An event presenter’s peace of mind is directly proportional to the number of days left to the event – lesser the days, more frantic will he be. Owing to this panic, he ends up spending more money than required on marketing campaigns that don’t even work out for him. Instead of that, if he just keeps in mind these five simple tricks, it could work wonders for his online ticket sales.
- Create website content that can make conversions happen
Since your website is where people will land before they buy event tickets or think of buying, you’ve to make sure it not only prevents them from changing their minds, but also eggs them on. In order to optimize your website content so that it generates maximum ticket sales, follow these simple rules:
- Begin with your conclusion
- Use headings, subheadings, bullets, and numbers
- Keep things short and sweet. Avoid long sentences and paragraphs
- Incorporate overviews and summaries
- Highlight vital details
- Be considerate towards privacy and copyrights
Your website defines your credibility, so including your speakers, feedbacks from your past attendees, press mentions, photos from the previous events etc. can be a great idea. Also, keep updating your website and make sure no outdated information is lying around. Embedding Facebook or Twitter feeds and having an active blog also keeps customers in the loop. Avoid advertisements or banners on your website that may distract and annoy your visitors.
- Design your pricing and promotional offers creatively
Because only pretty websites and newsletters can’t do the trick. Divide your tickets into at least three categories – Early Bird, Standard, and VIP. You can decide the price range by evaluating the average price of your tickets. If the average price of your ticket is $40, you can offer Early Bird category at $20-$30, the standard ones at $50-$60 and the VIP at $70-$80. Categories that convey urgency and are time/quantity restricted always work. If you have special discounts and offers, promote them widely. These can include ‘Buy 2, Get 1 Free!’, couple and group discounts, and referral coupons. With Yapsody, you can even have Access Codes, which are special codes that aren’t available to everyone and come along with special features such as a free dinner or an after-party. Never offer a lower price for the tickets than you’ve done before. This may cost you your attendees, and a great deal of reputation.
- Your Call-To-Action (CTA) is your Superhero
Do not underestimate the power of that tiny button with two little words, because it has the potential to make, or break, a sale. To make sure you are using your CTA effectively, incorporate these factors in it:
- Offer benefits to your buyers. As covered in the previous section, this can be done by offering early bird discounts, group discounts, and referral coupons.
- Create a feeling of urgency by putting a time or quantity restriction. Make your audience feel as if they’d be missing out on something huge if they don’t register immediately.
- If you offer a money back guarantee or full refund, your attendees are more likely to register right away because of the reduced risks.
- Use imperative verbs for your call to action, like “GET YOUR TICKETS!” or “BUY NOW!”
- Develop a lovable registration process
A lot of people, on seeing your website/newsletter/advertisements are going to think of buying event tickets online. But, if you have a gloomy, boring, lengthy registration process, they might drop it mid-way. Here are a few tips on how to make the process optimized for your attendees:
- Keep it short and simple. If there are ambiguous fields, add necessary descriptions.
- Information that isn’t needed shouldn’t be asked for.
- Although asking them to create an account may not necessarily lengthen the procedure by many fields, users tend to go ‘meh!’ when they are asked to do so.
- Know and use the currency, payment methods, and language that are local to your target audience. This is known to have boosted ticket sales by 300%.
- Conserve your brand identity by keeping the registration native to your own website instead of redirecting users to a third-party site or service.
- Make your registration all-device-friendly
In an era where people browse the internet on their watches, building websites that aren’t compatible with mobile phones and tablets will work against you. While personal computers and laptops are usually used for browsing stuff that’s informative or entertaining, people resort to their mobile devices when they actually have an action to perform and a purpose to fulfill. If your CTA button or registration form is not mobile-friendly, users might get annoyed and give up, losing you a good 70% of your potential attendees.
In Conclusion, just take care of two basic factors – your website and your event’s registration form. All the above 5 steps revolve around these two, and in order to make a great impression, these are the boxes you should be tidying up.