Many event organisers assume fewer distractions mean higher ticket sales. Sounds logical, but the data says otherwise.

A simple ticket link may feel safer, but in practice, the conversion rate is surprisingly low, averaging around 10%. In other words, only one out of every ten visitors who click actually ends up buying a ticket.

We’ve found that the key to higher conversion isn’t removing distractions, it’s increasing motivation. Think about it from a visitor’s perspective: Do you really abandon plans for a festival just because you have to fill in an extra field? Probably not. What stops you is doubt. You see the price and think: “Hmm, maybe later.”

The solution is to remove that doubt, and the best way to do that is through social context – call it hype, FOMO, excitement, or simply social proof. After thousands of events and hundreds of thousands of visitors, we’ve seen it work consistently.

Here are three key metrics that prove why a social event page on BASH outperforms a traditional ticket link.

All analyses are based on data from all public, paid events on BASH throughout 2025.

Metric #1: 19% conversion from first-time visitors to ticket buyers

A BASH event page has an average conversion rate of 19%, nearly double that of traditional ticket links.

Why?

• Social proof: Visitors instantly see who else is attending, motivating them to join in.

• Context and excitement: Photos, videos, line-ups, and regular updates bring your event to life.

• No extra steps: Crucially, ticket purchases happen directly on the same page—no extra clicks, no extra hesitation.

Visitors buy tickets sooner because the page directly addresses why people want to attend in the first place: they see it’s going to be fun, know who’s going, and feel the need to be there.

Metric #2: Visitors return to your event page 2 to 8 times on average

An event page isn’t static. On average, visitors revisit the same page between two and eight times before the event takes place.

Why?

• Centralised information: All essential details – updates, location, ticket releases, and practical information – are live on one page.

• Fresh content: Regular updates from organisers keep visitors returning.

• Social dynamic: Visitors revisit to check who else is attending or to easily share the event with friends.

Every repeat visit increases the chance that visitors will share your event or buy tickets if they haven’t already.

Metric #3: 50% of visitors actively share your event page

Perhaps most importantly, half of all visitors actively share the event page with friends. This rarely happens with a standard ticket link (at best, people might share a screenshot from Instagram).

Why?

• Everything in one place: Details, atmosphere, and tickets make the page perfect for sharing.

• Simple nudges: Visitors are actively encouraged to share the page.

• Ambassador programmes: Visitors can even be rewarded for sharing the event page on their social channels.

The difference is significant: your audience spreads your event more effectively, without any extra promotional budget or advertising.

Bonus: Building your audience long-term

The benefits don’t stop at selling one event. For your next edition, you can send exclusive invitations directly to past visitors. No cold advertising, no mass mailings, just direct contact with an audience that naturally returns.

This makes each subsequent event easier to sell out.

Why this matters (and what it means for you)

An event page outperforms a simple ticket link because it aligns with why people really attend events—not because there’s one fewer click, but because it creates excitement, hype, and engagement.

Give it a try. Replace your ticket link with a social event page.