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James Alder, Digital Consultant
Ve Interactive
Increasing online ticketing sales:Personalised Real-time Remarketing
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Key take aways:
1. Common causes of abandonment:
The good and the bad!
2. What is real-time remarketing?
3. The benefits
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#1What causes
abandonment?
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Common causes of abandonment in ticketing?
• Hidden fees
• Navigation
• Long forms – asking for too much
information
• Lack of trust
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Examples:
• Hidden fees!
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Examples:
• Poor navigation
• Usability issues
entering data
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Examples:
• Lose 1% of
traffic with
every field
• Higher when
customer deems
unnecessary
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Examples:
• Tickets sold on
another site
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Examples:
• Easy to navigate
• No hidden fees
• Clear basket
details
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Other causes of abandonment:
• Customer runs out of
time!
• Distractions
• Customer needs to
check with others
• Researching http://www.youtube.com/watch?v=3Sk7cOqB9Dk
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#2Personalised real-time
remarketing
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What is real-time marketing?
• 1-2-1 marketing
• Triggered in real-time
• Based on customer behaviour on your
site
• Highly personalised
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• Right message, at the right time and to
the right person
• Communicate onsite and offsite at the
point the customer abandons
• Dramatically increases results!
Benefits:
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Examples:
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Real-time Remarketing: Examples:
• First name
personalisation
• Product from
basket
• Branded based on
site abandoned
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Real-time remarketing: Examples:
• Automated
on site
customer
engagement
• Create
urgency
• Increase site
stickiness
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#3Results
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Ticketing sector averages:
PERSONALISATION RESULTS…
Open Rate 64%
Click to Conversion Rate 26%
Conversion Rate (From Emails Sent) 9%
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Summary
• Consider the customer journey
• How much of a problem is
abandonment on your site?
• Introducing personalised, real-time
marketing increases conversions