How do you sell tickets online? (Step by step)

You have a great idea for an event. The venue is booked, the date is set, and now you just need the guests. But how do you actually sell the tickets in a way that looks professional, turns visitors into buyers, and doesn't cost you a fortune in fees?

In this guide, we go through exactly how to set up your ticket sales from scratch. Whether you're organizing a high school party for 800 young people, an intimate talk for 50 people or a local soccer tournament.

1. Drop the MobilePay Box and the Excel sheets

Many new organizers make the mistake of starting their ticket sales with a MobilePay Box and a manual Excel sheet. It may seem easy for the first 10 tickets, but it quickly becomes a nightmare.

• Manual work: You have to manually check whether a name on MobilePay matches a sign-up.
• No receipt: The guest doesn't automatically get a nice ticket with a QR code.
• Poor first impression: It looks unprofessional to your guests.
• Chaos at the door: You can't scan people in quickly, but have to look for names on a printed list in the dark.

2. Choose the right ticketing platform

When you sell tickets online, you need a ticketing system. A ticketing system works as your digital webshop. It handles payment (Apple Pay, card, MobilePay online), sends out the tickets automatically and gives you an app for scanning at the door.

What should you look for in a system?

The market is big, but here are the 3 most important things to make sure of before you choose:

• Who owns the data? Make sure you get access to your guests' emails, so you can invite them again next year. Some big portals keep the data for themselves.
• When is the money paid out? Some systems hold your money until weeks after the event is over. Choose a system (such as Ticketo with Stripe) where the money reaches you as you go.
• What is the fee? Some platforms take up to 8% in hidden service fees. Look for transparent pricing.

3. Create your event page (your digital storefront)

Your event page is where the sales happen. It's where people land when they click your link on Facebook or Instagram. The page needs to answer all of the guest's questions in a few seconds.

An event page that converts always includes:

• A strong cover image: Images sell. Use a high-resolution image that shows the atmosphere from previous events.
• Clear location and time: It needs to be at the top. Write both when the doors open and when the program starts.
• A "hook" in the description: Don't start with practical info. Start with: "Experience an unforgettable evening with..." and let the practical info come at the end.

4. Strategy for ticket types

Working with different ticket types is a huge advantage. It creates a feeling of "Fear Of Missing Out" (FOMO) and rewards those who buy early.

Consider creating these three ticket types in your system:

• Early Bird (cheapest): Release e.g. 50 tickets at 20% off. It gives your ticket sales a starting boost and creates social proof.
• Standard ticket: The regular price, which applies right up until the event starts.
• VIP / Fast Track (most expensive): Sell a ticket that includes skipping the line, a free drink or a front-row seat.

5. Share your link and start marketing

Your ticketing system won't do the work for you. You have to create the traffic. Once your page is live, you get a unique link (e.g. ticketo.dk/event/your-event).

This link should be placed strategically everywhere your audience spends time:

• Facebook event: Create a Facebook event and put the Ticketo link in the "Find tickets" field.
• Link in bio: Put the link in your Instagram and TikTok bio.
• Newsletter: Send an email to your existing network.
• Print media: Generate a QR code that points directly to your Ticketo page, and print it on posters and flyers in the local area.

6. Scanning at the door on the day

When the day finally comes, the entrance needs to run smoothly. The guests have received their tickets by email with a QR code.

With a modern ticketing system, you don't need to buy expensive, heavy scanners. You just open the organizer dashboard on your (or your volunteers') smartphone, tap "Scan tickets", and the phone uses its built-in camera to approve guests lightning fast and make sure no ticket is used twice.