May 09, 2014

How to provide the very best ticket buying experience

You might be planning the most talked-about night yet to hit Bristol; the trendiest art fair Preston has ever seen or the hottest tech exhibition your side of the Thames. Whatever’s on the agenda, it could all go to waste if you’re not providing your customers with the perfect ticket-buying experience.

The focal point of the ticket-buying process is the ticketshop, so every component of it matters. Here are a few pointers on how to optimise it the whole way through.

Accessing the ticketshop

When it comes to your website, there are a few basic best practices you should adhere to in order to direct as much traffic as possible to your ticketshop:

The “buy tickets” button should always be visible.
Wherever possible, the ticketshop should be no more than a click away.
The page with the ticketshop on should be clean and simple, with no distracting clutter above the ticketshop.

Integration with your site

A lot of ticketing providers will require a redirect to their site when it comes to actually purchasing tickets. This may not seem like a disadvantage, but there are a number of reasons why it’s beneficial to keep customers on your site if possible.

Customers prefer to buy from you – they’d rather the whole process take place on your site instead of being referred to another.
From your own perspective, by sending the customer to an external site, you’re diluting the extent to which your brand owns the event and the whole process.
Good SEO is vital to any website and, put simply, the longer you keep visitors on your own site, the better your SEO will be.

No site? Not a problem. With ticketscript you can still easily drop a ticketshop directly into your Facebook page – you needn’t rely on an externally controlled website to sell your tickets.

Look and feel

Make the ticketshop fit with your brand by customising it.

Not all ticketing providers allow this, but with ticketscript you can change various aspects of the colours so that it blends in seamlessly with your website, matches your brand and generally looks great.
Again, that goes for any ticketshop too – even if you just have one on your Facebook page (or a standalone ticketscript URL), you can give it your own slant.


Whilst most ticketing providers are wise to the importance of mobile optimisation – never take anything for granted in this respect. As soon as it’s gone live, make sure to test out how your ticketshop looks on a mobile device – if you are using ticketscript, naturally we’re pretty confident all will be in order…

Ticket types

This final aspect is outside of the technicalities of the ticketshop and more about the choices you make. You may want to offer adult, VIP, early bird, family, weekender/day, or many other varieties of ticket but do everything possible to keep this under control.

Pricing/product optimisation is a science unto itself but your primary consideration should be simplicity – anything at all in the buying process which could conceivably cause confusion or hesitation is BAD, so make your options unequivocal and unambiguous.

Analyse, test and improve

Something unique to ticketscript is the reporting we offer. With the reports dashboard, you’ll get all kinds of data telling you about who visits your ticketshop and who actually converts to a customer by buying a ticket.

Test out different layouts, ticketshop designs then see which convert best – start crunching those numbers like a pro and work out how to maximise sales.

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So there are some of our key suggestions for streamlining the all-important buying experience. We’d love to hear your own experiences and ideas for what works best too. Comment away below or tweet @ticketscript.

By Dominick Soar