So, you’ve planned the perfect event—your venue is booked, the performers are lined up, and the excitement is building. But there’s one crucial piece of the puzzle that could make or break your success: selling tickets. While it may seem straightforward, ticket sales can often trip up even the most experienced event organizers. In fact, some of the most common ticketing mistakes can lead to lost revenue, frustrated customers, and a whole lot of unnecessary stress.
But don’t worry! We’re here to help you avoid these pitfalls and ensure your ticketing process runs smoothly, so you can focus on delivering a fantastic event. Let’s dive into the top 5 mistakes event organizers make when selling tickets—and how to avoid them.
1. Waiting Too Long to Start Selling Tickets
One of the biggest mistakes event organizers make is delaying ticket sales. You might think it’s fine to wait until all the event details are finalized or assume that “ticket sales will pick up closer to the event,” but waiting too long can hurt you in the long run.
Why It’s a Problem:
- Early bird sales generate excitement and create a sense of urgency. The longer you wait, the harder it is to build momentum.
- Late ticket launches can mean missing out on potential buyers who plan their schedules months in advance, especially for big events like concerts or festivals.
- Returning Customers can get their tickets in advance with an exclusive pre sale.
How to Avoid It:
Start selling tickets as soon as possible—even if you’re still working on event details! Early bird pricing can attract buyers, and you can always adjust the ticket pricing or event details later. Give your audience enough time to plan ahead, and don’t forget to market early and often to build anticipation.
Tip: Launch a “pre-sale” with a special discount for your most dedicated followers. Use your email list, social media, and website to build the hype early on.
2. Choosing the Wrong Ticketing Platform
Choosing the wrong ticketing platform is like picking the wrong venue—it can make or break your event. While free ticketing services may seem like an easy option, they can come with hidden costs, limited functionality, or lackluster customer support when things go wrong.
Why It’s a Problem:
- Some platforms have poor user interfaces, making it difficult for attendees to buy tickets.
- You could lose money on service fees or miss out on critical features, like custom branding, mobile ticketing, or integration with other event tech.
- Customer support could be slow to resolve issues, leading to unhappy attendees.
- Client Support could also be slower causing you to not reach your deadline for getting your event live.
How to Avoid It:
Do your research and choose a ticketing platform that fits your needs—whether that’s a platform with robust reporting tools, easy customization, or excellent customer support. Look for features like:
- Mobile ticketing to enhance convenience
- Customizable ticket options for different audience types (VIP, general admission, etc.)
- Integration with your CRM, email marketing tools, and social media accounts
Investing in a solid platform is an investment in your event’s success, and it’ll save you time and headaches down the road.
3. Not Offering Multiple Payment Options
When selling tickets, it’s essential to cater to a variety of payment preferences. If your ticketing system only accepts a few forms of payment, you could be missing out on potential customers.
Why It’s a Problem:
- Many buyers are turned off if they don’t see their preferred payment method available.
- Limited options can lead to abandoned purchases, especially for those who prefer using digital wallets or want to pay in installments.
- Items like Apple pay, Google Pay and PayPal payment plans are a good thing to look for on platforms!
How to Avoid It:
Offer multiple payment options to make the purchasing process as easy as possible. This includes:
- Credit/debit cards (Visa, MasterCard, American Express)
- Digital wallets (PayPal, Apple Pay, Google Pay)
- Installment payment plans (for higher-ticket items)
- Bank transfers or local payment systems, if applicable
The more flexible your payment system, the more likely you are to convert browsers into buyers.
4. Lack of Clear Communication About Pricing and Fees
There’s nothing worse than a customer who feels misled about ticket pricing. Hidden fees, unclear pricing structures, and unexpected costs can frustrate potential buyers and lead to a drop-off in sales.
Why It’s a Problem:
- Hidden fees at checkout can lead to negative reviews, abandoned carts, or worse—refund requests.
- Confusing pricing (e.g., “early bird” prices that are hard to find or understand) makes buyers feel like they’re being tricked.
How to Avoid It:
Be transparent with your pricing from the start. Make sure your customers know exactly what they’re paying for:
- List the ticket price and any additional fees (e.g., service charges, handling fees, parking costs) upfront.
- Use clear descriptions on your ticket sales page so customers know what each ticket tier includes (VIP, general admission, etc.).
- Offer discounts early and make them easy to access!
Clarity and honesty will build trust and improve your chances of selling more tickets.
5. Forgetting to Create a Seamless Checkout Process
A clunky checkout process is one of the easiest ways to lose potential customers. If your attendees encounter issues with purchasing tickets, whether it’s slow load times, confusing forms, or broken links, they’ll likely abandon their purchase and move on to the next event.
Why It’s a Problem:
- Frustration during checkout can lead to abandoned sales, especially if customers can’t easily find their tickets or are forced to fill out multiple forms.
- A slow or complicated checkout process can result in negative user experience and could hurt future ticket sales.
How to Avoid It:
- Ensure your checkout process is fast, simple, and mobile-friendly. Optimize for mobile to make sure attendees can buy tickets on the go.
- Allow guest checkouts so buyers don’t need to create an account if they don’t want to.
- Offer multiple payment gateways and ensure your site has a secure connection to build trust with buyers.
- Provide clear instructions and a progress bar during checkout so customers know exactly where they are in the process.
A smooth checkout experience makes the purchase feel easy and rewarding—leading to more completed sales.
Conclusion: Nail Your Ticket Sales for Event Success!
Selling tickets may seem like a simple task, but these common mistakes can have a huge impact on your event’s success. By starting your ticket sales early, choosing the right platform, offering flexible payment options, being transparent with pricing, and streamlining the checkout process, you can maximize your sales and create a stress-free experience for both you and your attendees.
Avoid these mistakes, and your event will be set up for a sell-out success. So, get ready to take charge of your ticketing and make your next event the talk of the town!
As always if you are looking for a great event to attend you can purchase tickets HERE.
Other Articles
Creating Events with Accessibility In Mind
Amy has been a driving force at Afton since 2004. She proudly serves as the co-owner of Afton Tickets Inc (aftontickets.com) and Afton Shows (myafton.com), working alongside co-founder Ryan Kintz.
Amy's journey has been one of ground-up growth, playing an instrumental role in shaping our companies. Afton Tickets Inc. is at the forefront of a transformative shift in the ticketing industry, redefining the expectations of what a ticket company can deliver.
Beyond her role as a business leader, Amy's passion extends to empowering emerging music artists and advocating for improvements across the music and ticketing sectors. Her dedication fuels innovation and positive change.