We are missing a big opportunity with landing pages after the online purchase of a ticket. Right now most theatre companies send you to a “Thank You” page or back to the home page after a purchase, some just have a generic confirmation page. How does any of this help the customer? Except confirming that their purchase went through, not at all.
It is time to dig deeper into what the customer wants and how we can facilitate the fulfillment. What is the first thing you think of after you buy a theatre ticket? If the theatre is in town, perhaps where to have dinner? If the performance is the impetus to take a trip, where to stay? We should all be forming partnerships with restaurants, cafes, B&Bs, hotels, parking garages, anyone who may benefit from our patrons’ night out. Why not bring these partnerships to the landing page?
Imagine that you have just completed your purchase of tickets to a local theatre and the site takes you to a “Thank you for your purchase, below are some great restaurants convenient to our venue” with a little insider info about the place and direct links to either the restaurant sites or, even better, their Open Table (or other) reservations page. For destination theatres, this page should also include links to accomodation options. Options for after-show drinks and/or dessert are excellent, too.
Of course, if you are lucky enough to control your own parking and even your own restaurant, you can include these options in your ticketing process. I’ve been impressed at how seemlessly The Woodruff Arts Center does this with their tenants: The Atlanta Symphony, The High Museum, and The Alliance Theatre. They treat their parking deck as a theatre and sell the spots through Tessitura the same way they do their tickets. Patrons simply print their parking reservation off at the same time as their print-at-home tickets.
We already know (though hate to admit) that the actual performance is only a portion of the full experience of our patrons. It doesn’t take much time to make their lives easier. They will remember it and tell their friends.