Drive Incremental Revenue Through Optimized Ticket Page

Why it matters: When a fan lands on your ticketing page, they are getting there with high purchase intent and amplifying that emotion to carry them through the purchase is key. 

An optimized user experience for revenue generating opportunities is required.  

  • Inform Provide adequate, easily consumable information that anticipates your fans’ common questions. 
  • Engage An intuitive user experience allows your fans to efficiently discover revenue opportunities. 
  • Excite Translate the passion and emotion of gameday through your digital platforms.

The best place to start is by asking your sales team what are their most frequently asked questions, and then attempt to answer those for your fans.

Miami has utilized a Guided Purchase approach that serves as a decision tree similar to what a sales team might utilize when prospecting a fan. Not only does this strategy provide an intuitive user experience, but it also provides a great opportunity to generate quality leads for your sales team. 

  • Guided Purchase could also be reimagined to lead a fan to creating the ultimate gameday experience by illustrating opportunities such as turnkey tailgating, Friday night events, and premium experiences like pregame photos on the field. 

The most common missed opportunity is the lack of supporting photos and videos that illustrate the unparalleled experience of attending a live game including traditions that make each place unique. 

  • In addition, WMT’s utilization of “content blocks” allow you to drag and drop key pieces of content that correlate to your sales cycle such as renewals, mini plans, or single game sales.
  • The “content blocks” also allows you to easily prioritize pieces of information on this page by listing out content that caters to different intents. For example, providing gameday atmosphere photos and videos to evoke excitement before leading them to details on the pricing breakdown.

Lastly, instead of pointing your digital advertising dollars or email solicitations directly to the purchase page (which typically has a close percentage under 5%), warm them up by utilizing your ticketing page or microsite as your landing page. These robust landing pages are a great place to drive traffic and build a retargeting pool for your digital advertising campaigns.