Majority of customers tend to buy tickets for one specific event and rarely return. It's difficult to build a sustainable relationship with buyers beyond the transaction. Without a reason to come back, the platform was missing out on repeat purchases, long-term engagement and brand loyalty.

To increase brand loyalty and retention by giving frequent attendees a reason to stay connected to the platform through exclusive benefits, partner perks, earlier access to ticket sales and a membership experience that rewards engagement in a long run.

I ran a comparative analysis of membership and loyalty programs across the MENA region and ticketing industry. The goal was to identify proven selling points and communication patterns we could adapt to our context. The analysis shaped key decisions: the structure and messaging hierarchy of the landing page, the placement and communication style of entry points throughout the platform, and the conclusion that a trial period would be the strongest conversion lever. This led us to define candidate trial lengths and run an A/B test to find the right offer for our audience.
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Beyond the entry points and landing page, we collaborated with the marketing team to develop a membership portal within the user profile. The portal surfaces weekly digests and curated event compilations featuring membership deals — giving subscribers a reason to return to the platform beyond their next ticket purchase.

Membership needed to be present at every meaningful touchpoint. We've ensured that our communication doesn't end with ticket purchase

The landing page serves as the main communication point for Plus. Here we have to introduce potential member to all the benefits and to catch on price and possible trial options which we've ran differently for random vistors as part of A/B test.