If your company is venue-based, whether you host events or you’re a visitor attraction, increasing attendance will be your top priority. Your website is a great tool to help you do this, but many organizations fail to take full advantage of its potential, or to truly provide their users with a positive web experience.
So what can you do to increase the value of your web presence? There are many approaches you can take, but focusing on providing your users with a great online experience is the key to unlock them.
In this video article our VP of Innovation & Development, Joel Varty, outlines his top 3 tips to help you make the most of your website in order to increase visitors and, ultimately, drive more ticket sales.
Our first tip is to ask yourself: does your website genuinely reflect your company’s brand? Do visitors accessing your site have a similar experience to that at your venue or events?
Keeping your brand experience consistent across channels will be a key way of offering your visitors a familiar and positive user experience. It will also encourage to keep coming back to your website to check out what’s happening.
The key is to ensure that you can replicate the exact feeling they experience when visiting your facilities on your website, no matter the device or touchpoint. This can be at the content level, but also in terms of the actual website journey or flow and the emotions you are conjuring at each level.
Our second tip is to come up with ways to encourage your website visitors to share your web content on their social media channels. The easier it is for them to share your content, the more word-of-mouth marketing you will get.
Your website should be a hub for content that is easily shareable and that encourages some good old-fashioned word-of-mouth and social sharing. For example, if you have a calendar listing all your upcoming events and performances, make sure that each event has an individual page that can be individually shared on social media. The more specific shareable content is, the more relevant it will be to users and the more likely they are to share it.
Our third and final tip is to make it as easy as possible for your visitors to make a purchase on your website. Although this may seem obvious, you’d be surprised by the number of websites that don’t pay attention to this simple and basic step and miss out on revenue.
The key is to make it as easy as possible for users to buy a ticket for a specific day and time, using their preferred payment method (whether it’s credit card or Apple Pay). Ticket purchasing options should be clearly visible on your homepage, as well as on designated event pages.
By allowing users to buy their ticket online, you’ll prevent them from having to stay in line, which is a big win for both of you. Also ensure that users can easily find, save and print their ticket, or to simply download it on their mobile device without needing to print a hard copy. This will give your visitors peace of mind that they’ll always be able to access their ticket, even if they lose it.
We hope you found these tips useful. Always keep in mind, what your users see on your website will be key in ensuring that they feel confident and excited about attending your events of facilities, so keep it consistent, shareable and convenient!
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