accesso Webinar Series Presents: Navigating eCommerce in a Mobile Landscape.
Many venues still think of ticketing from the onsite purchasing perspective, with the front gate or box office being the first interaction point with a guest. In reality, most guests today will have already visited your venue’s website before they even arrive. In fact, you can expect that about half of your guests will be browsing your website from their smartphone looking to learn more about your attraction and ticket offerings. Are you prepared to make a great first impression?
With smartphones today offering more computing power than the computers used to accomplish the Apollo 11 moon landing, it’s easy to see why smartphones have become the first screen viewed whenever consumers are researching a purchase. Average smartphone users spend nearly 5 hours a day on their phones, and unlock their devices 110 times each day! Since 9 of 10 consumers in the USA keep their phones within reach 24⁄7, it comes as no surprise that 30% of US eCommerce traffic is already happening on mobile.
The important takeaway for you as a venue operator? Guests expect a lot from your online store. 64% of smartphone users expect a page to load within 4 seconds, and 40% have turned to a competitor’s website simply to find a better mobile experience. If that weren’t intimidating enough, 1 in 4 shoppers will abandon their carts if a site’s navigation is too complex.
As consumers move more and more to mobile, accesso has invested heavily in developing an eCommerce storefront to support the intuitive, quick and attractive shopping experience that guests have come to expect. We’ve helped our clients’ mobile Commerce ticket sales grow from just 3% of their overall ticket sales in 2012 to 46% in 2016. This incredible movement to mobile has allowed us to learn some best-practices for optimizing online stores and apply those to our award-winning accesso Passport solution.
In optimizing our eCommerce platform, we’ve added a welcome screen to reassure guests of the security of their shopping transactions and provided prompts to show guests how to locate their mobile tickets. We’ve also worked to develop a list of eCommerce fundamentals to help our client partners as they build their store, focusing on purpose, positioning and product to drive customers into the storefront, through the purchase process and into checkout.