In 2018, Tessitura users with an optimized mobile sales path continued to see growth
in the number of tickets sold via mobile. As 2019 begins, increasing numbers of arts and cultural consumers will expect to buy tickets on any device, and for the experience to be easy. Barriers like clunky navigation and long load times will frustrate patrons more quickly than in the past. That frustration can lead to more abandoned carts and lost revenue for arts and cultural organizations now and in the years to come.
It has never been more critical to optimize your sales and donation experience for all devices. Why? If you’ve been putting off needed improvements to your mobile sales pathway, you’re likely already losing money.
The good news? There are several specific things that you can do to optimize your mobile sales pathway. We’ve compiled a list of six improvements you should undertake this year.
1. Make events easy to see and navigate
The calendar is often the first place patrons go when they intend to buy a ticket or plan a visit. How well does your calendar translate to mobile and tablets? If you’re afraid to look, it may be time for an update.
The Isabella Stewart Gardner Museum and Broadway Sacramento have used Tessitura’s fully integrated website functionality to optimize their event calendars. Performances and events are easily added to the calendar from Tessitura. Built-in functionality allows patrons to toggle between a month, week, or day view with just a tap, no matter what device they’re using.
Isabella Stewart Gardner Museum, Boston, MA
Broadway Sacramento, Sacramento, CA
2. Sell and renew packages — on any device
In 2019, your patrons expect to buy not just tickets but also packages and subscriptions on any device. These can range from season tickets or theater packages to bundles for a visit to a museum or zoo. Does your website make it easy for visitors to add an event or an audio guide onto their admission? Once someone is in the purchase path, are you able to promote add-ons like parking, merchandise, and even donations?
For example, the National World War I Memorial and Museum offers several bundles to help visitors choose their experiences in advance.
National World War I Memorial and Museum, Kansas City, MO
For those selling subscriptions and season tickets, are you making it easy for your most loyal patrons to renew? When your patrons renew online, can they include a request, such as a seating change? Can you promote add-ons such as drinks or parking?
If your organization doesn’t have online or mobile renewals set up, or you haven’t looked at your purchase path in a while, now — before renewal season begins — is the time to reassess your user experience.
Here’s an example of how City Recital Hall’s flex package page translates to mobile:
City Recital Hall, Sydney, Australia
3. Optimize your purchase path
Purchase path pages are a critical part of your sales funnel. A well-designed purchase path is like a cash machine for your organization. A poorly-designed path leads to abandoned purchases and more calls to your box office, costing you time and money.
Can your patron make their purchase and check out with a minimum number of taps or clicks? Is the purchase path intuitive? Is it easy to select a seat in the hall or a time for a tour? Furthermore, are buttons large and intuitive to give the user a clear call to action? Do you include deep links from your marketing site directly to the relevant purchase page?
Think through what you want your patron to do, and pave the way for that to happen smoothly and efficiently.
Here’s an example of a best-practice purchase path page for timed admissions:
Museum of Fine Arts, Boston, MA
And here’s an example of a best-practice purchase path page with select-your-own seating:
Vancouver Symphony Orchestra, Vancouver, BC
4. Reimagine your shopping cart.
How user-friendly is your shopping cart? Is it simple and straightforward with a direct call to action? Does your cart display images for easy visual reference? If a user deletes an item, are they prompted to confirm?
Connecticut Science Center, Hartford, CT
5. Simplify your membership and donation purchase paths
Your website needs to do more than enable transactions: it needs to invite your most loyal patrons to take the next step in their relationship with your organization. Members and donors are essential to the sustainability of arts and cultural organizations, and your website should invite patrons to step up their commitment.
With the option to develop multiple pages for donations and memberships, Tessitura lets you direct users to a specific membership or donation campaign. If you know what you want your patron to do, make it simple for them. You can link directly to that page from your email campaigns or from anywhere on your website. Plus, you can focus the page content specifically on that particular membership level or contribution.
Young Vic, London, UK
6. Assess your system’s ability to deliver mobile sales
The most important part of planning mobile sales optimizations is starting with the right CRM system. Does it offer the flexibility that you need to follow the strategies listed above? Is it comprehensive enough to include ticketing, packages, memberships, and fundraising? Moreover, does it give you the data you need to track your patrons’ journeys and deliver tailored communications to keep them coming back?
Tessitura users are leading the field in mobile sales optimizations, and we invite you to join us. If you’re interested in learning more about how we can help you increase your ticketing and development revenue from online and mobile channels, contact us.