What 4,000 Events Taught Us About What Really Matters

Why do 35% of event seats stay empty?

After hosting nearly 4,000 events—conferences, workshops, concerts, community gatherings, you name it—we've learned something the industry doesn't want to admit:

Empty seats aren't a reach problem. They're an experience problem.

The Platform Listing Myth

Here's the most dangerous assumption organizers make today: "If I list my event on the biggest platform—the one with the most registered ticket buyers—people will buy tickets."

They won't.

Think about the math for a second. Even if a platform has millions of registered ticket buyers, only a tiny fraction are potentially interested in your event. They need to be in your location. Interested in your genre. Available on your date. And then—after all that filtering—the platform still needs to convince them to choose your event over dozens of competing options.

But here's the real kicker: platforms actively show competing events on your event page. Seriously. Look at the bottom of any major ticketing platform—there's a "You may also be interested in" section promoting other events to the same ticket buyer. They're literally advertising your competition to people already looking at your event.

Don't get us wrong—access to a large audience is valuable. But reach is just the starting point, not the finish line. What happens after someone discovers your event? That's what determines whether seats fill or stay empty.

Every week, we see organizers pay platform fees, complete their listing, and wait for the "marketplace effect" to work its magic.

It doesn't.

The platform takes your money and your attendee data, but you still do all the work to drive people there. You're still posting on social, sending emails, reaching out to your network.

The uncomfortable truth? These platforms have conditioned organizers to believe reach equals results. It doesn't.

Where You Actually Lose People

After 4,000 events, we've pinpointed the exact moments where potential attendees drop off. And here's the thing: it's not because they don't know about your event. It's because nothing in the journey gives them a reason to commit.

Lackluster Pages

Your event listing looks like every other listing. You know the ones—same template, minimal info, nothing that makes anyone actually excited. There's no story about why this event matters or what makes it different from the dozen other options staring them in the face.

No Social Proof

People can't see who else is attending. There's no buzz, no excitement, no FOMO. They're making a decision in a vacuum with zero sense that this is going to be the place to be. And here's what we've learned: when people see others signing up, they want in. Without that visibility? Conversions tank.

Competing Distractions

The same platform showing your event is simultaneously showing dozens of others. Get this: 1 in 3 people thinking about attending a live event don't know which one to choose. They're browsing, comparing, getting distracted. Your event becomes just another listing in the noise—often with ads for competing events right there on your own page.

Forced Logins and Surprise Fees

Okay, they've decided. They're ready to buy. They click register and—wait, now they need to create an account? Another password to remember, another form to fill out. You know what happens next: a lot of people just... don't.

If they make it past that hurdle, then comes the sticker shock. The ticket price they saw jumps with service fees, processing fees, request for donations, unexpected charges they never saw coming. 41% of cart abandonments happen because of surprise fees. People feel tricked. And they leave.

And if they somehow make it through all of that and actually buy a ticket? Radio silence. No follow-up, no community building, no reason to feel excited about showing up. After the event? Still nothing.

What Actually Matters

No wonder 35% of seats stay empty.

A few years ago, we had a hypothesis: what if people don't skip events because they don't know about them—they skip because nothing in the journey gives them a reason to commit?

What if every single touchpoint—from the moment someone discovers your event to long after they leave—was designed to delight them, engage them, make them feel like they're part of something?

We tested it. Across 4,000 events.

Events built around the complete attendee experience consistently achieve double the industry average in conversion rates.

Not through bigger ad budgets. Not through aggressive tactics. Through delight.

From Save the Date to Final Applause

Here's what actually moves the needle:

Pages That Excite

Instead of transactional listings, create pages that tell a story. Show what makes this event special. Use compelling visuals that make people stop scrolling. Build anticipation. Make them think, "I need to be there."

Pre-Event Buzz and Social Proof

Let people see who else is attending. Create an attendee wall where registered attendees can leave messages, share what they're excited about. Build FOMO. This is the magic ingredient—when people see others getting excited and signing up, they don't want to miss out. This single feature drives more conversions than almost anything else we've tested.

No Ads or Forced Logins

Don't bombard people with competing event ads while they're trying to learn about yours. Don't force them to create an account before they can register. Just... don't. Remove the friction. Remove the distractions. Make it easy to say yes.

Transparent Pricing

Show the real price upfront. All of it. No surprises at checkout. When people know what they're paying from the start, they're far more likely to complete the purchase. This alone can recover that 41% you're losing to surprise fees.

Meaningful Follow-Up

Don't let people forget they registered. Share updates. Connect attendees with each other before they even arrive. Build momentum. And after the event? Keep the conversation going. Turn one-time attendees into community members who come back for your next event.

Own Your Attendee Relationships

Stop renting your audience from platforms that keep your data. Build direct relationships. Send them emails they actually want to read. Nurture the connection. This is what enables the community building and repeat attendance that actually fills seats again and again.

Every touchpoint matters. From save the date to final applause—and everything after.

What the Data Also Revealed

Beyond the journey itself, analyzing 4,000 events revealed some patterns that surprised us. These work regardless of what platform you're using:

Real Photos of People Outsell Artwork

Events featuring actual photos of speakers, artists, presenters, moderators, even the organizing team, consistently sold better than those using designed graphics or illustrations. (Except one where the stunning artwork is personally created by the main presenter himself.) Like, significantly better. People connect with people. Show faces. Show your speakers in action. Share candid shots from past events. Even photos that attendees share in conversations add authenticity that polished designs just can't match. Artwork is perfect for background banners though.

Promo Videos Drive Conversions

Events with video content on their pages sold out noticeably faster than those with just text and images. We're talking about a 60-90 second video showing what attendees can expect, featuring clips from past events, or hearing from speakers. Video creates emotional connection that static content simply can't replicate.

Higher-Priced Tickets Are Selling Better

This one surprised us. Events that positioned themselves as premium experiences with higher ticket prices are consistently outselling similar events priced lower. Why? Because price signals quality. When you're asking people for their time—their most precious resource—perceived value matters more than cost. Don't undervalue your event.

These aren't features of our platform—they're patterns we observed that any organizer can act on right now.

What This Means for the Industry

Right now, the events industry is obsessed with shiny new tools. AI-powered matchmaking. VR networking lounges. Sophisticated analytics platforms.

We're tracking impressions, optimizing ad spend, celebrating "marketplace reach"—while organizers still can't fill their venues.

Look, technology matters. Tools matter. But they're solving symptoms, not the disease.

The disease is this: we've forgotten that events are about people. And people show up for experiences that matter.

After 4,000 events, we're certain of this: the future doesn't belong to organizers with the biggest marketing budgets or access to the largest platforms.

It belongs to those who understand that every touchpoint matters. Who treat attendees like community members, not transactions. Who build experiences worth showing up for. If you opt for the latest innovations, make sure the innovation is still aligned with putting people and their experinece first.

The Real Answer

Empty seats aren't a reach problem. They're an experience problem.

You don't need a massive marketplace. You don't need to spend more on ads. You need to give people a reason to actually show up—and that starts with fixing the journey from save the date to final applause.

That's what 4,000 events taught us.