You’ve planned a great event, but you are struggling to sell out your tickets? There are plenty of ways to get into the heads of your followers and push your ticket sales.
Event owners need to know the buyer’s journey from start to finish, from the initial interest, research, purchase and even after the event.
Here are our five top tips for understanding your audience:
5. Use Facebook Audience Insights to better understand your audience
Knowing your target audience is key to being able to sell to them. The more you know about your audience allows you to tailor your content more effectively.
Using Facebook insights allows you to see your followers:
By having this knowledge, it can assist you in creating tailored ad campaigns that lead to an increase in conversion rates .
4. Get granular with Google Analytics
Google analytics lets you track your visitors behaviour on your website, rather closely. It will give you interesting statistics that demonstrate when users click buy, when they abandon the cart or how much traffic visited a certain page.
Google Analytics is a dashboard that allows you to measure the success of your website and landing pages, and assess whether they are meeting your goals. For business owners, it’s all about turning website visitors into loyal customers and regular attendees.
The dashboard shows you which pages your users visited — including the click through page that took them to the cart.It also shows you what page they were on before they exited your website, allowing you to optimise content to maximise traffic and conversion rates.
3. Is your email marketing working effectively?
Email marketing is a powerful tool that can really help a business sell their event tickets. It’s also another way of finding out more about your customers behaviour, giving you an idea of what they actually want to read.
Use these three key metrics to understand what content actually resonates with your customers:
- Open rate: This refers to how many people actually opened your email. To increase this metric, you need to make sure your subject line is enticing and makes the customer want to find out more.
- Click-through rate: This counts for the call to action success. Your email should have a button for the customer to ‘shop now’ or ‘find out more’. The better your email content is, the more click throughs you are likely to get.
- Unsubscriptions: The number of readers who unsubscribed from your email list – they may see your email as spam or they don’t think the content benefits them.
2. Ask fans what they want
Don’t be afraid to ask your fans what they want. Use social media polls, specifically instagram stories, to set up a mini poll to find out what your followers are excited for this year.
Another way to do this, is following up with your previous attendees. After an event, send out a short survey to your customers and ask them for their feedback on your latest event.
1. Make your website mobile responsive
I’m sure you could have probably guessed, but the majority of your users will be on their mobile phones.
When mobile users visit your website, it’s key that your pages display effectively and are easy for the user to navigate around. Your potential customers shouldn’t have to spend time zooming in, scrolling around and searching for the ticket page – it needs to be easily accessible to mobile devices.