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
Problem:
Eventbrite doesn't offer a Marketing Performance report to event creators. They need 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. We also don't leverage our robust database to offer insights regarding ticket sales and guide users to our marketing tools product (Boost).
Solution:
I designed a report that delivers data into traffic sources and exposes the sales funnel, as well as the ticket sales over time. The new report is also the first to include data insights by leveraging Eventbrite's robust database and guiding users to create marketing campaigns in Boost.
Impact
User Experience improvements within 60 days:
About 3k unique visitors to the Marketing Performance report
92% of event creators felt confident to take action based on the insights provided in the report (gathered from an in-product survey). This could represent a big increase in Boost subscriptions and profits over time.
88% of event creators navigated to Boost from this report
Introduced data charts to Eventbrite reports to improve reporting functionality and data analysis
Introduced insights to reports with the goal of extending this rationale across different product areas
Final Design
EVENTBRITE AT A GLANCE (2021)
1M+ creators
4.7 M+
events
180+
countries
Eventbrite is a global self-service ticketing platform for live experiences that allows anyone to create, share, find, and attend events that fuel their passions and enrich their lives. From music festivals, marathons, conferences, community rallies, and fundraisers, to gaming competitions and air guitar contests. Eventbrite's mission is to bring the world together through live experiences.
Design Process
The problem with marketing data across Eventbrite
Eventbrite's current reports are focused on Sales & PII (Attendee data) use cases, but they lack a unified strategy when it comes to marketing reporting. Currently, creators need 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. Event creators also use other external tools for marketing purposes, making the task even more complex.
"We're working across lots of platforms, and we have trouble understanding
the impact of everything because data isn't connected."
–– Super Creator
In the old experience, marketing performance data was scattered across different parts of the product; there wasn't a standardized report for marketing performance.
1.
Understanding our users
Eventbrite "Super Creators"
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Super Creators create a disproportionately large number of events and generate more than 80% of our contribution profit
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They are entrepreneurs who tend to wear many hats
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They tend to hold events monthly, presented live (virtual and/or in-person) with usually between 50-500 attendees.
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They are quick to build their audience, constantly evolve to keep growing and aim to make a career out of their events-based offering.
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Events are at the center of their business, and they have achieved product-market fit
Illustration: Eventbrite's Art team
Super Creators want:
An easy way to understand how their event is performing, how existing marketing tools have helped them, and most importantly, what actions can be taken to improve their event performance.
2.
Design Explorations
After discussions and Figjam brainstorming sessions with the Reporting, Marketing, and Design teams, I came up with this report's most immediate features.
Total Cards and Insights
We looked for multiple ways to show insights about the event's performance. The new Total Cards would show sales trends, and the Insight card would give users an actionable way to impact their sales through a better marketing strategy.
Sales Funnel & Performance Over Time Charts
Super Creators wanted to know more about their sales funnel so that they could address drop-off rates and improve conversion. This chart made sense as we also had plans to create insights that would help users in their event creation process and address the weakest conversion points.
The Performance Over Time chart helps them visualize how sales are trending within a time period. This is especially helpful when a marketing campaign is launched so that they can easily see the marketing impact.
In the early phases, I was exploring different chart types and content. This was the first sales funnel chart I designed. At the time, I considered creating charts that would show each selected event's performance and then I realized that it would be messy, and it wouldn’t work if too many events were selected. In later designs, I decided to focus on the time period being the main data point and show aggregate data within the time period selected.
Chart Summary Page
The Chart Summary page would allow users to drill down into the data, and it was an interesting exploration due to our future plans of creating a reporting dashboard in which charts would be interactive and could offer further data insights.
3.
User Testing
Coming from the brainstorming and exploration phases, I narrowed down to two different report options to be tested with event creators. I created a quick prototype in Figma that allowed users to interact with every feature in the report. Users were guided to perform certain tasks.
Option 1: A dashboard-style report
This version had smaller chart widgets that users could click to expand into a full-screen modal. The idea was to use the screen's real estate to offer multiple data charts while setting the foundation for the future reporting dashboard. This report would show three chart widgets—Traffic Source, Sales Funnel, and Performance Over Time—along with a prominent insights card.
Expand Chart: The expanded version would have a menu from which users could print or download the chart image. This could be used for extra functionality in the future. They would also see which filters were applied to the chart.
Option 2: Vertical layout with two full-size charts
On the main page, they would see the Sales Funnel and Performance Over Time charts. The insight card took a different format, still prominent. This version allowed users to click to see details of each chart, which would take them to a summary page with more information about the data shown.
Chart Summary Page: The Chart Summary page would allow users to drill down into the data, and it was an interesting exploration due to our future plans of creating a reporting dashboard in which charts would be interactive and could offer further data insights. This page houses the Traffic Source chart, which would show the traffic source based on each step in the sales funnel.
User Testing Insights
Most users preferred Option 2, with both charts at full size and able to fully visualize the data on one page.
Users wanted to be able to compare time periods to understand how their marketing performance has changed over time.
Users found the traffic source chart to be very useful and wanted to see that exposed on the main page. (Option 1)
The details page didn’t seem to add a lot of value to users, other than for the Traffic Source chat.
Users were able to interact with all charts and understood the data shown.
Once I organized the insights from user testing, we decided on the improvements needed going into the final stage.
4.
Iteration
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Based on user testing insights, we decided to go with Option 2. To save vertical scrolling, we utilized the tab component for users to toggle between charts.
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We created a compare function in filters
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Because most users didn’t click the Details page—and once on the page didn’t seem to feel that it added a lot of value,—we decided to remove it, while keeping the Traffic Source chart in the report
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We redesigned the Traffic Source chart to make it easier to understand at a first glance
5.
Final Design
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.
Insights
For the first time, we're offering 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
User Experience improvements within 60 days:
800 unique visitors to the Marketing Performance report
92% of event creators felt confident to take action based on the insights provided in the report (gathered from an in-product survey). This could represent a big increase in Boost subscriptions and profits over time.
88% of event creators navigated to Boost from this report
Introduced data charts to Eventbrite reports to improve reporting functionality and data analysis
Introduced insights to reports with the goal of extending this rationale across different product areas
Design system/process improvements:
Led the project to select a data visualization library for Eventbrite by collaborating with the Engineering and Design Ops teams