75,6% ! This is the average shopping cart abandonment rate on internet across all sectors in 2018 (source: SalesCycle). Shopping cart abandonment occurs when potential ticket buyers select seats on your ticketing system or shop without finalizing their reservation. While the abandonment rate continues to rise, cultural and sports venues have an effective way of taking action. They can easily persuade committed Internet users to complete their reservations thanks to a simple lever: abandoned shopping cart reminder emails.
What is abandoned shopping cart reminder emails?
This reminder can be triggered for contacts in your database who have left their browser after placing their order in the shopping cart. The idea is to remind them that there's still time to finalize their reservation.
With Arenametrix this email can be fully automated and personalized.
The Crazy Horse has chosen to personalize each of its emails according to the package chosen by the customer at the time of booking (show, show + champagne, VIP experience, etc.). On average, 46% of their abandoned shopping cart reminder e-mails are opened.
What are the reasons for abandoning tickets during booking?
There are many reasons for abandoning a shopping cart: let's take a look at the most common in the entertainment sector.
The web user is simply making up his mind. It's possible that, despite having placed their order in the shopping cart, they're still in the decision-making process and haven't yet decided on a cultural outing. This is a crucial moment: the potential buyer is interested in your event, but is still hesitating and wants to compare it with others and/or discuss it with the people who will be accompanying him/her.
Internet users compare prices. If your tickets are sold on different sites, the web surfer may take the time to compare the price of a purchase on your site with that on a retailer's site. Or they may compare the cost of tickets for your show with a show they consider equivalent.
The purchasing process is complex / a technical problem has occurred.
The purchasing process for a show ticket can sometimes be complex (or not very mobile-friendly), requiring a large number of clicks before a reservation can be validated. If you've identified this as a reason, you'll need to work on your purchasing process, but abandoned shopping cart reminder emails can also be used as a lever to help customers finalize their reservations.
A lack of payment options / an incident. Buyers may also abandon their shopping cart because they can't figure out how to use a particular payment method (a credit note for example or a cultural gift voucher), or abandon their shopping cart unintentionally after forgetting to validate their bank's banking security (double validation with a mobile application, for example).
Abandoned cart reminder emails : a suitable mechanism for show business?
Abandoned shopping cart reminder emails are even particularly suitable for events that have a long marketing period (long time between sale and show) and an ongoing need for continuous promotional effort. This is the case for Crazy Horse, a cabaret with which we have implemented this mechanism, and which is producing extremely promising results in terms of conversion.
Our tips for an effective mechanism
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