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.
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.
The site needed to be able to sort the constantly changing inventory of tickets by several different criteria, including type of event and location.
The process for posting and managing ticket sales for all events needed to be intuitive for sellers and event administrators.
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.
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.
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.
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.
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.
Search can be complicated when there is a large, complex catalogue of items to sort. So we focused on how we were going to segment the data and relied on the autocomplete function to resolve this problem. While autocomplete is easy to use for the buyers and sellers, it is very sophisticated behind the scenes. This function takes into account the different entities tied to each ticket or event and customizes the results to the buyers and sellers. The end result was a simple user experience that surpasses expectations.
The amount of information necessary to create a listing for a sporting event or concert can be overwhelming; more than 10 different data sets could be required to publish one ticket. So we made this process as straightforward and user-friendly as possible by using dynamic forms. These forms respond to a user's inputs by automatically completing certain fields based on information associated with the user's account and only displaying questions that need to be addressed based on the user's previous answers. The forms can also identify the type of device the customer is using and adjust the forms to make the process of completing the questions easier. If the user has questions, suggestions are automatically provided on how to complete the form.
We built something that minimizes the work for venue managers posting events on the site. First, we created functions that will allow managers to add, create and edit new venues and events onto the site. The administrator can also reuse past venue maps when creating future events. The result is a more efficient platform for administrators.
We got ambitious and integrated WordPress and Symfony with the FanPass platform. The combination of these features allows the administrators of the event to quickly and efficiently create event ticket sale landing pages based on the information already published on other sites. Then, when those other sites are updated with new information, the site's information is automatically updated.
The first step we took was to automate the complex payment flow, which included pay-ins, payouts and refunds. FanPass's business model is based on variable commissions, depending on whether the ticket is being sold at face value or not, so we included that structure in the site.
We studied 200 sites to address this situation and decided to add a real-time UPS shipping price and delivery time calculator with a simple, clean interface over a well-controlled workflow underneath. The result was that buyers were made immediately notified of how much they had to spend to get their tickets and when they would get them when the transaction was completed.
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.
We compared the performance of traffic acquisition sources, and we focused on how to optimise the conversation rate for acquiring tickets and clients.
Technical metrics are focused on whether the hardware and software perform when there is high traffic. We tracked:
This process was vital to ensure sure there are not technical barriers to the purchase or publication of a ticket.
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 seeing which was easier to use when viewed by a pool of test customers.
Through an analysis of our discoveries metrics, we learned that:
Our analysis of our marketing metrics helped FanPass discover:
Finally, we learned through traffic analysis that some events and marketplace consumers need to be nurtured and require multiple visits before they make any purchase. Knowing this, we know how to adjust those marketplaces to maximize conversion potential.
Through metric analysis, we learned that:
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.