ChoralSong
ChoralSong of Colorado Springs is a performing arts organization running a full season of ticketed choral performances. Their previous agency left them waiting over a month for basic updates, concerts were not going live on time, and a five-page checkout process was quietly losing ticket sales. We fixed the core issue within 48 hours of onboarding.
A five-page checkout process and a previous agency that went quiet
ChoralSong had been working with another agency and waiting over a month for simple website updates. Concerts were not going up on time, meaning audiences were missing announcements and ticket sales windows were shrinking before anyone knew an event existed. On top of the slow turnaround, the ticket checkout process required users to click through five separate pages before completing a purchase. For audience members trying to buy on their phones or in a hurry, that friction was enough to make them leave.
A checkout flow built for the agency, not the audience
Within the first 48 hours of onboarding we completed a full site audit and identified the issues costing ChoralSong ticket sales. The problems were not subtle.
Five-step checkout process
Audience members had to navigate five separate pages to complete a ticket purchase. Each additional step was another opportunity to abandon, and mobile users were especially likely to drop off before finishing.
Concerts not publishing on time
Upcoming events were not going live until weeks after they should have been announced, shrinking the sales window for each performance and reducing overall attendance potential.
No responsive oversight from the previous agency
Update requests were sitting for over a month without action. There was no proactive monitoring, no communication rhythm, and no one watching the site between requests.
Fixed within 48 hours of onboarding
We identified the checkout issue on day one and resolved it before the end of the first week. Then we put the systems in place so nothing like it happens again.
Checkout redesign
Collapsed the five-page checkout flow into a streamlined process, removing every unnecessary step and reducing the friction between intent and purchase.
Concert publishing workflow
Established a direct update process so upcoming concerts go live on time every time. No more waiting weeks for an agency to action a simple content request.
Proactive site monitoring
Took over daily monitoring of the site so issues are identified and resolved before audience members encounter them, not after.
Ongoing maintenance partnership
ChoralSong now has a dedicated account manager with a 72-hour turnaround on all updates, monthly summaries, and regular check-ins. No ticket system, no chasing.
"Shotlist quickly identified inefficiencies in our ticket purchase process. They successfully streamlined the process to improve the user experience by eliminating unnecessary, time-consuming, and confusing steps. ChoralSong went on to have increased audience numbers for this season, including our highest attended event ever. Shotlist is like an extended part of the team that owns the website maintenance for our organization. Collin and his team are highly communicative with frequent check-ins, monthly summaries, and timely updates. We trust Shotlist to partner with us for fresh, creative solutions to meet our organizational needs."
Sandra T. — Executive Director, ChoralSong of Colorado Springs
Highest attended season on record
With the checkout friction removed and concerts publishing on time, ChoralSong saw ticket sales increase across every performance this season.
- Highest attended event in the organization's history
- Increased sales across all concerts this season
- Zero update delays since onboarding
