The Ticket Factory is the ticketing arm of the NEC Group, selling tickets for concerts, theatre, sport, festivals and events.

Our Challenge

To achieve a higher customer conversion rate from shopping basket to checkout.

Strategy & Tactics

We used Eyequant AI analysis to explore what challenge blocks could be at play on the shopping basket page. Distracting features included a prominent navigation search bar and hotspot analysis revealed that an option to ‘show seats’ was preventing a seamless journey to check out.

The team also discovered that 50% of users were dropping out of the transactional journey as the option to scroll down and continue to checkout was located too far down the page.


By removing the distracting navigation search bar and seat selection buttons and making ‘get my tickets’ a visible and sticky constant on the shopping page, 18% more users proceeded to check out with an 8% increase in transactions.