We chatter about conversion rates all of the time. They’re a good measure to see if a new pricing strategy is working or if a change we’ve made to the website is making it easier for customers to purchase. But it’s important to look at the right conversion rate at the right time.
The right conversion rate? I thought there was only one!
Yes and no. You may pick one conversion rate as the one you want to track for your show over time. But in fact, conversion rates vary depending on where you start counting customer sessions. For instance, if we look at all customers who visit any page on our site (home page, contact us page, and order status pages) and calculate the percentage of those customers who ordered tickets, it will be a lower percentage. If we look at customers who visited a page about a specific show and calculate the percentage of these customers who ordered tickets, the conversion rate goes up.
- Have you put up a new video on Telecharge? Beefed up your own website? Then you might want to look at the conversion rate of customers who have viewed the Event Overview page.
- Running a Telecharge Tip on the Find Tickets page to direct customers to a certain section of the house or a certain performance time? Then you might want to look at the conversion rate of customers who have viewed the Find Tickets page.
- Experimenting with dynamic prices for your far side seats? Then you should be looking at the conversion rate of customers who have gotten to the Ticket Search Results page.