Driving Swedish fans to events with tailored CRO

About the project

With conversion being held back by friction across the customer journey, Evenemangsbiljetter needed to make it easier for customers to discover the right event, choose their tickets, and complete the purchase.

With extensive experience in CRO and e-commerce, Magebit focused on the full journey from discovery to checkout and post-purchase.

The work combined UX improvements, testing, search, merchandising, analytics, and customer experience changes to remove the biggest points of friction and make the platform easier to use.

Client challenges

Growing Evenemangsbiljetter’s ticket sales meant solving several challenges:

1. Choosing a main payment system, which affected conversion and needed repeated A/B/C testing
2. A difficult ticketing niche that required in-depth competitor analysis
3. Navigation built around specific artists rather than categories, cities, and venues across thousands of events
4. A desktop-first design, despite a mostly mobile audience
5. Few convenient features for customers after buying a ticket
6. Technical SEO issues that had to be fixed before content and authority work could pay off
7. Long-tail searches, such as “rock concerts at Tele2 Arena”, that needed matching content at scale

The role of Magebit
^{Where digital magic comes to life}

For over two years, Magebit has continuously monitored and optimized the site’s conversion performance, leading the CRO program across discovery, product pages, checkout, and post-purchase.

• Technical SEO foundations
  Magebit built and ran the SEO program end to end. The first phase focused on resolving the site’s technical SEO issues, fixing the underlying problems that were holding back organic performance.
• Product page and checkout optimization
  Using clearer information architecture, nudging, and scarcity effects, Magebit improved product pages to help customers make faster purchase decisions. Through A/B/C testing, Magebit also compared payment systems, checkout variants, and on-site popups to identify the changes that reduced friction and checkout abandonment.
• Event discovery and smart search
  Magebit reworked category pages to automatically surface top artists based on event volume, while introducing smart search across artists, events, venues, cities, genres, and dates.
• Post-purchase functionality
  To improve the experience after purchase, Magebit introduced gifting, automated support flows, and a redesigned customer profile for easier ticket access.
• Mobile UX and analytics
  With a predominantly mobile audience, Magebit simplified key templates and improved the UX across the site, while fixing tracking and analytics to support more reliable CRO testing.

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