Nuts & Bolts - Case Study: Portland Blazes Ticket Sale Trail
Now when fans go to choose single-game tickets, they see a landing page with horizontal buttons for each game. The buttons display who the opponents will be on what date; provide a breakdown of the ticket prices at the 100-, 200- and 300-row levels, starting “as low as”; and allow users to click through to “Find Tickets.” Also, the franchise stopped discounting single-game tickets below what season ticket holders pay. “[It] certainly wasn’t yielding us higher gate receipts,” Hankins says. The next landing page allows fans to select their seats. After they select a game and pick a seat, they can “Buy Tickets,” which they did.
“Our first full season going digital and working with Sq1, we set a franchise record for revenue from single-game ticket sales,” Hankins says.
Also, 35 percent of single-game ticket buyers were new to the franchise’s database, and Web traffic increased 300 percent year-over-year. It didn’t hurt that the Trail Blazers also won 54 games in the Western Conference that season.
So the Trail Blazers upped their game. Now Hankins wants to up conversion on the main channel fans use to view content marketing—mobile devices.