6 Things Patrons Expect From Your Organization’s Digital Experience

As a creator or theatremaker, you’ve likely noticed that audience expectations have shifted a great deal over the last few years. Today’s performing arts patrons judge organizations not just by the quality of their shows, but by the ease and polish of their digital experience – meaning that you’re making an impression, good or bad, before folks even walk through your doors.

So, how do you reconcile with this information? Well, a seamless, engaging online presence can make the difference between a first-time (and never again) visitor and a lifelong supporter. Here are six components that audiences are looking for in their digital experience with your organization, and how you can deliver them with On The Stage.

1. Clear, Consistent Branding Across Every Touchpoint

Inconsistent branding of your theatre, no matter how innocuous, can confuse your patrons and inadvertently erode trust. If your show site, ticketing pages, emails, social media content, and even in-person experiences feel disconnected, audiences may question your professionalism and hesitate to purchase tickets again.

To build confidence in your audience and secure repeat customers, ensure cohesion across every touchpoint of your organization, from the colors and fonts on your website to the tone of your emails and the signage in your lobby.

If you aren’t a pro with consistent branding, fear not. On The Stage helps performing arts organizations like yours maintain that cohesive identity seamlessly. Our branding guides and webinars within our Resource Library give creatives the tools they need to create a unified look and feel across all platforms.

Beyond branding, we also offer social media integrations that streamline your processes, fuel targeted marketing efforts, and connect your social media accounts and email marketing tools. After all, with deeper insights, more automation, and cross-platform access, you can better understand your patrons and create enticing marketing campaigns that convert and drive sales. Alongside, our custom show site builder makes it easy to keep communications polished and professional. Win-win-win!

2. A Fast, Frictionless Ticketing Experience

Nothing frustrates a patron more than a slow or confusing ticketing check-out. Drop-offs and cart abandonments happen when a checkout is clunky, mobile-unfriendly, requires too many steps, or only accepts certain forms of payment. Today, patrons want – or rather, expect – a fast, seamless ticket purchase, whether they’re on a desktop, tablet, or cell phone.

To break things down further, here are some key features that modern audiences expect, and that you should be enacting:

• Mobile-first design for easy access from any device
• Simple, intuitive seat selection with real-time updates
• Quick checkouts with minimal clicks and questions
• Acceptance of multiple forms of payment
• Clear pricing and multiple seating options

Luckily for you, On The Stage’s dynamic ticketing platform delivers all of the above and more. From mobile-friendly interfaces to a streamlined checkout and real-time seat selection updates, OTS makes the ticket-buying process smooth and stress-free, reducing drop-offs and increasing conversions.

3. Personalized, Relevant Communication

Generic emails are easy to ignore and even easier to delete. Audiences today expect communications that are tailored to their specific interests, as this makes it more likely for them to open, read, and act upon a message.

But sometimes, tailored messaging isn’t enough; clean design, relevant updates, reminders, and curated content enhance the patron experience to the fullest. For example, an email highlighting upcoming shows in a patron’s favorite genre or alerting a subscriber when tickets are low can significantly improve engagement and increase conversions.

On The Stage provides ample resources to help you create these personalized campaigns. Our downloadable Email Marketing Guide offers best practices for audience segmentation, catchy subject lines, and the art of perfectly timing your messaging. The built-in email builder and automation tools also make it easy to send tailored communications without overwhelming your staff, allowing you to focus on what matters: your show!

4. Consistent Updates

Nothing is more annoying to anyone – especially loyal patrons – than missing out on important information, whether it’s a last-minute schedule change or the first announcement of a show they really wanted to see. Performing arts organizations often struggle to keep up with these communications on top of their millions of other priorities, making audience members feel “out of the loop.”

That’s why automated emails are essential – from ticket purchase confirmations to cart abandonment reminders, show announcements, and other automated comms that ensure patrons stay informed without requiring extra manpower in your marketing department. On The Stage’s platform allows you to set these communications up quickly and seamlessly, helping increase ticket sales and reduce confusion in one fell swoop.

After all, when patrons feel informed and cared for, they’re more likely to trust your organization and engage with your offerings again and again. What more could you want?

5. Easy Access to Essential Information

Impatience is part of the collective consciousness these days – and when patrons want answers, they want them fast. That said, if they have to dig through multiple pages on your website, a bunch of spam emails, or a confusing platform to find showtimes, parking info, or accessibility details, they may abandon their plans altogether and go with another entertainment option. The horror!

That said, your website should be easy to navigate, with clear menus, prominent search functions, and an intuitive design, whether on desktop or mobile. Social media channels, then, can serve as additional touchpoints for updates and engagement. Even better, a digital wallet or seamless payment system also improves the experience by reducing friction at checkout – helping with our aforementioned impatience problem!

On The Stage supports the expectation for “answers now” by providing integrated solutions that make information accessible as quickly as possible. By prioritizing convenience, your organization makes it simple for audiences to get the details they need, and, more importantly, take the next step: whether that’s buying tickets, donating, or joining a membership program.

6. Opportunities Beyond the Ticket

Today’s excited patrons don’t just want to come to your theatre and watch a show – they want to find new and innovative ways to participate and engage in your theatre and support an organization they care about. So – make sure you’re giving them those opportunities! Consider offering add-ons like merchandise, VIP experiences, donation opportunities, or even subscription packages to allow passionate patrons to support you even further.

On The Stage enables theatres and performing arts groups to offer these extras seamlessly during the ticketing process, creating additional revenue streams, increasing the Average Order Value, and forming stronger connections with patrons.

How On The Stage Can Help

It’s abundantly clear that modern patrons expect great performances … alongside an effortless, engaging digital experience. Clear branding, seamless ticketing, personalized communication, consistent updates, accessible information, and opportunities beyond the ticket are all part of meeting those expectations.

On The Stage can be your partner in elevating your organization’s digital experience and accomplishing all of the above and more. With tools for branding, email marketing, automation, and add-ons, your organization can deliver the polished, professional online experience your patrons deserve. If you’re ready to get started, book a personalized demo with On The Stage today.