FanPass is a B2C marketplace for buying and selling tickets to sports and entertainment events worldwide. They needed advanced features, like dynamic search results based on users’ prior searches and preferred event types, to help the platform grow.
The site needed to be able to sort the constantly changing ticket inventory based on various criteria.
The process for posting and managing ticket sales needed to be intuitive for sellers and event administrators.
Venue managers needed to adjust the online map of their venues based on event requirements and manage multiple events posted on the platform.
Payments, refunds, penalties and other fees had to be automatically processed based on the actions of the buyers and sellers.
Buyers generally want to know when they are getting their tickets and how much shipping will cost. Vendors want various options to ship their products.
Buyers need to know they are going to get the tickets they bought, and sellers need to know they are getting the proceeds from the sale.
Search can be complicated when there is a large, complex catalogue of items to sort through. We therefore decided to implement an autocomplete feature to help segment FanPass data.
Autocomplete requires a sophisticated mechanism under the hood. We had to take into account different variables tied to each ticket or event and then customise the results for each user. The end result was a much sleeker user experience that surpassed expectations.
These answered questions about user journeys on the platform. How many purchases were impulsive vs rational? Under which conditions were purchases made (e.g. number of days before events)? How often did sellers list tickets and which features (e.g. quick payouts) were the most important to them?
Insights: Buyers often bought tickets as gifts and were sensitive to seat location. Repeat sellers wanted to be paid faster and sold more with FanPass support.
Detailed analysis of the user journey, user behaviour and traffic acquisition helped us to remove friction points and create features that turned buyers and sellers into repeat customers. In addition to identifying a new highly profitable segment, we were able to cut FanPass’s churn rate in half within six months. Conversion rates increased threefold, while turnover jumped a hundredfold within just eight months!
New high profit segment identified
3x conversion rate increase
£50,000 sales per day
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