How much do people on Telecharge “cross-browse,” or look at more than one show while on the site?
A lot of producers would like this number to be zero, but the truth is that quite a few Telecharge customers come to the site and browse multiple shows before deciding. But that kind of behavior can actually benefit shows in this type of marketplace. First, a little background…
Our cross-browsing reports use Event Overview page views to determine what percentage of a show’s customers who were also interested in other events. In general, between 30% and 50% of visitors for a show viewed the Event Overview pages of other shows during the same session.
Even the more committed ticket buyers—the ones who come to Telecharge directly from a show’s website—do sometimes browse and purchase other shows. 5% of shoppers who’ve come to Telecharge from a show’s website end up buying tickets for a different show. Even the customers who do the most research are still interested in multiple shows, and they switch gears based on the pricing and availability on Telecharge.com.
So yes, cross-show browsing is happening, and some people shopping for your show might eventually buy something else instead. But the converse is also true. The benefit of a marketplace like Telecharge—filled with theatre buyers—is that shows can use this cross-browsing behavior to provide a lift in sales. In fact, Telecharge events garner an additional $25,000 a week on average from customers who have browsed other events.
And Telecharge goes to great lengths to reduce distractions once a customer has entered a show’s purchase funnel. Cross-browsing is okay, but once a customer is decided, we don’t want them looking at any other shows.
So why do people cross-browse? Is that a good thing? How can a show proactively leverage buyers’ varied interests on Telecharge? Read “To Browse or Not to Browse (Part Two)”