Last weekend, thousands of Oasis fans battled the virtual crowds in an attempt to secure tickets for the long-awaited reunion tour.
Despite being aware of an impending surge in website traffic, Ticketmaster failed to adequately prepare its website to handle the overwhelming influx of visitors – and left many fans empty-handed, frustrated and missing out on the tickets that they desperately wanted.
Suhaib Zaheer, Senior Vice President & General Manager, Cloudways said, “Last weekend, thousands of fans battled the crashed Ticketmaster website and endless queues in an attempt to secure Oasis tickets.
“With two additional tour dates added due to customer disappointment, the band is giving fans a second chance to secure their long-awaited tickets via a staggered, invitation-only ballot process. However, after the previous debacle, those looking to make a purchase will likely be anticipating issues with getting on the website, an all-too common and frustrating issue.
“When emotions are running high and fans are already feeling stressed as they race to secure their spots at the gig, reducing any friction between getting them on the site and through to the checkout is paramount.
“As soon as the virtual queue opens, seconds really do matter. Customers expect seamless browsing experiences and swift interactions, even during traffic surges. Any delays, glitches, or cumbersome processes will quickly cause frustration, so investing in robust hosting infrastructure that scales during surges in users is vital.
“Complex, multi-step procedures, queuing systems that do not work and excessive information requirements can hinder customers’ ability to complete their purchases efficiently. Simplifying the checkout flow, implementing guest checkout options, and enabling autofill features can significantly improve the speed of conversion during busy sales times.
“Additionally, ensuring seamless integration with various payment gateways and optimising for multiple devices, particularly mobile are vital. A responsive website is crucial for delivering a frictionless experience across all platforms, catering to the diverse needs of your customer base – from digital natives to less tech-savvy users.
“Oasis attracts a range of customers, from young fans to older supporters – who will all be eager to make a purchase. To avoid further backlash, everyone should be given a chance to get a ticket without having to ‘game’ the system. It’s not just about selling tickets; it’s about providing an experience that is fair and efficient, ensuring that all fans have an equal opportunity to secure their place at the gig.”