Hidden Treasures in the Purchase FunnelMelissa Cooper

Design practices at Eventbrite

1. Share a recent redesign project

2. Strategies for new experiences

3. Talk about our process

Three things designers and developers know about the purchase funnel

1. Highly protected

2. Closely monitored

3. Product Managers are nervous to change

Approach

Goal orientated design is crucial

• Define the optimal experience

• Provide measurement throughout iterations

• Speak to future measurement

Background

Focus on tools for organizers

Invite users in

Order confirmation page

Order confirmation page

1. Largely neglected experiences

2. Boast the most eye balls

3. Leak massive traffic

4. Lost opportunities

What do you want your users to do next?

Most order confirmation pages look like this:

What do you want your users to do next?

Deeper user engagement

What do you want your users to do next?

• Manage orders

• Share

• Gain rewards

• Keep buying

• Develop a profile

Design goals for the future

Kick off objectives:

• Ensure confirmation is prominent and

clear

• Drive users to My Tickets

• Promote event creation

Design exploration added a few goals…

Old confirmation page

The new design

Steep decline in exits

We launched on the 18th of December

- Day before ~60% exit rate

- One week later on Christmas Eve ~45%

- Another week later (just two days before

NYE) ~40%

- Today it remains 40% - 50% depending

on the day of the week

- Lowest exit rate is on Saturdays

Wrap up: The confirmation

• Continuous improvement

• Observe

• A/B Test

• Optimize

• Influence the purchase funnel upstream

Thank you!

<3 your confirmation pages!