Ticket sales – how to create and sell tickets for your event

Ticket sales for events means that you create, sell and deliver tickets digitally: the participant buys and pays online, gets their ticket with a QR code on their phone and is checked in at the entrance. With the right tools you handle the whole chain from sales to check-in in one place.

Selling tickets for events does not have to be complicated. With the right preparation and tools, the process becomes both simple and efficient. Here you get a practical guide to planning and carrying out your ticket sales step by step, whether you are organizing a conference, a seminar or a cultural event.

Free tickets? Whether you charge or not, event tickets help you get control over the number of participants and check-in. A ticketing system also gives a clear structure for how you handle logistics, entry and communication before and during the event.

Plan your ticket sales

Calculate the number of event tickets

Think through the venue's capacity, the type of event and the size of the target audience. Look at previous attendance if you have organized similar events. Decide whether to have a cap or to keep sales open on an ongoing basis.

Choose ticket types and pricing

Different target audiences have different needs. By offering, for example, standard, premium and early bird tickets, you increase the chance of reaching more people. Early bird creates an incentive to buy early, while premium tickets can include extra experiences, such as a reserved seat, an exclusive talk or access to a VIP area. Remember that the pricing should reflect the value you offer.

Optimize the event's landing page

Create a clear and accessible landing page

Your ticket sales page is the hub. Make sure it contains:

• Date, time and venue
• Clear price levels and what is included in each ticket
• How the tickets are delivered (digitally, by email etc.)
• Which payment options are available
• Contact details for questions

Simplify purchase and payment

Offer several payment methods such as Swish, card, Klarna and invoice. The easier it is to pay, the more people complete their purchase. Feel free to show logos for the payment methods and use a secure payment solution with an SSL certificate.

Make the page shareable

Add share buttons for social media and email. It makes it easier for participants to invite friends or colleagues. A tip is to include a ready-made post or a visual banner that the participant can easily spread.

Think mobile first

Many visitors come to your landing page on their phones. Make sure the page loads quickly, is easy to navigate and that the purchase experience works smoothly on smaller screens too.

Make it easy for the participants

Digital tickets right on the phone

Create tickets that can easily be shown on a phone and scanned at the entrance. It improves the flow at check-in and reduces the administration. Digital tickets are also better for the environment and easier to handle than paper tickets.

Smooth check-in and a FOMO effect

Use digital check-in and give the participants the option to show their attendance on social media. It creates visibility and can lead to more last-minute purchases. A popular feature is to automatically send a personal QR code right after the ticket purchase.

A design that reflects your event

A well-designed ticket strengthens your brand. Include the logo, event name, colors and typography that match your visual identity.

Inform clearly

Clarify what applies at the entrance, for example: “show your ticket on your phone”, “have your QR code ready” or “arrive in good time”. It reduces stress and increases the sense of security for your guests.

Follow up and analyze

Communicate before, during and after

Send automated reminders, thank-you emails and follow-up surveys. A preparatory email can contain practical information, directions, contact details and any changes. Afterward you can ask for feedback and offer priority access to the next event.

Measure the right things

Decide in advance what you want to measure: the number of tickets sold? The share of returning visitors? The return per ticket? Having clear goals makes it easier to follow up what worked.

Use the data from the ticket sales

Information such as the time of purchase, ticket category, number of tickets and geographical spread gives valuable insights. Analyze which campaigns drove the most purchases, when the tickets were sold and which type of ticket sold best. This data helps you plan and improve future events.

Ticketing systems for events: this is what they should handle

A ticketing system should make it easy for the visitor to buy and easy for you to keep things in order. These are the features to look for when you compare.

Payment methods visitors are used to: in Sweden that means Swish and cards, and invoices when companies buy.

Purchases that work on phones: most people buy tickets from their phones, often straight from the invitation.

A limited number of tickets: sales should close when it is sold out or when the last day has passed.

An immediate confirmation: the buyer should get their confirmation automatically, without you doing anything.

A participant list in real time: you should be able to see who has bought, and export the list.

Reminders: by email or SMS before the event, so that more people come.

Check-in on site: a way to tick off visitors at the door.

Clear fees: ask what the system costs per month, per ticket and per payment, so that you can do the math for your own event.

If you want to compare several systems side by side, there is our comparison of event tools.

Ticket sales in practice: with the help of Paloma

Paloma offers a Swedish tool for handling events and ticket sales. With Paloma Event you create tickets, build landing pages that sell, send invitations and follow up participants, all from one and the same platform. You get an overview of revenue, audience flows and check-ins, with reliable personal support and a high GDPR standard as the foundation.

Paloma is especially popular among communicators, information officers and marketing managers in the public sector and small to medium-sized companies. Thanks to the simplicity of the tool, you do not need to be an expert to succeed, and you always have access to our support if you get stuck.

Learn how to create successful corporate events in our guide

Create your event right away with our event tool

Frequently asked questions about ticket sales