By the time someone reaches your ticketing pathway, chances are they’ll have chosen a show, picked a date and want to hand over their money.<\/p>\n\n\n\n
The last thing you want to do is put anything in their way. But, unfortunately, it happens with surprising frequency.<\/p>\n\n\n\n
At One Further, we\u2019ve spent 12 years helping arts organisations understand how people are interacting with them online and how to make the experience better.<\/p>\n\n\n\n
The purchase pathway is usually a rich area for improvements big and small. We\u2019ve found everything from small annoyances to complete blockers that, if they had gone live, would have been a conversion rate disaster.<\/p>\n\n\n\n
Rewording a confusing button or explaining a booking fee might only move your conversion rate by a fraction, but incremental improvements add up over time.<\/p>\n\n\n\n
Take a venue where 4% of people visiting event pages go on to book. Raising that conversion rate to 4.5% looks like this:<\/p>\n\n\n\n And that’s before we think about the other benefits: fewer calls to the box office, a better first impression for first-time bookers, and a more “premium” experience overall.<\/p>\n\n\n\n Many organisations assume that because Google Analytics is installed, they should be able to see where people drop out of the booking process. That\u2019s not quite the case, for two reasons.<\/p>\n\n\n\n Firstly, the default setup in GA4 is built with more traditional ecommerce in mind. It doesn\u2019t understand the specifics of ticket buying. You need custom event tracking and funnels tailored to your website.<\/p>\n\n\n\n And even then, if you’re the only place to get tickets to your show, people will have to persevere through a suboptimal experience to get them. Things might look healthy if you go by the numbers, but it won\u2019t show the true situation.<\/p>\n\n\n\n In a recent review we carried out for a large arts venue, around two thirds of people who added tickets to their basket went on to buy, which looked reasonable. But only 65% of those people rated the process as easy, against the 80% we set as a benchmark.<\/p>\n\n\n\nPeople visiting event pages per year<\/th> Transactions at 4% CVR<\/th> Transactions at 4.5% CVR<\/th> Additional revenue<\/th><\/tr><\/thead> 100,000<\/td> 4,000<\/td> 4,500<\/td> \u00a337,500<\/td><\/tr> 400,000<\/td> 16,000<\/td> 18,000<\/td> \u00a3150,000<\/td><\/tr> 1,000,000<\/td> 40,000<\/td> 45,000<\/td> \u00a3375,000<\/td><\/tr><\/tbody><\/table> Google Analytics isn’t enough<\/h3>\n\n\n\n