Why optimize your website and customer journey?

Although sales are already coming in and customers seem happy with the current customer journey, almost all websites can do just a little bit better when you really take a look at the journey your visitors are making. 

Conversion rate optimization (CRO) is the process of optimizing your customer journey to increase a specific action or goal, not always having to be an actual sale. Sometimes it can be signing up for a newsletter or filling in a contact form.

The following tips and tricks will help you optimize your conversion, revenue, and your customer journey overall:

1. Keep it simple and clear

A cluttered and unclear customer journey is one of the top reasons website visitors leave without buying tickets. This can be tackled by the following tricks: reducing the number of steps/tickets/categories and asking yourself if you could have any questions when buying a ticket on your website. 

Questions are often about what arrangements include or which tickets a certain visitor group needs to buy. These questions may sound like they are really easy to answer, and they are, but they should be answered within your journey. For example, 'kids tickets' are unclear as you don't know which age or height the kids need to be. 

A rule of thumb for the number of categories/tickets and steps is six to avoid choice overload, so try to keep the presented ticket amount under or around six.

2. Go short

Adding too much information is a common pitfall when working on the tip mentioned above—adding too much information to the trigger button, wonder bar, exit intent or any other part of the customer journey. Visitors will leave the website without buying tickets as it's distracting, and people like things to be easy. So, mention the top benefits of a birthday party, not all aspects. 


Don't only be mindful when it comes to shortening text, steps, and/or ticket choices; also, take a look at the scroll length within your journey. Reducing the scroll within the journey when buying tickets can be managed by not adding too much information, dropdowns, images, or tickets. Instead, try to use square images and a maximum of six categories/tickets per step of the journey.

3. Grab the attention

Some visitors might need a little nudge to buy tickets: Choose a popping and contrasting colour for your trigger button and wonderbar. You can also use the exit intent pop-up as a way to grab the attention of visitors. People leaving on your website are interested in your venue; they might just need a little push to the ticket shop.


4. Kickass call to action

With your trigger button and wonderbar, you can attract many visitors, but you still need to add a good call to action to get them to enter your ticket shop. A good call to action uses a word that implies which action to take, what will happen, and the benefit of the action. 

Adding scarcity or urgency is also an excellent spice-up to a call to action (if possible). And again, keep the first two tips in mind: making it short but clear.

5. Present relevant information

Visitors are looking for something else at every step of the customer journey. This is why it is important to cater to the needs of your visitors instead of them adjusting to your way of selling. They may be looking for a day ticket or for a special event. Make it as easy as possible for the visitor by highlighting those products they are most likely interested in with your wonderbar. Don't know what they are interested in? Start using audiences and our CRO-optimized campaigns! 

Another way to cater to your visitors' needs is to send the right emails at the right time. Website visitors may leave your ticket shop because they just needed to check with their friend or family about the group size or confirm the visit date. Remind these visitors to complete their purchase with the cart abandonment emails. Sending these emails is fully automated and the easiest way to get highly interested visitors back. 


The pre-and post-event emails are also great ways to cater to the needs of visitors, as you can, for example, add upsell to the pre-event email if they forgot to buy a parking ticket.

Learn how to do the above-mentioned optimizations:

How to set up & edit your Trigger Button

How to set up & edit your Exit Intent/Pop Up

How to set up & edit your WonderBar

Design your Checkouts look & feel