Ticketing Usability Pitfalls
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The document discusses common usability pitfalls that organizations face when designing ticketing websites and provides recommendations for how to avoid them. It analyzed 100 organizations across various industries and identified 10 common criteria for poor usability, such as confusing navigation, low contrast text, and slow page loads. The document recommends that organizations regularly test their websites, measure customer effort, set up analytics properly, and get feedback from employees to identify and address usability issues that could hurt ticket sales conversions.
Ticketing Usability Pitfalls
- 1. Ticketing usability pitfalls …and how to avoid them Chris Unitt, One Further
- 2. We did a study 10 criteria 100 organisations
- 4. 27 attractions 20 museums 19 sports teams 19 theatres 11 arts venues
- 6. #1 Burger menu on desktop site
- 8. #3 Low contrast / tiny text
- 11. #6 Layout shift on page load
- 13. #8 CTA wording
- 14. #9 CTA clarity
- 15. What we didn’t test Information architecture Navigation Labeling Filters Motion Look and feel
- 21. Set up your analytics properly
- 22. Conversion tracking ‘Book now’ click rate Error message views Purchase pathway abandonments
- 24. Listen to your box office team