Report on our first live event with Mobile Ticketing for LSO Pulse
As part of the LSO Pulse app project, we had our first evening of mobile ticketing with our target audience of students.
Having developed and built the mobile app and mobile site to facilitate the tickets and benefits of the Pulse program, this event was selected to pilot the complete circle of ticket purchase through to ticket redemption.
As a headline number, 100% of the tickets sold to students for this event were correctly identified, claimed and handed out on the night, with the details broken down below.
The overall process went very well, with only minor glitches and queries that would be expected at the introduction of any such complex technology into the ticketing process.
A maximum of 100 tickets were allocated at student discount prices for this first event. It was decided by the team to only allow mobile app or mobile site ordering for this event, to test the validity of the proposition.
Tickets sold were 64, bought by 26 individuals for themselves and their friends (part of the Pulse program is to encourage group purchase), meaning an average number of tickets pp. of 2.4.
The largest order was made on the Mobile Site for 8 tickets in 1 transaction (maximum allowed is 9).
Here the distribution of Mobile Channels used to buy the tickets:
The Mobile Site caters for Blackberry and similar smartphones where no dedicated app exists. From KODIME‘s experience, this distribution is logical, iPhone users are the biggest group of active smartphone owners, and also like to download and use apps more than any other mobile platform.
Conversion App Download to Purchase
Of around 90 downloads of the app in the two weeks after release up to March 14th, we generated 18 transactions, which is a high conversion rate of 20%. We would expect to see no more than 2% based on the experience other mobile commerce projects.
On the Night
We set up at the venue at 5.30, and trained the LSO student coordinators Tomoyo and Callum over half an hour on how to use the scanner and web app (see below).
Tickets were scanned and redeemed between 6.00pm-7.30pm, with the last handed out at 7.35pm – after the concert had begun!
QR Code Scanning
The QR Code scanning with the manually operated barcode scanner worked flawlessly. There was the occasional issue of needing to focus the scanner in the right distance to the QR Code, but otherwise the decoding worked with all screens of different sizes as well as the paper printouts presented (see below).
In order to read and process the tickets, checking for validity and seat information via the QR Code, we had built a LSO Pulse “web app”, a website with interactive features. This worked well on the night, however we noted some user interface issues (web browser related) which we plan to improve for the next event.
We do not have tracking of all the social share options (email excluded), but 3 shares of “I have bought my ticket via the LSO Pulse app” were made to facebook and Twitter. This is out of the 18 app users, so not bad. Again need more data/events here to evaluate.
After the Event
The App provides for automated Push Notification to ticket buyers to complete a Survey the day after the Event. Our test handsets successfully received this notification and records show it went out to all applicable users. We do not have control over their settings; iPhone users increasingly disable these alerts. Of the 26 handsets pushed, only 1 started and completed the survey so far. Surveys generate additional reward points for users, and we plan to use a text message to re-prompt the users to complete their survey. Will need to monitor this over the next few events. One other reality is that users are generally reluctant to complete multi-screen data entry on the small screen, unless there is compelling reason (such as having to provide address or credit card data for an order).
We are very pleased with the results so far – we only released the app two weeks before the event, and outside of a few queries had no issues with the reasonably complex chain of mobile marketing, transaction, ticket delivery and redemption on the site.
The next events (starting from April 12th onwards) will be used to
– optimise existing process and systems based on outcome from first event
– test additional layers, example ticket PRINTING and entry management
– gain more data from users for deeper analysis
Watch this space!