For Event Organisers, an important part of effective event planning is optimising how tickets are sold - to maximise both the patron experience and event revenues. Encouraging more online ticket sales is one of the smartest strategies to achieve this.
When your audience buys tickets in advance, you unlock a range of benefits: faster entry for patrons, reduced staffing costs at the gates, gain valuable patron data insights, and deliver stronger financial outcomes. Plus, with today’s digital habits, moving more of your sales online is not just possible - it’s expected.
In this guide, we’ll explore why online ticketing is better than gate sales, together with tips and tricks to drive more patrons to buy online for your next event.
Why is Online Ticketing Better?
1. Faster Entry & Reduced Staffing
Scanning pre-paid Online tickets is fast (seriously fast when using Ticketebo's Group Check-in function), reducing queues and improving patron satisfaction. This efficiency allows you to reduce the number of staff required at the gate, thereby saving you money.
2. Boost Event Revenue Opportunities
With online ticketing, you pick up an extra opportunity to tap into the patron's event spend:
- Before the event, you can up-sell patrons your merchandise, VIP upgrades, or food & beverage packages during the online ticket purchase funnel.
- At the event, patrons are primed to spend again - their wallet replenished, as they purchased their online tickets in the previous pay packet - whether it's at your bars, food stalls, or merchandise tent.
In contrast, selling tickets at the gate is all about speed - its harder to do an up-sell here when there is queue of patrons desperate to get in.
3. Lower Risk of Cash Loss
Handling large amounts of cash at the gate increases the risk of theft, loss, and accounting errors. Shifting sales online moves transactions into a secure digital environment, giving you clear and auditable financial records.
4. Access to Valuable Customer Data
Selling tickets online captures key patron data: names, emails, postcodes, and anything else you would like to ask them at checkout. This enables you to:
- Understand your audience better
- Target them for future event marketing
- Build a long-term fan base
With gate sales (which are mostly anonymous sales), you usually miss this valuable opportunity.
5. Bad Weather Protection
Advance online ticket sales provide revenue certainty, even if poor weather affects event day attendance. Patrons are more likely to show up if they’ve already purchased a ticket—reducing the financial risk of weather-dependent attendance. Furthermore - as they are still going - they will inspire their mates to come along too and brave the elements together!
5 Tips to Drive More Online Ticket Sales
1. Use Tiered Ticket Releases
Generate urgency in patrons by releasing tickets in stages:
- Early Bird
- First Release
- Final Release
Each tier offers an incentive to buy early, building momentum before the event. Learn more about how to sell tickets online effectively with Ticketebo.
2. Incentivise Online by Charging More at the Gate
Make the benefits of buying online crystal clear by setting a higher price for gate tickets.
Promote this difference prominently in your marketing: so patrons know that buying online saves them money.
3. Use QR Codes to Drive Ticket Sales
Add QR codes to:
- Posters
- Flyers
- Social media posts
- Email campaigns
Your QR code should link directly to your ticket purchase page, making it effortless for patrons to complete their purchase on the spot via their smartphone.
4. Communicate the Benefits
In all your pre-event marketing, highlight why patrons should buy online:
- Guaranteed entry before the event sells out
- Lower prices
- Fast-tracked entry lanes
- Secure payment
5. Offer Value-Add Incentives
Consider adding small bonuses for online buyers, such as:
- Express lane entry
- Allow early access to the venue (so they can get the best viewing) for online ticket-holders.
- A complimentary drink token
- Entry into a pre-event prize draw
- Access a special zone in the venue for online ticket-holders
Choose the Right Ticketing Partner
Finding the right ticketing partner is critical to successfully driving more online sales.
At Ticketebo, we help event organisers succeed with:
- A fully managed ticketing service - why pay more for a DIY (Do It All Yourself!) ticketing platform
- Advanced features to sell tickets both online and at the gate
- Seamless integration of online and gate sales for consolidated reporting
- Certified carbon neutral ticketing through our Sustainable Ticketing initiatives and our popular Trees for Change program
Ready to take your event planning to the next level? Discover our event ticketing solutions today.
FAQs
Where can I get help setting up my online ticketing with Ticketebo?
Our friendly Client Services team is here to assist! You can find the answers to common questions via our Ticketebo Help Centre, where you can Live Chat with us, or call us 7 days a week on 1800 381 939.
Conclusion
Encouraging patrons to purchase tickets online, rather than at the gate, is a powerful way to streamline your event operations, reduce risk, and increase revenues. With the right ticketing strategies and tools, you can drive more advance sales and deliver an exceptional experience for your attendees. Our Client Services team takes much pride in recommending and executing strategies that help maximise online ticket purchases from your patrons.
By partnering with Ticketebo, you’ll be supported by local ticketing experts, modern technology, and a proven platform to help your event succeed.
Start selling your event tickets online today with Ticketebo: your trusted event planning ticketing partner.
