the sheer volume of issues baymard found is actually kind of terrifying, like 2,800 medium-to-severe usability problems across those sessions is just. wow. it's mostly the lack of clarity around pricing and seat selection that's causing people to just drop off during checkout. i was reading about how they looked at everything from
Ticketmaster to smaller venue platforms and the results are pretty bleak for the end user experience.
>Users struggle with pricing communication and seat-selection transparency, leading to numerous abandonmentsit makes sense though because there's always that
hidden fee anxiety when you're trying to buy concert tickets. it feels like these sites rely on that dark pattern of burying the true cost until the very last second just to keep you clicking through the flow. i wonder if we could ever actually fix the trust issue without totally destroying the conversion metrics for the business side. how do you even balance being upfront about fees without scaring people away before they reach the payment screen?
more here:
https://baymard.com/research-articles/event-ticketing-ux-research-launch