If you ever had a ticket to a concert you couldn’t make or if you wanted to go to a game but had no way to get in, FanPass is the site for you. It is a marketplace for fans to buy and sell tickets to sports and entertainment events around the world.
marketplace
entertainment
sharing economy
API
Design
Development
Digital Strategy
UX
The FanPass team required CobbleWeb’s assistance with a unique challenge. Their online marketplace for event tickets had to produce dynamic search results based on a user’s prior searches and preferred event types.
To achieve that goal, we identified the key traits that the platform needed to display.
The site needed to be able to sort the constantly changing ticket inventory based on different criteria, including type of event and location.
The process for posting and managing ticket sales needed to be intuitive for sellers and event administrators.
Venue managers needed to find the site user-friendly. That meant being able to adjust the online map of their venue based on event requirements and the ability to manage multiple events posted on the platform.
Each event page also needed to be optimised for search engines, which meant a complex integration between Symfony and WordPress.
The entire sales process needed to be automated, which can be a challenge for any sort of online marketplace.
Payments, refunds, penalties and other fees had to be automatically processed based on the actions of the buyers and sellers.
Buyers generally want to know when they are getting their tickets and how much shipping will cost.
Vendors want to sell their tickets as easy as possible without paying additional shipping fees.
FanPass wanted to satisfy both sides and reduce shipping costs at the same time.
Buyers need to know they are going to get the tickets they bought, and sellers need to know they are getting the proceeds from the sale.
We worked closely with FanPass to design a platform that would provide buyers and sellers with a great user experience. After setting our project scope and identifying the key functional requirements, we outlined features, researched ways of organizing a large volume of events, and worked through numerous user flow diagrams.
We used a colourful and bold geometric style to design a visual identity for the new FanPass site. It perfectly reflects the energy of the FanPass team and the nature of the industry.
Discovery metrics in this case are meant to highlight two crucial areas. Firstly, how users buy tickets. This data helps us to trace a customer’s journey through the site. We try to understand how many purchases are impulsive versus rational. We also try to identify the circumstances under which a customer will buy, such as the number of days before the event or ticket price.
The second focus is on how sellers list their tickets. Questions we ask include, how often sellers list their tickets, and what elements of the experience, such as fast payout or ease of use, are the most important to them.
We compared the performance of different traffic sources, and focused on how to optimise the conversion rate for ticket and client acquisition.
Technical metrics are focused on whether the hardware and software perform when the platform experiences high traffic. We tracked:
This process was vital to ensure sure there are no technical barriers to the purchase or listing of tickets.
Usability metrics measure how easy it is for a customer to navigate the site. We conducted a form/navigation analysis to understand:
Once we identified the answers to these questions, we did a series of A/B tests. This involved creating two versions of a given page and finding out which was easier to use based on the behaviour of a pool of test customers.
There are few things better than learning that your efforts to achieve a goal were successful. We were therefore extremely happy with the results of our work on the FanPass platform.
In addition to identifying a new highly profitable segment, we were able to cut FanPass's churn rate in half within six months. Their conversion rate increased threefold and turnover a hundredfold within just eight months.
We improved the opportunities for success for more than 30 companies this year. We can do the same for your new digital product or platform.