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Update 1: Adding visuals
The ticket shop is the first touchpoint after your promotion. To make sure it contributes to the event experience, you want to emphasize your own branding and design. It was already possible to choose your own colors, header images, and texts. But you can really bring your ticket shop to life by adding images to each ticket and additional products too.
How does this exactly work? It's very easy to add images per ticket or extra product. Nevertheless, we have created a FAQ page to help you. For a small sneek peek, we’ve added an example below.
Example: In the ticket shop, it is possible to add visuals per ticket or extra product
What are the benefits?
Ensure consistent branding: branding is an important tool to distinguish your event from others because it represents what your event stands for and ensures that you appeal to the right audience. However, to grow in the minds of your visitors it is important to be consistent in your branding. By adding images per ticket you can make sure your branding is consistent and contributes to the recognition of your event.
Improve visitors' ticketing experience: to get into the mood for the event, the visitor wants to be visually stimulated. A boring, standard design of the ticket shop does not excite a visitor. By using images, colors, and your own branding you can make an immediate impression on your visitors and ensure a positive ticketing experience.
Increase conversion/sales: images often speak louder than words. By using images products stand out more and you appeal to visitors more. For example, imagine the word "Camping Ticket" compared to an image where you taste the atmosphere of the campsite. Visitors will be more inclined to add this product to their shopping cart which ultimately ensures more conversion and therefore higher sales.
Update 2: Adding additional steps
But there's more! To take the ticketing experience to the highest level, there's also the possibility to create a step in the flow for each product group separately. This provides more structure to the flow and offers more cross-sell opportunities. Both are beneficial for the visitor and for you as an organizer. For example, a page for Merchandise, Food & Beverage, or other extra’s (coins/parking spaces). The travel industry has been doing this for years, such as checking in extra luggage or renting a car. CM.com also brings this concept to the event industry.
What are the benefits?
User-friendly visitor experience: previously all products were displayed on one page which could cause a visitor to miss an important product, such as a parking ticket. By adding extra steps, the visitor is taken by the hand in the ticket flow. Each step represents a different product group so the visitor keeps an overview of all the products the event offers and can add the relevant products to his or her shopping cart.
Higher conversion/turnover: by offering extra products in a structured flow you unconsciously entice the visitor to make extra purchases. This is because the visitor is required to walk through the steps and sees products that he did not expect to need. Think for example of merchandise from his or her favorite artist. At the event itself, he might walk past the merchandise shop. This leads to higher conversion and ultimately to more sales.
Extra cash flow before the event: There are many costs involved in organizing an event. These often need to be paid in advance (suppliers, marketing, etc.), while the revenue streams come afterward. By providing cross-sell products such as tokens in the ticket flow you improve your cash flow and avoid payment delays.
Avoid queues: the starting point of the ticket flow is of course an event ticket. Nevertheless, a visitor might also be looking for additional products such as parking tickets or tokens. By already providing this in the online flow, he or she does not have to queue at the event itself and can immediately start enjoying the event experience. It also reduces the workload for the staff at the event and creates an efficient visitor flow.
CM.com to the rescue
We made sure that building a custom ticket shop is easy, but would you like some help from our experienced ticketing team? That's no problem at all. We would love to help you figure out how your ticket shop can be set up and how the flow can be organized most efficiently. Contact us for a suitable solution.
