Exploring Digital Experiences Opportunities at Eventbrite 💻

The Digital Experiences initiative at Eventbrite aims to leverage the rapidly growing online events market, capturing the potential to broaden its product offerings.

1. The Rise of Online Events and Revenue Streams 📈

In the context of a shifting landscape, online events have emerged as a robust revenue stream for platforms like Eventbrite. The opportunity became evident when 24,000 Digital Creators published 77,000 online events, generating an impressive $24 million in gross ticket sales (GTS). Recognizing the need to adapt, Eventbrite ventured into the Digital Experiences project. This initiative focused on crafting a comprehensive suite of tools and features aimed at facilitating online event creation and monetization. With the eLearning market valued at $325 billion, the stakes are high; this sector represents a fivefold opportunity compared to traditional online ticketing.

Key aspects of this transition include:

• Testing New Revenue Models: Initial tests demonstrated the viability of creating features that enable Digital Creators to sell tickets efficiently for their online events.
• User-Centric Design: Prioritizing the customer journey was essential to understand how creators engage with the platform and what features are most necessary.

2. Integration and Engagement with Digital Creators 🔗

Success in this arena depends on deep integrations with existing online event platforms. By learning about the unique customer journey, Eventbrite aimed to enhance customer engagement and support monetization for recorded events. The project allowed for the following:

• Creating Integration: Emphasizing seamless experiences, the need for integrating services such as Eventbuilder was recognized, ensuring attendees receive unified communication that streamlines event registration.
• Building Search Functionality: The initiative also involved developing searchable CityBrowse-style pages, improving the discoverability of online events.

In understanding how Digital Creators use the platform, qualitative research highlighted significant opportunities—a combined effort could transform interactions and foster better engagement.

3. Research Findings and Testing Outcomes 📊

Robust research, including quantitative testing from December 2018 to February 2019 and qualitative interviews from April to May 2019, offered insights into potential improvements. Preliminary results indicated:

• Potential for Revenue Growth: A 200% lift in potential ticket sales was identified if Eventbrite could achieve distribution parity between in-person and online events.
• SEO Advantages: Insights suggested a 330 basis-point increase in top Google search results could further amplify market reach, presenting additional growth opportunities.

These insights led to hypotheses that focused on optimizing user experiences and ensuring creators maximize their revenue potential.

Conclusion: Future Directions for Eventbrite 🚀

Moving forward, the Digital Experiences project must capitalize on the initially identified opportunities. The path includes refining usability for online course creation, exploring various growth loops, and ultimately ensuring Digital Creators thrive within the ecosystem. Strategies include:

• Usability Testing: Continuous testing on online course creation processes to ensure they meet market demands without confusion.
• Channel Optimization: Developing targeted acquisition strategies for new Digital Creators who are currently not utilizing Eventbrite, widening the reach into international markets based on existing infrastructure.

Adapting available tools and enhancing functionalities are as critical as fostering an inclusive community for creators. Through these initiatives, Eventbrite can transition into a leading platform in the burgeoning online events domain, ultimately aiming for harmony between user experience and organizational growth.