The average e-commerce abandonment rate is 68.07% according to the Baymard Institute. So by the time you market your event, have potential users landing on your page and consider buying a ticket to your event, more than half of them have already left your site before purchasing.
Fortunately there’s a lot you can do to help increase your chances of converting a sale. The first thing you need to understand is the process a consumer goes through before they make a purchase, also known as the AIDA-model.
Using the AIDA model gives you a better understanding of how to target a market effectively. As your market moves from step to step, a percentage of prospects will be lost.
The final step, “Action” can be broken down further into three unique steps:
The percentage of guests that make it through this funnel is simply known as your conversion rate.
For example, in the diagram below, this person’s marketing efforts have brought in over 25 thousand visitors. Of those who visited the site, 42.4% continued on to the checkout and 32.1% made it to the purchase stage. Dividing the number of purchasers by those who made a site visit, yields the 13.6% conversion rate (Purchase/Site Visit = Conversion rate).
It’s important to understand your conversation rates. At Picatic, we provide all our users with page views and conversion rates as seen below. Understanding the ratio between will help make your event more successful.
Today attendees have more options than ever to attend events. These 5 simple tips will turn your event page into a high-converting, ticket selling machine.
Remove unnecessary steps in the funnel
Any time you remove a step from the purchase funnel will greatly increase your conversion rate. Fewer steps equates to less drop off and cart abandonment.
With Picatic you can embed a ticket widget right into your website or blog. Widgets straight line users from your site directly to the purchase page eliminating the step in between.
Improve your page design
A visitor’s opinion about your event website is formed in their first few seconds on the page. Poor design, too many clicks to get things done, and inability to easily locate content will keep your event page from fulfilling its conversion potential.
On the contrary, good design reflects your competence, seriousness, and the importance given to quality. You will, therefore, build trust with your attendees and improve your reputation.
People are lazy and prefer to watch vs. read. Videos provide a passive engagement where visitors can experience your message with very little effort. A study by EyeviewDigital shows that using video on landing pages can increase conversion by 80%. Videos also increase the length of time people stay on your page, giving your message longer to sink in.
Clear and Concise Copy
As Thomas Jefferson put it – “The most valuable of all talents is that of never using two words when one will do.” Avoid over-writing and give your visitors a clear action to take.
Remove links from your page
You have spent time, money and a lot of effort just to get visitors to your event page. Adding unnecessary links will only distract visitors from your main goal. Stay laser-focused with your mission here – the only thing the buyer should be clicking is the buy button.
Your conversion rate can always be tested and improved. Try implementing the above tips and measure the changes in your conversions with Google Analytics and Picatic.