Until recently, event organizers using Eventbrite had the option to ask ticket buyers a series of questions during the checkout process. These questions could vary from T-shirt size and food allergies to how attendees heard about your event. These surveys provided organizers with helpful data, but they also created checkout friction for people.
As a result, some abandoned their purchase, negatively impacting conversion rates and ticket sales. This motivated Eventbrite’s product team to find a better approach.
A Smoother Checkout Experience
Listening to feedback from event organizers and ticket buyers, we improved the ticket-purchase process. Our latest update moves the post-payment order form experience for non-mandatory questions to after checkout.
This has significantly simplified the checkout experience, allowing ticket buyers to breeze through the essential steps to buy tickets to your events. By moving non-mandatory questions to a later stage, the primary focus is now on purchasing, which has increased customer satisfaction and conversion rates.
The Impact: Conversion Rates Soar
Eventbrite’s commitment to delivering an easy, quick ticket-buying experience has paid off significantly for event organizers. After implementing the update, conversion rates surged by up to 2x. This translated into higher ticket sales for event organizers and, ultimately, more successful events.
The move has also been beneficial for ticket buyers. By removing roadblocks, Eventbrite has improved the user flow, ensuring a positive experience for attendees right from the moment they decide to attend your event.
Key Takeaways for Event Organizers
Prioritizing the attendee experience and optimizing the checkout process is crucial for driving ticket sales and event success. Here are key takeaways for you to make the most of this improved checkout experience:
- Simplicity is key: Minimize the number of steps required during the checkout process. Focus on capturing essential information only, leaving non-mandatory questions for after checkout.
- Mobile friendly: Ensure the checkout process and your order form questions are mobile-friendly. A significant number of ticket buyers complete their purchases on mobile devices, and a seamless mobile checkout experience can impact conversion rates for the better.
- Timely surveys: While non-mandatory questions can provide valuable insights, consider gathering this data after the event. Attendees are more likely to participate in surveys when they have experienced your event firsthand.
- Personalization without friction: If you find specific questions crucial for event planning or personalization, consider making them optional but less-intrusive. Offer incentives for providing answers.
For all the exciting product features our team builds, we conduct research and testing, so the updates we make are effective in helping you reach a larger audience and sell more tickets. During this process, you or your attendees may notice changes in the product experience from time to time. Learn more about how we build products people love.
