In a context where spectators are increasingly attentive to the flexibility of their purchases, ticketing insurance is emerging as a strategic lever for ticketing platforms. It meets a dual requirement: removing barriers to purchase and to reinforce customer satisfaction, while providing real business value.
A clear observation: uncertainty holds back ticket purchases.
Whether it's a concert, a festival, a show or a sporting event, spectators are often reluctant to buy tickets in advance. Unforeseen circumstances - illness, business travel, transportation problems - are just some of the reasons why buyers may abandon their carts.
This fear of cancellation leads to :
- A drop in conversion rates and an increase in cart abandonment on platforms. According to Gitnux45% of spectators prefer to buy refundable tickets.
- An increase in last-minute purchases. In 2024, 57% of tickets were purchased a week or less before the event date(Eventbrite). This "last minute" behavior underlines the extent to which this perceived risk influences and postpones the purchasing decision
- The frustration of spectators who associate their bad experience with the ticket resale site.
Ticketing insurance: a conversion lever
Offering ticketing insurance integrated into the platform immediately removes these psychological barriers.
By offering the possibility of being refunded in the event of unforeseen circumstances, buyers feel confident and validate their carts more easily. According to a study published on PYMNTS, adding a flexible refund option at checkout increases conversion by an average of +8%.
For the platform, the benefits are manifold:
- Reducing cart abandonment: insurance acts as a purchase facilitator
- Increased conversion rate: viewers are more likely to buy in advance
- Fluid user experience: coverage is offered directly during the purchase process, rather than afterwards
Tangible business benefits for ticketing platforms
Integrating a ticketing insurance solution doesn't just benefit spectators: it's a real asset for platforms. In fact, a study by the Narvar Group shows that 96% of customers will buy from a brand that offers an "easy or very easy" return or refund policy. Transposed to the ticketing sector, this promise strengthens customer satisfaction and loyalty.
In concrete terms, this means :
- Fewer direct claims, as the insurer takes care of cancellation cases, relieving the burden on customer service
- Enhanced customer satisfaction and loyalty: a viewer who receives a prompt refund is a viewer who will return and buy from the platform again
- Enhancing the value of the platform: offering such an option demonstrates particular attention to the comfort and peace of mind of buyers.
Ticketing platform insurance: a strategic investment
In a fiercely competitive market, differentiating a ticketing platform is no longer based solely on site ergonomics, price or the breadth of the catalog. The real added value comes from additional services that reassure, streamline the purchasing process and build loyalty among spectators.
By integrating ticketing insurance, platforms transform a major sticking point - the fear of losing money in the event of unforeseen circumstances - into a tangible competitive advantage:
- Hesitant viewers validate their purchase
- Ticket sales increase without risk or additional cost
- The insurance takes care of the reimbursements, freeing up the customer service department for claims and reimbursements.
Far from being a simple option, ticketing platform insurance becomes a strategic lever for conversion, satisfaction and loyalty.
Neat: a strategic partner for ticket outlets
Neat supports ticketing platforms in integrating insurance solutions tailored to their needs and those of their spectators. And for players using Shopify, our solution is available and fast.
Ticketing insurance is no longer an optional extra: it's a strategic asset for securing revenues and building a relationship of trust with spectators. Get Neat!
