04 Oct Are your visitors having a good online experience?
Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.
Is your e-commerce site responsive? How many buttons must a visitor click to purchase a single ticket? Do visitors have to create accounts to complete their purchases? These are just a few of the critical questions a cultural institution should consider when developing and deploying an e-commerce solution to support visitation-related sales.
We at ACME understand and embrace mobile-first design principles that ensure the online buying experience is fast and easy for the visitor while simultaneously providing the institution an opportunity to:
- build rich demographic data
- grow visitation and shorten lines by making advance purchasing more accessible
- report channel performance (mobile vs. desktop)
- understand when visitors purchase tickets
- increase per capita revenue through upsells, donations and recommended events all tailored to the event(s) already in the cart
- drive membership conversions through clear transactional benefit messaging
- and streamline box office operations.
A 2017 study of visitors at several museums suggested that 93% of visitors brought a mobile device with them to the museum. This data point is critically important in two ways:
First and foremost, any e-commerce solution must be responsive to mobile form factors by supporting phones and tablets of all sizes which will allow museum visitors to buy on the go.
Secondly, the ubiquity of mobile devices in cultural institutions has established a high propensity market for native museum applications. These applications are generally designed to enhance experiences by providing wayfinding and content enrichment but they are often plagued by low download rates. To increase adoption a museum should consider:
- training front line staff to recommend the app as visitors arrive;
- add signage to promote the app throughout the museum;
- tie the app to interesting promotions in retail or food locations;
- and prompt a download on all guest WiFi networks.
Pairing a museum app with beacon technology at popular exhibits and up sell zones will help to increase per capita revenue and deepen engagement by prompting guests to purchase add-ons at the experience rather than requiring the guest to return to the main ticketing desk; self-service kiosks are also good solutions. All of this is possible with a modern, API-based visitor revenue management platform such as ACME. Give us a call to learn more.