The Brief

If you ever had a ticket to a concert you couldn’t make or if you wanted to go to a game but no way to get in, FanPass is the site for you. It is a marketplace for fans to buy and sell tickets to sport and entertainment events around the world.




Collaborative economy





Digital Strategy


The Challenge

FanPass had a challenge that they needed CobbleWeb to help them meet. The FanPass site needed an interface that adjusted results for a user based on the events they discovered in prior searches and their preferred ticket types. To achieve that goal, we identified several traits that the platform needed to have.

Search for Tickets

The site needed to be able to sort the constantly changing inventory of tickets by several different criteria, including type of event and location.

Publish Listings

The process for posting and managing ticket sales for all events needed to be intuitive for sellers and event administrators.

Manage Events

FanPass needed to make their site friendly for venue managers. This meant that managers need to be able to adjust the online map of their venue based on the demands of the event and then be able to automatically manage the multiple events they post on the site. In addition, the SEO for each event page needed to optimised, which means that there needed to be integration with WordPress and Symfony — which can be tricky.

Manage Sales

The entire sales process needed to be automated, which can be a challenge for any sort of online marketplace. Payments, refunds, penalties and any other fee must be processed automatically based on the actions of the buyers and sellers.

Automate Shipping

Buyers want to know when they are getting their tickets and how much shipping will cost. Sellers want to easily sell their tickets without paying additional shipping fees. FanPass wanted to do all of this while reducing shipping costs for their clients.

Build Trust

Buyers need to know they are going to get the tickets they bought, and sellers need to know they are going to the proceeds from the sale.

Our approach to tackle the Challenge

Imagine the Solution, Build Better

We worked closely with FanPass to design a system that would provide visitors 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 then designed a visual identity for the new website with a colourful and bold geometric style, which reflects the energy of the FanPass team and the nature of the industry.


Discovery Metrics

Discovery metrics in this case are meant to highlight two crucial areas. First is how users buy tickets. With these measures, we try to identify a customer’s journey through the site. We try to understand how many purchase are impulse versus rational. We also try to identify under what circumstances a customer buys, such as the number of days before the event or ticket price.
The second focus is on how sellers publish their tickets. Some of the questions we ask involve how often a seller publishes their tickets and what elements of the experience, such as fast payout or ease of use, are the most important to them.


Metrics for Marketing / Growth Hacking


We compared the performance of traffic acquisition sources, and we focused on how to optimise the conversation rate for acquiring tickets and clients.

  • Seller/Buyer/User segmentation based on more than 50 attributes
  • Acquisition analysis and acquisition techniques (crawlers)
  • Activation analysis (engaging the visitors with highly personalized in-app messages and emails, churn analysis)
  • Revenue analysis (retargeting techniques and follow up users who abandon the cart)

Technical Metrics

Technical metrics are focused on whether the hardware and software perform when there is high traffic. We tracked:

  • Website/apps speed
  • Form errors
  • Transaction errors
  • Server errors
  • Log in errors
  • API errors
  • Payout errors

This process was vital to ensure sure there are not technical barriers to the purchase or publication of a ticket.


UX/UI Metrics


Usability metrics measure how easy it is for a customer to navigate the site. We conducted a form/navigation analysis to understand:

  • What users filled before they left the site/apps;
  • How much time it took them to complete the form;
  • The accuracy of the information provided;
  • The feature adoption according to the user experience with the site/apps; and
  • If they click as expected.

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 seeing which was easier to use when viewed by a pool of test customers.

The Result

There are few things better than learning that your efforts to achieve a goal were successful. So we were incredibly gratified to see what our work was able to achieve for FanPass. In addition to identifying a highly profitable segment, we were able to cut FanPass's churn rate in half in six months. We increased their conversion rate by 3x and increased turnover by two orders of magnitude in eight months.

Highly profitable segment identified

Conversion rate x 3

Turnover x 100 in 8 months