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Montse Cañizares

How To Use Psychographic Segmentation In The Event Industry - onebox

How To Use Psychographic Segmentation In The Event Industry

By | Business Development, Customer Satisfaction, Ticketing | No Comments

Competition is fierce within the event industry. The number of entertainment possibilities is endless: ranging from football games, museum exhibitions and theatre plays to meetups, social media and Netflix. All this puts a lot of pressure on marketing and sales. In fact, less than one-quarter of businesses are happy with their conversion rate.

A key factor in keeping conversion rates high, and an area many businesses lack an understanding of, is the personalities and attributes of event attendees. Yes, it is true that a good marketer usually knows the superficial demographic data of their audience and has a rough idea of who they are, but few people are able to truly understand their attendees on a deeper, personal level. This makes it hard to communicate, connect and build relationships with event participants. In order to solve this issue, successful event organisers are increasingly turning to psychographic segmentation. Read More

How To Kill Abandon Rates and Increase Online Sales - Onebox

How To Kill Abandon Rates and Increase Online Sales

By | Business Development, Ticketing | One Comment

High cart abandonment rates are a major challenge for any company that sells tickets – whether they’re for sports events, museums, theatres or other entertainment spectacles. General industry data demonstrates that the figures for shopping cart abandonment could sit anywhere between 55% and 80%. What’s all the more worrying for event organizers is that average abandonment rates are in fact on the rise across industries – jumping from 59% in 2006 to 69% in 2017. Given these steadily elevating figures, abandonment rates are clearly having a consequential effect on your conversion rates, and ultimately, ticket revenues.  In fact, improving your abandonment rate by 10% could result in a 30% boost in tickets sold through greater conversion rates (assuming that you haven’t sold out your event, of course). The impact of better abandonment rates on profit margins per ticket sold could still be maximised too, since some of the measures to reduce abandonment rates aren’t very budget-friendly. But why are so many people not completing purchasing processes and how could organisations boost their rates? Here is a quick rundown: Read More