September 21, 2016

Part 2: Using data effectively to increase ticket sales

Last week we took a look at Acquisition reports within Analytics which essentially details how the user arrived at your website. This week we take a look at what these users actually do on your website so you can make improvements to your site to improve the customer journey and maximise your conversion (to a sale!). We’ll also tackle how to send these users ads if they never quite converted to a ticket-buyer with a clever tool called Remarketing.

For a step by step guide on Google Analytics check out our comprehensive webinar series which should make life a lot easier.


Behaviour Reports

Once you have your potential customer on your website (or ticketshop), what are they doing? How are they interacting with your website and could there be improvements made to help increase conversion of ticket sales?

This report can really help with highlighting particular pages on your website that are either performing well or more interestingly, causing users to drop-off (bounce) before purchasing a ticket. It can often be the case that the ticket purchasing journey is too clunky and by utilising this report you can be confident in your decisions to remove a certain page or redirect traffic to better-performing pages.

You also might have created an interesting piece of video content that is sitting on a particular page other than the homepage. If this page seems to have the most engagement on the website, it could be useful to either divert your banner advertising links directly to this page or even move the video content to the homepage so you’re capturing your audience’s full attention as soon as they land on your website. Our attention spans are becoming shorter and shorter with the nature of how content is being produced so don’t give potential customers a chance to leave without showing at least signs of converting into sales.



So you now know where your potential customers are coming from before they reach your website, what they’re doing once they get to your site, which has hopefully resulted in ticket sales. If that’s the case, congratulations! If you still need to sell more tickets then don’t be alarmed. There is a clever way to target those potential customers who have engaged with your ticketshop or website but have not yet purchased a ticket. Welcome to the wonderful world of remarketing.

By collecting Remarketing data, you can start to build out numerous audiences that you can retarget with online ads using Google AdWords. This can really be as straightforward or as complex as you like but here are a couple frequent uses of Remarketing that have proven very fruitful for event organisers we work with.

A more straightforward approach is to target users who have started the ticket purchasing journey but not yet converted to an actual ticket sale. This way you know the user is interested in purchasing tickets to the point where they have made the decision to begin the process. It could be any number of things as to why they didn’t convert (e.g. had to run into a meeting, lost service on the train), so it’s a smart decision to trigger a reminder and send out an online ad to entice the completion of a ticket purchase.


You can also utilise Remarketing to target more niche audiences with custom ads. This will show the potential ticket buyer you understand their behaviour and will provide you with a better chance of conversion. For example, you might find a certain group of users are spending time on the ‘Line-up’ page of your festival website, so you can make an informed decision that the bands involved are really important to their decision in buying a ticket. You can then serve this group with a tailored ad pushing a message such as, “new acts just announced!” to generate the best chance of re-engaging that user with your website and generating a ticket sale. Click here for more information on setting up your Remarketing.


In conclusion

We cannot stress enough how important it is to take ownership of your event ticketing and one thing that can assist with this is the correct utilisation of data. This can be something you start with at a very basic level and build up to more complex formulas as confidence grows within Google Analytics. Don’t be afraid! Get started now so you can gain a better understanding of your customers, track your return on investment, and produce more targeted campaigns to increase ticket sales.


For any questions about this blog please reach out to your Account Manager.