad text is up to date and then remove the ad when the early bird phase is over. Secondly, you should link the ad directly to the ticketshop. E-commerce polls have shown that a click (also called a conversion) is more likely to occur if the purchase journey can be completed in less than 6 clicks.
2. Use themed and relevant images
The use of engaging graphics alongside text within ads has been proven to be more effective than solely using copy. By using attractive visuals you earn the attention of the user and successfully highlight your message.
Plan ahead and think about what kind of images you want to put into your ads. Does the image reflect your brand and/or event’s personality? Ensure the image has the right format and make sure it’s consistent with the style of your landing page. This will make for a seamless user journey, creating trust amongst users. Don’t believe us? See what our ticket buyers had to say here.
3. Keep it short and simple
A landing page has only one purpose: to achieve conversions. In your case, that probably means: sell tickets, and as many of them as possible. When creating a page make sure to stick to that objective.
With your ad text in mind, you must ask yourself: what information does the user need to make the purchase? Does the page have important details about the event? If your event is taking place at an unknown location, you will certainly need to clarify that information.
In order to find out what information will be useful for the buyer, you can target the ad to customers who have visited your site previously. Our ticketscript dashboard, in conjunction with Google Analytics will help you to make these connections. To learn more about Google Analytics for the dashboard, check out our Google Analytics tutorials here.
4. Minimise scrolling
Scroll maps make it possible to see how far down viewers will scroll on a long page. The top visible area is, of course, the most important one since it is the one that first comes into sight. Therefore, the most important information should be displayed there, and likewise so should the link to the ticketshop. The more a user has to scroll down, the less likely he/she is to acknowledge your content. To understand why people are leaving your page, you can use tools like CrazyEgg .
5. Use call-to-action buttons for better conversion rates
The four points mentioned above are no less important than this one, but this one is the champion of page optimisation because nothing works without it.
To get the user to buy tickets, make sure to have a ‘buy tickets’ button which is prominent and at the top of the landing page. Make the button as visible as possible, creating a sense of relevance or urgency. For example, ‘buy tickets now’ or ‘buy ticket here’ is more motivating than “tickets”. Likewise, you should choose a button colour that contrasts with those on your page so it stands out more. You can learn more about the psychology behind call-to-actions here. If there is a form on the page, limit yourself to asking only for data that you need to get the most conversions, e.g. the email address.