Lawrence Fey
Analyst · William Blair
Yes. So -- on the friction side, a significant number of our contacts are anxiety around where are my tickets, when do I get my tickets. And if I were to contrast where I think we can get to versus where we are, I'd point to perhaps the airlines, like everybody just knows you get your boarding pass 24 hours before you're going to have to download the United app to get it. And as a result, I don't think people freak out when 3 days before the flight, they don't have their boarding pass. And I give them credit for having made that expectation clear and consistently enforced. I'm sure they get some for first-time flyers, where is my ticket, but as a general user base, I think people are very familiar with how and when to receive their ticket. For numerous reasons, I think our space has some unique complications around how to get tickets fulfilled when they're fulfilled, the need to sometimes download a second half, usually Ticketmaster to get those tickets, which just introduces all of the baseline plus some incremental customer anxiety. And so through better messaging, better follow-up, better verification and validation that people when the tickets are sent have downloaded them, that they can locate them right away, do that as quickly as possible to avoid the need for a panic follow-up 8 minutes before the show starts, at which point things can get out of hand quickly. And that would be like the thematic focus, right, get people the tickets in a quick, efficient, stress-free way with as much distance from the event start as possible. On the customer funnel, multidimensional in terms of what we've been pushing through. But the way we've come at it, almost think of starting at the end of the funnel and moving our way backwards. So our thought was if you have a leaky bucket, if you press buy and for whatever reason the transaction doesn't go through, your authorization rates aren't correct. You've got -- I mistype the ZIP code, but we don't tell you that you mistype the ZIP code, you just give up a lot of frustration. What you do before you get to that point, kind of move, you need the end of the funnel to be tight. And then the next step is your checkout process. And before that, you use your seat maps to select your listings. And before that, you use a performer or venue pages to figure out which event or which day you want to select. So that's kind of the end to beginning path. A lot of improvements on the payment and authorization front that have been flowing through the numbers throughout the year. If folks are paying close attention, you'll see that what used to be a 4-step checkout is now one step. And now we're moving into the, call it, find the right feed at the right price space, and that will be multi-dimensional. The way we present our maps, the inventory we show, the way we score it, all of that is being refreshed in real-time. And then we'll turn attention to the preceding step. If you land on, let's say, you want to go to a show at the Sphere. Well, there's the everyday Wizard of Oz option, there's going to be Rocky Horror. There's also the one-off concerts. And there's a lot -- if you say I want to go to the Sphere to consume and how do you most thoughtfully and efficiently present those choices to get customers to the proper next step. We look forward to, call it, sometime in Q1 be able to step back and say we completed the end-to-end product rebuild. So it's in flight. The analogy we're using on our side is a home renovation, where you have an old house, you redo the kitchen. When you finish the kitchen, you now have an old house with the new kitchen. Then you do the bathroom, then you do the family room, at some point, you have a new house. And so we're in the middle of that journey and excited to kind of hit that tipping point during Q1.