Maximising your event sales: Cart-based v Express checkout

When it comes to event planning and ticket sales, efficiency is key. The smoother the process, the more likely attendees are to complete their purchase. While traditional cart-based solutions have proven effective in many ecommerce scenarios - we only have to look at behemoths like Amazon to see that - research suggests that they may not be the best fit for event sales. In fact, opting for an express checkout approach could be the game-changer you need to maximise your event sales.

What is a cart-based checkout? And why isn’t it ideal for events?

If you’ve ever shopped online, added items to a cart and then moved through a few different steps in a checkout - you’ve experienced a cart-based checkout!

Cart-based checkouts allow customers to add multiple different items to their shopping cart before completing their purchase. This kind of solution is convenient for many ecommerce scenarios but often falls short when it comes to event tickets.

Research indicates that cart-based checkouts are particularly prone to abandonment when it comes to event sales. According to data from Baymard Institute, a staggering 71% of all ecommerce transactions are abandoned. Common reasons for this include the requirement to create an account in order to checkout and excessive friction in the checkout process.

The power of embracing express checkout

In contrast, express checkout streamlines the purchasing journey, minimising barriers for ticket buyers and maximising conversions. By allowing customers to buy tickets for a single event at a time without the need to navigate through a cart system, you avoid distractions and capitalise on their initial intent to attend your event.

Even for events with multiple attractions under one umbrella, like fringe festivals and food and wine expos, we see that an express checkout approach leads to attendees swiftly securing their tickets, leading to higher sales and reduced abandonment rates.

Rather than shopping around and filling a cart, presenting additional events in the post-purchase flow offers the opportunity for targeted engagement and focused intent from the buyer for each specific event.

Implementing a seamless checkout experience

Simplifying the process: As soon as a potential attendee expresses interest, guide them towards completing their purchase quickly. By eliminating unnecessary steps such as reviewing a basket, Humanitix keeps the process swift and seamless.

No account required: Ticket buyers are never required to create a Humanitix account in order to check out. Avoiding such a common friction point means fewer abandoned transactions and a simplified experience for your attendees.

Post-purchase opportunities: With Humanitix, once a ticket is purchased, you can surf on that momentum by redirecting buyers to explore other events or experiences you offer. This not only enhances their overall engagement but also increases the likelihood of additional sales.

Embracing digital wallets: By incorporating payment options like Google Pay and Apple Pay, Humanitix helps streamline the checkout process even further. With these platforms, attendees can complete their purchase with minimal effort. Ticket buyers can now checkout in just a few clicks, without the need to manually enter payment details.

Throughout the process of helping our event hosts maximise event sales, we’ve seen time and time again that while cart-based solutions may work well in traditional ecommerce settings, they often hinder rather than facilitate event ticket sales. By embracing express checkout, you can streamline the process, reduce abandonment rates, and ultimately drive greater revenue for your events.

In a landscape where every click counts, prioritising simplicity and efficiency in the ticketing process can make all the difference. So… it’s time to say goodbye to those traditional cart-based platforms and embrace express checkout to propel your event sales for your next event.

Set up in seconds and sell out with Humanitix!

Set up your next event on Humanitix and access a whole load of features - including express checkout - that will help you sell out and do good at the same time! Get started now