Organizing a successful event is no small feat. Having to sell tickets to your event on top of that can make the process even more challenging. That’s why we’ve put together a list of some of our top tips to build an effective event website to sell tickets online. Having an effective event website will not only attract a larger audience, but it will help you increase conversion on the page. These two factors, volume and conversion, will be the two most important variables to consider when optimizing your event website. When you build an effective event website, you can convince a larger audience that your event is perfect for them, and this will make the buying process as seamless as possible. Now, let’s get started with some of our favorite strategies for building an effective event website.
A major theme that you will see in this post is creating clear and concise messaging. Your messaging is a big part of your overall event marketing strategy but when it comes to communicating that messaging it starts with your event website. Getting your event’s story in front of your audience in a straightforward fashion will not only help you retain incoming traffic to your website but will inspire trust so that your audience continues through the ticket purchase path.The first part of creating clear messaging will be outlining the basics of your event. While the below may seem obvious, you’d be shocked at the number of events that forget to include this basic information:
Beginning with this information will immediately tell your audience what your event website is about and will start things off on the right note.
As we mentioned, including the right event information on your page is crucial. But while having the right information will be important, creating an appealing and well-designed page is a close second – and can be even more important in certain cases. When building your event ticketing website, it’s hugely important to ensure that you are using an event ticketing or registration platform that not only has appealing event pages but allows you to customize your page. These customization options will help you design your event webpage so that it is tailored to your specific event, telling your story, but also creating a visual theme that is relevant to you and your event. Specifically, we recommend focusing on a few key features:
We touched briefly on this point at the beginning of the post, but having clear and concise messaging can significantly increase conversion on your site and can help quickly increase ticket sales. Beyond simply telling your event ticketing website visitors what your event is about, it’s important to have clear and concise messaging throughout your page, along with a clear call to action. For the most part, simpler is better. We suggest getting straight to the point without any unnecessary copy.Strategies to focus on include:
When you are setting up your event ticketing site, creating variety for your audience can help increase the likelihood that they purchase a ticket when visiting. That’s why we recommend offering a variety of ticket types and tiers, each with their own prices, sales dates, and quantities available. Some popular ticket types include:
When determining different ticket types, you can offer different benefits for each ticket tier, creating exclusivity and higher demand to purchase tickets. Furthermore, you can leverage different discount codes or access codes that unlock either lower-priced tickets or secret tickets that are available to VIPs only. From here, you could either promote a ticket giveaway or offer a challenge to increase demand.
In order to drive sales, creating a sense of urgency through both your messaging and webpage design can be extremely beneficial. Creating a sense of urgency, or FOMO (“fear of missing out”), will encourage your audience to purchase their tickets earlier and will spur others to purchase tickets before they sell out. The two major ways to create a sense of urgency on your event ticketing website are to emphasize quantity of tickets available and time left to purchase tickets:
At this point, you’ve spent a lot of time creating an attractive and highly converting event ticketing website...now you’ll want to make sure that checkout is as seamless as possible.An easy checkout process will ensure that none of your ticket buyers leave your site before completing their purchase, allowing you to lock in ticket sales. When thinking about checkout on your page, keep in mind that (again) simpler is better. Try to reduce the number of steps needed for your ticket buyers to check out so that you don’t frustrate them during the payment process. Additionally, make sure that checkout is quick and easy on all devices.
As you can imagine, one of the major benefits of using an online ticketing or registration platform is being able to harness the power of social media. While promoting your event on social media is an effective way to draw in a large audience, social media can also be leveraged after your ticket buyers have made their purchase.We highly recommend including a post-purchase call to action for your ticket buyers once they’ve completed checkout. Using a ticketing platform that automatically lets your ticket buyers share their ticket purchase on social media and via email will create social proof and urgency. This will encourage the audience of your ticket buyers to consider your event, increasing ticket sales.
After reviewing our suggested tips and strategies, we hope that you feel confident in boosting ticket sales for your next event. A well-designed page should give you the boost you need both in site traffic and volume to recognize a significant increase in sales revenue. But it doesn't end with just building the site. Once the site is launched it's time to start promoting the event!
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