The ultimate on-sale checklist

The moment your tickets go on sale is make or break. All your planning comes down to this launch. Get it right and you'll see a surge of early sales that sets the tone for the whole campaign. Get it wrong and you'll spend weeks playing catch-up.

The difference usually comes down to preparation. You can't control every variable once you go live, but you can control how ready you are. This checklist covers everything to have in place before you hit go live.

01 Your event page is compelling and complete

Your event page is your digital storefront. It's where first impressions are made and buying decisions happen, so make sure it tells a story that makes people want to be there.

A clear headline that communicates your event's value
High-quality visuals that show the experience
Full details: date, time, location, duration and programme highlights
What's included in the ticket price
Social proof, such as testimonials or notable names
FAQs that answer common questions and objections

Write about benefits, not just features. Explain why people should care and what they will get out of it.

02 Strategic ticket types drive revenue

Smart pricing is more than one price and hope. Multiple ticket types serve different audiences and lift revenue.

Early bird tickets with real value beyond a discount
General admission as your standard offer
VIP experiences with priority access, premium seats or meet-and-greets
Group rates to encourage bulk purchases
Student or concession rates to widen access

Each ticket type should have a clear reason to exist. If buyers can't tell the difference in ten seconds, simplify.

03 A frictionless checkout

A complicated checkout kills conversion. Even motivated buyers abandon if it is confusing, slow or broken on their device.

Mobile first: most people browse and buy on their phones
As few steps as possible to complete a purchase
Multiple payment methods, including cards and digital wallets
Fast loading on every browser
Clear refund policies and security signals to build trust
Test the full purchase, several times, before launch

04 Email sequences ready to deploy

Email is still one of the most effective channels for events, if you use it strategically. Write and schedule your sequences before launch so momentum never drops.

Launch announcement to your existing database
Follow-ups for people who showed interest but did not buy
Social proof and behind-the-scenes campaigns
Urgency messages as key deadlines approach
Last-chance reminders in the final days

Segment where you can: past attendees need different messages from first-timers.

05 A social media content plan

Social can drive serious sales, but not from the occasional post. Plan content that keeps you visible throughout the campaign.

Visuals sized for each platform
Video of artists, the venue or previous editions
Behind-the-scenes content that builds excitement
Clear calls to action pointing to your ticket page
Posts that invite sharing and user-generated content

06 Partners and collaborators briefed

Sponsors, venues, artists and partners can amplify your launch, but only if they are briefed and equipped.

Promotional materials and key messages sent to every partner
Launch timing and each partner's role agreed
Suggested social posts for artists and partners
Tracking links set up for partner-driven sales

07 Analytics and tracking in place

You can't optimise what you don't measure. Set up tracking before launch so every decision is based on data.

Ticket sales by source: email, social, direct and paid
Website traffic and conversion rates
Email open and click-through rates
Cost per acquisition for paid campaigns

Zicket provides built-in analytics and reporting, so you can monitor performance without separate tracking systems.

08 Budget allocated and campaigns ready

Having a budget is one thing; having it allocated and ready to go is another. Set up paid campaigns before launch so they switch on with your on-sale.

Paid social for targeting and retargeting
Search to capture people actively looking
Email and automation tools
Content creation for the whole campaign
Influencer and partner collaborations

Many successful organisers reinvest early ticket revenue into marketing to build momentum.

The power of preparation

The best launches don't happen by accident. Work through this list before your tickets go on sale and you give yourself a stronger launch, and a better event. Your launch is the start of the campaign, not the end of the preparation.

The ultimate on-sale checklist: everything you need before your event goes live.