When you sell event tickets online, you are asking strangers to trust you with their money before the event exists. The good news: a clear event page, the right ticket types and a checkout that works on a phone do most of the work. Here is how to set it up.
Choose the right ticket types
Start simple and add types only when they serve a purpose:
- Early-bird: a lower price for a limited time or quantity, to get sales moving.
- Standard: the main price most guests will pay.
- VIP: better seats, a lounge, a meet-and-greet or a gift.
- Group: a booking for several people, popular with companies.
- Day tickets: for multi-day events, so people can attend only the days they want.
- Complimentary: hidden tickets for speakers, sponsors and media.
Price your tickets
Begin with your budget: total costs divided by the number of tickets you realistically expect to sell gives your break-even price. Then look at comparable events in your city and at what your audience can afford. Remember to account for payment gateway fees and sales tax or VAT if you are registered. A small discount code for partners, members or past attendees is a cheap way to drive early sales.
Pick a payment gateway that works locally
Buyers expect to pay the way they pay everywhere else: by card, bank payment or mobile wallet, in their own currency. Choose a gateway that supports the payment methods your audience uses. Use event ticketing software that connects to them directly, so each payment is matched to an order and a ticket without manual work.
Send proper invoices
Companies that send staff to your event need a tax invoice with your details, their details and tax shown correctly. Collect the company name and tax number on the order form and let the system issue the invoice automatically. It saves you dozens of emails after the event.
Make the event page sell
The event page does the selling while you sleep. Make sure it answers the questions buyers have:
- What is it, when is it and where is it? Put this at the top.
- Who is speaking or performing? Add photos and short bios.
- What is included in each ticket?
- Is there parking, and is the venue accessible?
- What is the refund policy?
Most of your buyers will be on a phone, so check the page and the checkout on one before you share the link.
Remove friction at checkout
Every extra field and every extra click loses buyers. Ask only for what you need to run the event; you can always send a short survey later. Let buyers book for a group in one order, and show the total including fees before they pay.
Promote the link everywhere
Share the event link on WhatsApp, LinkedIn, Instagram and in your email newsletter. Ask speakers and sponsors to share it too. Our list of event marketing ideas has more ways to fill seats.
Deliver tickets that work at the door
Each buyer should receive a ticket with a unique QR code straight after payment. On the day, your team scans them with a check-in app and each ticket can only be used once.
Start selling
Event Star handles ticket types, local payments, invoices and QR e-tickets in one place. Book a demo or read how to plan an event from start to finish.
Frequently asked questions
What is the best way to sell event tickets online?
Use an all-in-one event ticketing platform connected to a payment gateway your audience trusts, so buyers can pay in a few taps and receive a QR code ticket and invoice straight away.
How should I price event tickets?
Work out your break-even price from your budget and expected sales, compare it with similar events, then use early-bird and group prices to drive early sales.
Do I need to charge tax on event tickets?
If your business is registered for VAT or sales tax, ticket prices usually include it and you should issue tax invoices. Speak to your accountant about your own situation.
When should early-bird ticket sales end?
Most early-bird offers run for two to four weeks, or until a set number of tickets is sold. A clear deadline creates urgency.
