4 easy steps: How to sell event tickets online

It takes a Herculean effort to organize a great event, and the last thing you want to do is surrender your hard-earned profits to expensive and bloated event management websites just so attendees can buy and download tickets.

The good news? You don’t have to! With the right know-how and tools, it’s easy to sell event tickets online.

Create your ticket

Before promoting your event online, you’ll first need to design the ticket. Don’t make the mistake of rushing this crucial step. Your event ticket is more than a method of entry. It will also act as a reminder for attendees and a piece of marketing collateral for you and others.

An on-brand and eye-catching design is essential. But above all, the ticket should clearly display all of the event’s information. If ticket holders can’t see the time, date, and location of the event at a glance, you’ll need to go back to the drawing board.

There are plenty of online design tools you can use to create your masterpiece — or you can save yourself the hard work and use a template instead. Jotform has a suite of ticket templates that you can customize for your event — and you can personalize them with the attendee data you collect during registration. That way, everyone gets a beautiful, personalized ticket.

Launch an event registration page

Next, create a web page where guests can register for the event and buy a ticket. Ideally, this will be on your website, but a third-party provider can host it if needed.

On the event registration page — which will effectively be the event’s sales page — make sure you get across all of the pertinent information while selling the benefit of attending to potential guests. Gather relevant information about your potential guests too, including their names, the number attending, and their contact information.

MemberClicks’s Colleen Bottorff also recommends adding a link to your cancellation policy on your registration page. This reassures consumers that they’re covered if something comes up and you have to cancel your event.

Don’t go overboard with your registration page, though. The simpler your design, the better. You don’t want to distract guests with irrelevant information, says David Epstein at events platform Bizzabo. By giving potential registrants only the information they need, you’ll focus their attention and increase the likelihood of them converting.

Jotform’s ticket order form templates are the perfect way to collect ticket orders online. You can use a form on its own or integrate it into your website and customize it with your event details and branding.

Set up and integrate online payment

It’s no use selling tickets online and expecting people to pay in person or send a check in the mail. You need at least one online payment method — and preferably several more.

Event attendees will expect to be able to pay online, says Norma Gaffin at payment platform BlueSnap. Online payments can also help you sell more tickets. “When incorporated into your event registration process, online payment processing can streamline the entire experience, resulting in more registrations, less administrative costs, and more revenue,” she writes.

Offer attendees a range of payment options while doing your best to minimize fees. In this regard, Jotform is in a league of its own. While event management sites like Eventbrite usually offer a limited number of payment options and charge a fee for every ticket you sell, Jotform allows you to choose from more than 10 of the leading payment providers and doesn’t charge per-ticket fees.

Promote your event online and in person

You can’t sell tickets if no one knows about your event, so now it’s time to market the heck out of it.

If you have your own audience — whether in the form of an email list, social media following, or a church congregation — make sure to promote your event to them early and often. If you’re using Jotform to create tickets and manage registrations, you can also use one of the platform’s marketing integrations, for instance, Constant Contact or Mailchimp.

Social media, your local newspaper, and niche blogs can also help spread the word about your event and drive traffic to your registration page.

Don’t forget to ask everyone involved with the event to promote it as well, says HubSpot marketing manager Pamela Bump. “These people could include speakers, those in your network, and your company’s employees,” she says. “The more people post about an event, the greater the word of mouth marketing will be.”

Similarly, the more time and effort you put into promoting your event, the more tickets you’ll sell. Just make sure you have a great looking ticket, a smooth registration process, and an integrated online payment method set up before you start telling the world about your event.

Images by: Edwin Andrade, Benjamin Sharpe, Mika Baumeister

This article is originally published on Nov 20, 2020, and updated on Jun 08, 2022.

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