The big reveal

This blog was posted by Natalie Phillips on November 23, 2015 as part of the CultureHive Digital Marketing Academy. You can find out more about the project here.

Today we had our final meeting with Daniel where we looked at the results of our experiment looking at how many people were giving up through the booking process.

Back in September we set up some goals on Google Analytics to track the intention of buying a ticket. That way, we could see how many people started the process and compare it to the final amount of actual web sales. We set it up for the whole season. Now that the season is almost over we can see some of the results. It is as if we put a delicious cake in the oven and we can finally take it out and see if it rose. And boy did it rise!

The results are very surprising.

The results confirmed that there is a significant difference between people intending to buy and people actually completing the purchase. But what was really surprising was just how big that difference is: 266 on average per event.*

This is powerful information. It means that improving our ticket buying experience has a huge potential to cater to an audience already happy and willing to purchase tickets. We have a willing audience hungry for dance just behind this closed virtual door.

Life after the DMA?

  • Next week we are presenting our results to the senior management team hoping they support the investigation and will help us progress in improving the ticket buying experience.
  • We want to suggest doing some recorded user tests through an agency Daniel suggested.
  • There is also the potential to view people’s journeys on GA once Tag Manager is set up.
  • Once we gather further evidence, we could apply changes through our web developers.
  • And also why not, take over the world.


This has been a tough but fascinating experience. The amount of hours spent on this was considerable and we had to allocate a regular 2 hour slot per week to make sure we kept on top of it. We also realised that this project is linked to our other initiatives to improve quality of outputs, service and experience.

Here’s to not giving up on ‘important / not urgent’ initiatives, continuous learning and standing up to the big bad scary looking data jungle.

As Vinnie Jones says at the end of Lock, Stock and Two Smoking Barrels


*there is a margin of error and we wouldn’t expect every single person who clicks ‘book now’ to actually purchase the ticket.

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