Ticketing Page Design
Ticketing page design is the creation of a webpage where visitors select and buy tickets, turning interest in a venue, event or experience into a booking.
What is ticketing page design?
Ticketing page design refers to the way a brand designs its booking UX and UI experience, converting prospective visitors of a venue, event or activity.
For destination and experience-led brands, it's the most commercially important page on a website: the moment where interest becomes a booking. That makes clarity, speed and trust as important as the page's look and feel.
Ticketing pages can be custom-built or branded within the parameters set by the partner ticketing provider. Either way, it's an opportunity to express a brand's identity in the moment of transaction itself.
What makes a good ticketing page?
A clear path to purchase
One obvious route from landing to confirmation, with the main action always in view.
Simple choices
Dates, ticket types and prices are presented clearly, with sensible defaults, so people aren't left comparing options.
Transparent pricing
Prices, fees and what's included are shown up front, so there are no surprises at checkout.
Built for mobile
Many bookings start on a phone, so the page needs a single-column flow, large tap targets and as few taps as possible to pick a date and ticket type.
Accessible to everyone
Strong contrast, readable type, and date pickers and forms that work with a keyboard and screen reader, so every visitor can book.
The brand in every step
Colour, type and tone carry through the whole booking flow, so it feels like the brand rather than a generic widget.
How ticketing page design works in practice: Bristol Dockyards
Launched alongside its all-new architecture, brand identity, and name above the gates, the Bristol Dockyards website now represents the full scope of a day's adventure.
Its three central sub-experiences—The Being Brunel Museum, the Brunel Institute's maritime archive and the ship itself—finally have the space to sell themselves. But this destination brand wouldn't be able to fight dwindling ticket sales if the booking process itself fell flat.
Bristol Dockyards
A visit to Bristol Dockyards' ticketing page feels like your trip has already started. Simple but effective use of imagery, tone of voice, and typography helps guide soon-to-be guests as they choose the pass that suits them best.
Limited-time events are signposted along the way so people can make the most of their visit, while clear messaging is on-hand to answer any of the logistic questions around their day. The result is a booking process that's smooth sailing, so ticket proceeds can keep the SS Great Britain and historic dockyards at its best for years to come.
Outcome: Online bookings jumped to 48%.
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