High-demand ticket drops for big events can generate a lot of excitement. But they can also bring slow website performance and result in impatient, anxious buyers. When lots of people are trying to click on the same tickets at the same time, traffic can be too high for websites to handle.
Planning a ticket sale for the next big concert or sports game means investing in robust computing systems and smart planning. Keep reading to learn the best ways to successfully manage high-demand ticket drops.
Run Website Stress Tests
Companies can’t assume their websites are built to handle ticket drops. An influx of traffic can stall site access or cause pages to crash in a matter of seconds. Not all databases and payment systems can handle heavy loads.
It’s critical to run website stress tests before the actual drop for concert or event tickets. In other words, companies should plan on testing what happens when thousands of logins happen at once, and users are loading their carts and heading to checkout. Further, companies should assess whether payments can be processed and whether the website access behaves properly.
If a company expects 50,000 people to log in to buy tickets, they should test for a higher number. It’s always smart to err on the side of caution. And if a company gives itself enough time, it can evaluate and fix problems that arise from the stress test.
Use a Waiting Room System
Rather than facing an onslaught of visitors trying to buy tickets, you can lighten the burden on your website. With a waiting room system, users will be admitted in smaller batches.
Users will stay in a virtual waiting room and see updates on their position in the queue. Since users will be anxiously awaiting their turn, companies should provide wait time estimates. Users will be able to see their progress, and internal systems won’t be overwhelmed.
For massive events, queues make a lot of sense. For instance, the publication Latin Nation stated that FIFA administered a first-come, first-served approach to World Cup ticket sales. With this approach, FIFA established a more secure and streamlined sales process.
Avoid Abandoned Carts with Timers
Companies don’t want to be in situations where users are hanging onto tickets without making the final purchase. In these scenarios, it may seem like there aren’t many tickets left, even if there actually are. Users who’ve budgeted for tickets may feel like they won’t have a chance.
Companies can take action with the help of cart timers. Starting a clock for the checkout period helps nudge users toward making the purchase. They may be limited to 10 or 15 minutes to complete checkout with a timer in place.
Timers should be visible on the checkout page and give users an alert when their time is almost gone. At that point, if a user doesn’t complete a purchase, tickets should be released back into the mix for other users.
Use Segmentation to Spread Out Traffic
Companies should segment their inventory to help prevent too much traffic at once on their website. With segmentation, companies will release tickets in chunks at different times.
For instance, maybe a company segments tickets according to region or uses staggered windows. As another option, a business can do presales for users invested in fan clubs or other organizations already connected to the event.
With segmentation, companies can avoid a massive rush that puts too much stress on internal systems. They can also build a sense of suspense and help users know that there will be several buying windows.
Develop Communication Strategies
Users don’t want to be left in the dark when they’re waiting eagerly to purchase tickets. If a technical issue prompts a delay, for instance, they want to know. Likewise, if users are waiting in the queue, they appreciate knowing the process for accessing tickets.
If traffic surges and leads to delays, a brief message indicating as much can go a long way. Companies should let users know that they’re working to address the problem so ticket sales can return to normal.
When tickets do sell out, companies should be prompt in letting users know and follow up with other opportunities to potentially purchase tickets. Communication is a coordinated effort, and everyone working behind the scenes should know their roles.
Staying silent won’t help anyone trust the process. Companies must spend time before ticket drops constructing templates with scripted messages for different scenarios. They should be consistent from one platform to the next, and be quick with updates.
Prepare for High-Demand Ticket Drops
Ticket drops for popular events or concerts can generate a lot of buzz. Ensuring a smooth experience requires being attentive to everything from setting up waiting rooms to delivering prompt communication. Companies can lower the potential for disruptive traffic surges and frustration among fans.
When companies are organized about their approach to high-demand ticket drops, they can deliver a better experience and possibly earn repeat business for their next drop.
