The Serious Business of Bums on Seats
On top of delivering general ticketing, Sydney Theatre Company and Deepend wanted to be recognised globally for implementing online season ticket sales with live inventory – a rare feat among arts organisations.
Users engage with an interactive drag and drop Season Ticket builder to build their perfect year of theatre before seating themselves and buying their tickets. Armed with a magazine style blog, STC were able to present a vibrant suite of content aimed at creating the image of the theatre into a global culture hub, delivering on their brand promise “theatre without borders.”
Incorporating a complex systems integration, the new site has seen an increase in cart completion success rates with 37.2% of all users who see a cart page completing a transaction. This is a 126% increase on the previous platform. Additionally, the cart exposure rate has increased by 8% with 19.1% of users viewing a cart page, suggesting that both the exposure of the cart and the events pages have improved.
With over 30% of Season tickets purchased online, the site has established a great platform for on-going improvement.