How to Design a Ticketing Page That Converts

I want to dive into something that a lot of museums, exhibitions, and cultural institutions struggle with: creating a seamless and effective ticketing experience online.

We’ve all been there. You hit a website to grab tickets, and you’re hit with three pop-ups, five unnecessary fields, and zero idea what you’re even buying. That’s a problem.

So let’s break down how we helped the Museum of the African Diaspora (MoAD) in San Francisco solve this exact issue with a ticketing page that’s simple, functional, and most importantly — converts.

Start With Simplicity

The number one thing to keep in mind when designing a ticketing experience is this: keep it simple. Too many steps, hidden fees, or confusing layouts? People bounce.

For MoAD, we built the site in Webflow from top to bottom and integrated third-party ticketing software to streamline the checkout. Our goal was to make it ridiculously easy for someone to land on the site, click a few times, and walk away with their tickets in hand.

Here’s what that looks like in action:

• Step 1: Click "Tickets" in the nav.
• Step 2: Choose your admission.
• Step 3: Enter your info and check out.
  
  

That’s it. No fluff, no signup required, no guesswork.

Optimize the Fold (Before Users Even Scroll)

Right when someone lands on the homepage, they should know what your space is about and what they can do next. With MoAD, we used a looping background video — short and visually engaging — that gives a quick look into the museum and its vibe.

Above the fold, users can already take action: view events, learn more, or — yep — get tickets. They don’t even need to scroll.

Design With Conversion in Mind

We took a deep dive into UI/UX and made sure we focused on a few key elements that drive conversions:

• Reduced form fields: Nobody wants to fill out a 10-question survey just to buy a ticket.
• Guest checkout: You shouldn’t have to create an account to attend an exhibit.
• Express payment options: Google Pay, Apple Pay, PayPal — all integrated to make the process faster.
  Clear calls to action: “Get Tickets” appears throughout the site, so users always know where to go next.
  
  

It’s all about reducing friction — and the results show.

Build Trust Through Transparency

One of the worst things a ticketing page can do is surprise users with hidden fees or unclear pricing. That kills trust.

On the MoAD site, we show the total price up front — no games. Big, bold buttons lead you through the checkout. And just in case you’re wondering what’s coming up, we added an Exhibition Calendar that’s filtered by Past, Current, and Upcoming. Super clean, super easy to navigate.

And it’s all powered by Webflow CMS, so the content auto-updates based on the exhibit dates. No manual work. Just smooth automation.

Mobile-Friendly Is Non-Negotiable

Most people are hitting your site from their phone. So if it doesn’t load fast and look clean on mobile? You’re losing sales.

The mobile version of the MoAD site maintains that looping video and simplifies navigation with a drop-down menu. Everything’s left-aligned for accessibility, and form fields are optimized for thumb-friendly use.

The Results? Big Wins All Around

With this new setup, here’s what we’ve seen:

• Higher conversion rates
• Lower abandoned carts
• Increased mobile purchases
• Happier visitors overall
  
  

Bottom line: a frictionless experience equals more sales and better customer satisfaction.

I hope this breakdown helped you think through your own ticketing flow — whether you’re working with a museum, a gallery, or any event-driven business.

Until next time — peace ✌🏾

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