Findings & Recommendations
Identifying main pages to focus on
Given time constraints to act on immediate recommendations, I focused on 3 critical pages to improve on.
Given these actions were low effort, I made the case that these 3 pages would drive the most impact to improve the key moments in the online ticket purchase experience.
ISSUE 1 - Payment and Final Review Page
INSIGHTS & FINDINGS
Usage of the term "Accept"
6 of 8 participants associate “Accept” to either accepting policies or accepting to receive the email, not to complete their booking. Most were looking for some other terminology to complete their transaction.
RECOMMENDATIONS
Update terminology of the main CTA
Change accept with confirm or other alternatives: pay now, pay, or confirm payment.
User behaviour when reading content
5 of 8 participants mentioned if they weren’t going through this test, they wouldn’t read the top section and immediately look for the summary of their purchase and the action button.
Improve heirarchy of information
Rearrange hierarchy of information. Move purchase summary and $ amount at the top most section.
Placement of "Accept" buttons
7 of 8 participants were confused with 2 accept buttons on the page and wondered if both do the same action.
Focus on 1 main CTA
Leave only 1 main CTA button ensuring this button is close to the end of the transaction.
ISSUE 2 - Thank You Page
INSIGHTS & FINDINGS
Unclear next steps
7 of 8 participants did not know what “Print Confirmation” meant and did not associate “print confirmation” as their ticket and some asked “So how do I get my ticket?”
RECOMMENDATIONS
Update main CTA
Change “Print Confirmation” to “Print ticket and/or receipt”. Make this a button consistent with other CTA buttons, rather than a link.
Unclear confirmation
All participants did not know where their ticket was and just assumed it would be in the confirmation email.
Provide clear confirmation
Indicate clearer information about where their ticket is. Add some form of confirmation that the ticket has been sent to one's email.
Presenting unnecessary information
Most were confused as to what the numbers are for and felt they did not need to know this information (order #, confirmation #, reservation #).
Present only key information
Remove order #, customer #, and leave only Name, Reservation #, and Email.
ISSUE 3 - Member and Non-member Ticket Homepage
INSIGHTS & FINDINGS
Seeking clarity for member log-in
When booking as a member, they wanted to have easy access to log in right away before going through the checkout process.
RECOMMENDATIONS
Quick link for members
Add a quick link for “Member Log in” on the homepage.
Option for guest account
When purchasing a general admission ticket, most preferred the option to purchase as a guest rather than creating an account for this purchase.
Provide clear confirmation
Change “Create Password” section to an optional function “Create account” or “Purchase as Guest”.
