According to Techopedia, ?Deep linking is the process of pointing a visitor to a specific page in a website through the use of that page?s link instead of that homepage.? We all know that it is imperative to make sure your patrons get to the point of ticketing for their specific date and time on the first try. It allows visitors to get the information that they are seeking quickly rather than a list of options that might be distracting.
Deep linking minimizes the click to purchase to increase online sales, helps raise more funds and simplifies the subscription process. For example, if a visitor wants to buy a ticket for a particular show and they search for the title of the show in your area online, they will find a direct link to buy tickets for that specific show instead of clicking on a link to your main page and having to do multiple clicks to find the checkout page. (I?ve heard estimates that you lose 18% of your traffic per click ? that certainly matches our experience)
So, some informal ticketing deep link rules are:
? Always link them to a specific event purchase page
? When sending email blasts or social media, make sure you link them to a specific appropriate page on your web site (not ticketing site) and then send them to the ticketing deep link.
? Include direct links in your email signature regarding any shows you are currently promoting (rather than a link to your main homepage).
As LaMae always says???We are happy that folks get to the web site — they can land on any page they like or find. Then, it?s our job to quickly get them to where they need to be.?