“Intelligent, consumer-focused insights that are clear and actionable.”
Will Close, Director of A/B testing at Nike.com
"An eye opener. This UX audit helped validate assumptions we had and provided visibility on issues we overlooked."
Michael Tran, Sr. Business Analyst at Sony PlayStation
Read 200+ Testimonials“Intelligent, consumer-focused insights that are clear and actionable.”
Will Close, Director of A/B testing at Nike.com
Understand how people choose events and evaluate tickets before committing to a booking. Baymard’s event ticketing research covers pricing, availability, seat selection and checkout across marketplaces and venues, giving your team practical guidance grounded in observed customer behavior and real interfaces.
A ticket purchase commits people to a particular event, time and seat. Hidden fees, unavailable options and unclear sightlines can undermine that decision. Explore research on the information buyers need before booking, and the interactions that help them compare tickets without repeatedly starting over or leaving the site.
Give buyers useful prices before they invest in choosing tickets, and explain mandatory fees early enough to support a realistic comparison of options.
Help groups identify suitable ticket options before navigating further. Make availability and relevant constraints clear so buyers can focus on choices they can book.
Connect ticket listings with interactive venue maps and seat-view information so buyers can judge location and sightlines without leaving the booking journey for reassurance.
The event ticketing study combines extensive qualitative testing with practical UX guidance.
370+
Event ticketing UX guidelines
2,400+
Hours of event ticketing research
463
Qualitative participant/site test sessions
The findings from Baymard’s large-scale testing of Event Ticketing sites provide you with 370+ UX guidelines, distilled from 2,400+ hours of usability testing, analysis, and research on Event Ticketing sites.
These UX guidelines cover all aspects of the event booking experience, operating at both a high level of general user behavior and a granular level of specific UI/UX issues users encounter when evaluating, selecting, and purchasing tickets.
The research includes large-scale usability testing of websites such as:The event ticketing study examines primary and secondary marketplaces, venue websites and performing arts centers across the US and UK. Participants explored tickets for concerts, theatre, sporting events, comedy and live entertainment. The research included 463 qualitative participant/site sessions using the Think Aloud protocol.
Researchers spent more than 2,400 hours testing, analyzing and researching these experiences. Observed difficulties with price transparency, ticket availability and seat evaluation informed the published guidance. The resulting library also covers discovery, event information, checkout, accounts and accessibility. These are findings about ticket-booking experiences; Baymard’s wider ecommerce benchmark is a separate source of implementation examples.
Use Baymard’s broader ecommerce benchmarks for examples of navigation, forms and payment alongside the dedicated ticketing research. Book a demo to see how the event ticketing guidelines and relevant interface examples can inform your team’s decisions about the booking experience.
“Baymard has helped so much: UX was a brand new role at my company when I was hired. I was researching, planning, and designing UX & UI for 5 different products, all by myself. After showing real-world, bottom-line results from a UX centered approach to our products, we have expanded our UX team and greatly improved our UX-to-product process. Baymard’s research database was a critical component to my (and my company’s) success. Thank you!”
“I can not tell you how much help your benchmark studies have been for our company, e-commerce and UX teams. We have used and continue to use these reports for baseline benchmarks as we build test protocols or eye tracking scripts etc. in lab.”
“My team loves Baymard Premium and it has become a valuable tool for us. We consult with a number of large brands and manage their eComm (both DTC and eRetail) and your data is amazing, it gives us all the testing data without having to run the tests ourselves. Our clients appreciate us having the depth of knowledge Baymard provides, we’ve used Baymard data multiple times to defend our recommendations and to inform our designs.”
Discuss an expert review of your ticketing site or booking flows through Baymard’s shared UX audit service.
Book a demo to explore guidance for transparent prices, clearer seat selection and an easier route to booking.
"An eye opener. This UX audit helped validate assumptions we had and provided visibility on issues we overlooked."
Michael Tran, Sr. Business Analyst at Sony PlayStation
Read 200+ Testimonials