When a visitor wants to buy a ticket, there are two options: redirect them to the ticketing company's website or show the purchase process embedded on your own site. This seemingly technical decision has a direct impact on conversion rate and brand experience. The data is clear: the embedded widget wins.
The redirect problem
Redirecting users to another site to complete the purchase has hidden costs.
- Friction: each additional click loses 10-20% of users
- Distrust: leaving your site raises security doubts
- Brand loss: user sees the ticketing company's brand, not yours
- Broken tracking: you lose visibility on behavior
- Mobile experience: redirects work worse on mobile
Embedded widget advantages
A sales widget integrated on your site solves all these problems.
- No friction: user doesn't leave your site
- Your brand: colors, typography, and coherent experience
- Better conversion: up to 30% more than with redirect
- Complete tracking: you see the entire funnel in your tools
- Trust: user stays on the domain they know
Implementation types
There are different ways to embed ticket sales, with different levels of integration.
- iFrame: the simplest form, inserts checkout in a frame
- Web component: more flexible, adapts better to design
- API + own frontend: total control, more development work
- Popup/modal: opens purchase without leaving current page
Brand customization
The widget should look like part of your site, not a foreign element stuck on.
- Colors: adapt the palette to your visual identity
- Typography: use your own fonts if possible
- Logo: your brand visible throughout the process
- Messages: customized texts (buttons, confirmations)
Technical considerations
Before implementing, verify these technical aspects with your provider.
- Responsive: the widget must work perfectly on mobile
- Performance: shouldn't slow down your page load
- Security: payment must be processed securely (PCI compliant)
- SEO: widget shouldn't negatively affect ranking
- Accessibility: must be usable with screen readers
Conclusion
The embedded widget is almost always the best option for selling tickets from your site. It keeps the user on your domain, reinforces your brand, and improves conversion. The implementation effort is minimal compared to the benefit. If your ticketing provider doesn't offer a good widget, maybe it's time to look for another.