It’s easy to drive your potential attendees away from registering or buying tickets — even when they’re seconds away from completing the process.
One in four people won’t complete a purchase if they’re required to create an account as part of the process. One in ten drops off for every extra step in the process. Fees revealed only at the end of the purchase process lead many would-be buyers to close the window instead of purchasing.
Any of these mistakes cut into your conversion rate — the percentage of page visitors who click through to sign up to attend your event. The good news is, it’s easy to fix these problems.
Here are six easy ways to sell more tickets:
1. Don’t force people to sign up for an account
Did you know that requiring attendees to create a login for your website — or choosing a ticketing provider that does so — could cost you a quarter of potential attendees? Twenty-three percent of online shoppers say they won’t buy something they otherwise would if they are required to create a user account first.
2. Give attendees all the info they need on your event page
If event-goers have to do a Google search to find out more info about your event, many of them will get distracted and forget to purchase. Making website visitors click through to a separate registration or ticketing site to complete their purchase can have the same effect.
Bring the info and the registration process to them. Your event page should include the where, when, and who (performers, speakers, vendors) of your event, but don’t stop there. Also tell them about public transit options, nearby hotels for multi-day events, or dress code details.
Craft an event website that has everything event-goers need to know in one place, so they can read up, decide, and purchase as quickly as possible. If you’re using Eventbrite, you can embed your registration page into your event website — learn how here.
3. Use images and videos to bring the event to life
People also want to be able to envision what your event feels and looks like. In fact, the top two places people go after checking out your event page are YouTube and Google Images. Prevent website visitors from bouncing to these sites (and forgetting to buy) by embedding photos and videos on your event page itself.
Choose photos and videos that answer potential questions about the event’s vibe, dress code, and venue layout. Of course, make sure you have high-quality, professional photos and videos that showcase the best of your event to make the best impression.
4. Use social proof to let your fans do the promoting
Another way to give website visitors confidence in their purchase is to include testimonials from past attendees. One great source of these testimonials is social media posts using your event’s hashtag. These give potential attendees a sense of what it’s like to be at the event, and provide some social proof from real people about the value of attending.
If you use Eventbrite, you can provide further social proof — and a bit of FOMO — by highlighting potential attendees’ Facebook friends who have already bought their tickets.
5. Make the registration process easy
Every additional step in the registration process leads to a 10 percent decrease in completed registrations. So think about which steps are must-haves and which aren’t. Do you need to know the shirt size or dietary restrictions of every registrant, or can you make an educated guess while ordering? Do you need to ask how they found out about the event during the purchase process, or can you save those questions for a post-event survey?
Eliminating excess questions will go a long way in turning your page visitors into registered attendees in as little time as possible.
6. Make it mobile-friendly
Did you know that half of event website visitors are on mobile devices? You can no longer leave mobile as an afterthought. This is especially true if you rely on social media or email as your main promotional channels. More people check email on their phones than on desktop, and the majority of Facebook ad traffic is from mobile devices.
If you’re spending your advertising budget on mobile traffic, and then providing a sub-par mobile experience, you’re essentially wasting money. In fact, simply making sure your event page and the entire registration process are mobile optimized can lead to a 160% increase in conversion.
Following these simple guidelines can be the difference between thousands of pageviews and thousands of ticket sales. Learn more strategies to increase your conversion rates in Work Smarter, Not Harder: How to Turn More Website Visitors Into Attendees.