[Case Study] 7,46% conversion rate uplift with FOMO (fear of missing out) campaign — Ticketmaster
The world’s leading event ticketing for live entertainment company Ticketmaster sells nearly 455 million tickets each year, supporting over 145.000 events, which are organized by more than 12.00 clients in the world. The events Ticketmaster features include concerts, festivals, sports, exhibitions, theatres, Broadway shows and many others.
Ticket sales differ from retailing in a way that the purchases are strictly time-bound, which means customers have a limited time opportunity to buy their tickets before the event expires. It is usually the early birds, who take the advantage of discount promotions and the best seats whether it a concert or a football match. The less fortunate last minute customers create a valuable segment to guarantee more ticket sales but it is hard to persuade them without implementing the right strategy.
Users who viewed a specific event and haven’t made a purchase.
Urgency messaging is an effective way to encourage non-purchasers down the sales funnel. The closer the messaging to the event date, the higher the impact of the FOMO. With the help of Insider’s real time personalization platform, Ticketmaster was able to target its last minute customers with behavioral targeting technology and highlighted the limited time they had to seize their opportunity to attend the specific event they are interested in.
The non-purchasers were welcomed with the last event they viewed, when they visited the site two days or less time before the event date. A layer was created on the homepage, displaying the event info with a countdown timer, reminding customers how much time left to make a purchase decision.
Insider’s FOMO campaign let Ticketmaster to drive more last minute customers to buy tickets. As a result, Ticketmaster was able to achieve 7,46% uplift in conversion rates.
“Insider really enables us to understand customer behavior and deliver highly personalized experiences based on each customer’s unique behaviors and individual interests. Insider’s platform continuously helps us move our business closer to our goals.”
Assistant General Manager, Biletix/Ticketmaster