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Sep 21, 2023
4 minutes read

6 Methods to Encourage Your Museum or Park Visitors to Buy Their Ticket Online

In an era where online convenience is becoming the new standard, many visitors still choose to buy their tickets at the entrance. This is unfortunate, given the many advantages of online ticketing for both visitors and the museum or park itself. Think about avoiding lines, generating extra income, and gathering more information. But how can you increase the use of online ticketing? That can still be a challenge, which is why we've compiled six ideas for you.

Jasmijn Stenzler
Jasmijn Stenzler,
Product Marketer Ticketing

Before we start this blog and you delve into convincing your visitors to buy their tickets online, you might be wondering why it's worth it. What are actually the benefits for you of selling tickets online?

Discover these in this previous blog.

1. Reward the Purchase of an Online Ticket

Many visitors prefer on-site ticket purchases because it offers them a form of flexibility, especially when your museum or park operates with time slots. Therefore, it's clever to offer something in return for buying a ticket online. An obvious method is providing an early booking discount, but there are also more creative approaches available. Consider, for example, upgrading their ticket with extras like a free audio guide or a voucher for the restaurant or shop. In the latter case, there's a good chance they'll make additional purchases, bringing in extra revenue for you. Furthermore, the online buyer benefits from the 'skip-the-line' advantage, saving them time and effort.

2. Emphasize the Benefits of Online Ticketing

You might not even need to offer a reward. Visitors might simply not know why buying tickets online is convenient for them. Especially the older audience might not be familiar with this. That's why it's important to share the benefits, like shorter lines, hassle-free entry, and a more relaxed and secure visit. You can communicate this on your website or through social media. However, keep in mind that the older audience might be less active online, so consider mentioning these advantages in advertisements, posters, or other outdoor displays. To make the benefits even more convincing, social proof can be quite effective—use quotes from satisfied visitors or influential

3. Create a Sense of Urgency

Tap into the 'fear of missing out' by generating a sense of urgency. For example, you can subtly communicate that specific days or time slots are rapidly filling up and may soon be sold out. Create excitement around exclusive exhibitions or events, underscoring the limited ticket availability, and give priority to online ticket buyers. By offering these exclusive opportunities to online purchasers, you motivate them to plan in advance and ensure their visit.

4. Ensure a Smooth Online Buying Experience

Once you've convinced people to buy tickets online, you want to prevent them from dropping off due to a complicated purchasing process. Therefore, ensure that your online ticket shop functions optimally, both on desktop and mobile devices. Examples include:

  • Don't ask for excessive contact information.

  • Divide the purchase process into clear steps and show ticket buyers their current step (but avoid adding too many steps).

  • Provide clear and transparent pricing information, avoiding hidden fees.

  • Offer various payment methods.

  • Place clear call-to-action buttons like 'Buy Now.'

  • Minimize distractions on the purchase page, maintaining a clean and organized design without excessive extra information.

Take a look at our demo page for an example of an intuitive ticket shop. Also, make use of web tracking for valuable insights into your ticket buyers' behavior, and discover potential conversion obstacles.

5. Offer Easy Change Conditions

One significant benefit of on-site ticket sales is the flexibility they provide, which is especially relevant for visitors who prefer not to have strict commitments and enjoy spontaneous visits. Therefore, make sure you can offer this peace of mind when visitors purchase tickets online, by providing flexible change conditions. By doing so, visitors can easily modify their online tickets when plans change, fostering confidence in making online bookings.

6. Use Your Data

After ticket buyers have purchased their tickets online, you receive their data and can easily reach them with relevant promotions for future visits. For example, if a ticket buyer has purchased tickets for children and there's a special event planned for the little ones, send targeted communication to families. This promotion shouldn't be sent to those who bought a student ticket, as something else would be relevant to them. Also, consider channels beyond emails and explore new avenues like WhatsApp, which is especially effective for the younger audience.

You can definitely send these promotions to 'on-site ticket buyers' as well, but you will need to request their contact details when they purchase tickets at the entrance. You can encourage this by offering a reward, such as a free cup of coffee at the restaurant.

All-in-One Ticketing Solution Designed for Parks and Museums

While on-site ticket sales remain relevant for spontaneous visitors, online ticketing offers a wide range of benefits for both visitors and museums and parks. These advantages can be enhanced by implementing the smart strategies mentioned above. Our team is ready to assist you in this endeavor! Get in touch, we'd be happy to brainstorm with you.

Are you interested? Get in touch with us

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Jasmijn Stenzler
Jasmijn Stenzler,
Product Marketer Ticketing
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As a product marketer, it is important to understand the market, competition, trends, and (potential) customers as well as possible in order to help the product, marketing, and sales team in providing the best possible product and message to the (potential) customers.

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