Eventbrite Marketing Performance Report
Eventbrite Marketing Performance Report
Eventbrite Marketing Performance Report
Helping event creators succeed with better marketing reporting
My role
I worked closely with the Reporting product manager and the Marketing Tools team to define the MVP for a new marketing performance report. This was a 0-1 project and I was the sole designer working on it.
User research
UX Strategy
Wireframing
Prototyping
Usability Testing
UI Design
Interaction Design
Copywriting
TL;DR
The new Marketing Performance Report was designed to help event creators understand their traffic sources and where are ticket sales coming from. One of the main objectives of this report was to offer users an overview of their traffic and sales performance. Another goal was to increase the usage of Boost—Eventbrite Marketing Tools—by giving users insights into their events' performance compared to a previous time period and guiding them to create marketing campaigns through Boost. Due to engineering constraints and roadmap adjustments, this report wasn't implemented during my time at the company. This project, however, represents a big win for reporting in introducing insights into the product by leveraging our data and creating new UI components and patterns that would be replicated in other reports. Simultaneous with this report's design, I also led the project to select a data visualization library for Eventbrite. In user testing sessions, 88% of event creators navigated to Boost from this report and 92% felt confident to take action based on the insights provided.
Final Design
Video: Final Marketing Performance Report
Final Marketing Performance Report
Design Process
The problem with marketing data across Eventbrite
Eventbrite's reports have been focused on Sales & PII (Attendee data) use cases, lacking a unified strategy when it came to marketing reporting. Creators needed to visit 4 different destinations across the product to understand event performance based on traffic channels, as well as manually piece the multiple data points together to draw insights.​
Business Goals
Help creators understand the split between free and paid traffic
Show how marketing is affecting ticket sales, and guide creators on how to advertise their events
Drive Creator retention and increase adoption of Eventbrite Boost (Marketing tools)
Success Metrics
3% conversion rate (Boost subscription)
Final Marketing Report
Understand your business at a first glance
The Total cards give an overview of free and paid traffic sales to help creators understand their ticket sales at a first glance.
Actionable insights
For the first time, we're offering actionable insights to guide users on the first steps to improve ticket sales.
Traffic Source
See where your potential attendees are coming from and target the right channels.
Visualize conversion steps
We're introducing the Sales Funnel chart to help event creators understand how users navigate the ticket purchase flow, as well as conversion rates. Creators can compare the selected data with the previous time period to see trends.
Understand performance over time
The Performance Over Time chart allows users to visualize their ticket sales across the dates selected as well as compare them with the previous period.
View and download the data table
View ticket sales and conversions by traffic channels and export data table to share with others.
Impact
In March of 2022, we did a soft launch of this report with 350 Super Creators who had previously participated in user research sessions and/or were active monthly-hosting creators.
90% of users targeted viewed the new beta report (within 4 weeks).
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88% of users in this group navigated to the Marketing product through the available links in this report.
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46% of users in the group who accessed the report performed some form of paid marketing activity either directly on social media (Facebook ads tool) or through Eventbrite Boost over the next 4 weeks.
6% of the users who viewed the marketing report subscribed to an Eventbrite Boost plan in the next 4 weeks. (12% of users targeted in this launch were already subscribed to Boost.)
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Note: From the targeted group, 87% of creators had invested in paid marketing in the past, mostly directly on social media (Facebook ads tool) but also through Eventbrite Boost. This indicates that this audience is more experienced and inclined to invest in paid marketing.
If we look at the 88% of users who navigated from the report to Marketing, this is way higher than the 3% conversion rate goal defined early on in the project. Based on this beta launch, the conversion rate is 6% (from viewing the Marketing report to subscribing to Boost).
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These results indicate that not only the path created by the report to marketing was clear enough, but the report was also compelling in promoting Boost.
Interested in the entire process of how this product experience came to life? Click the link above to view the full presentation.
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