A professional sports team cut checkout drop-off and sold more tickets

The Challenge

The digital team knew the online ticketing journey had to match the energy of the eager fans. Their site was the main hub for news, merchandise, and tickets, but they couldn’t see where fans were dropping off before completing a purchase. Without that visibility, a clunky checkout risked turning excitement into frustration right when it mattered most.

The Solution

Using User Journeys and Funnels, the team traced the path fans took from the homepage through checkout and found two clear leaks: a high mobile checkout abandonment rate and weak retention on the homepage itself. Seeing exactly where fans gave up gave them a concrete list of fixes instead of a vague sense that “something felt off,” and they rebuilt those steps in the purchasing flow.

The Results

The clearest win was a +44% increase in the global conversion rate, a direct result of removing the friction points fans had been hitting. Once on the homepage, +230% more visitors started the shopping process, and +90% of those who reached the payment page went on to purchase. Ticket sales from the stadium ticketing page itself rose +50%, turning a returning wave of fans into completed sales instead of abandoned carts.