Over the weekend, I was doing some online shopping at a site I’d never made a purchase from before. I added several items to my cart, but the checkout process became so complex I simply decided the cute dress wasn’t worth the hassle.
So please, don’t give your customers an excuse to not complete their purchase.
Ticket sales are the bread and butter of your event revenue, so make purchasing tickets easy.
If you sell tickets directly, a fully-integrated shopping cart ensures customers never leave your site, so they aren’t sent to unfamiliar websites with pages that don’t match your identity.
It shouldn’t matter if users are buying tickets directly from you or from a vendor’s website, the shopping process needs to be streamlined, friendly and intuitive. Think about your own online shopping preferences.
For example, you may think the more information you gather the better, but the truth is sometimes people just want to make a purchase. Plain and simple.
If I find myself wanting to buy something else from you, that’s when I’m ready to give you more information. Giving the option to checkout as a guest will go a long way with many first time visitors.
So consider this another reminder that a user’s online experience is just as important as their experience at your event.