How to sell event tickets on your website

How to sell event tickets on your website

by Jocelyn KeJun 22, 2023
How to sell event tickets on your website

There are hundreds of things to think about when organizing an event - and event ticketing is one of those things that should be easy to sort out. But which ticketing platform is best for your event? And why are the total fees for third-party ticketing platforms so high?

In this article, we'll guide you through selling event tickets from your website using an embedded checkout form. No technical knowledge is required as the whole process is no-code and easy to follow.

In order to sell tickets on your website, we'll cover:

  1. Ticketing platforms and fees

  2. Benefits of selling tickets on your website

  3. How to create a checkout form to sell tickets

  4. Embedding the checkout form into your site or landing page

We'll also mention the benefits of selling tickets on your website and share some tips on how to increase ticket sales. Don't miss out on the opportunity to offer a customized customer experience while saving money on fees - start selling tickets on your own website today!

Sell tickets online for your event

In today's digital era, customers are increasingly relying on online platforms such as social media, advertisements, and word-of-mouth to discover and engage with events. They expect a seamless experience, where they can easily access detailed information about the event and conveniently purchase tickets in one centralized place.

Whether your event is online, in-person, or hybrid, selling tickets and collecting payment online is crucial to the event's success. It makes so much more sense for organizers to be able to track ticket sales ahead of time and adjust marketing and promotional strategies accordingly.

As an event organizer, your options are plentiful - there are over 330 online ticketing platforms to choose from, each with its own service fees, platform fees and per-ticket commission fees. Most platforms lack transparency on the total amount of fees you or your attendees will pay, and the total fees are only clear after payouts are calculated.

Here's why the fees are so high:

Breakdown of ticketing platform fees.png

Selling event tickets on your website is one way to save money on third-party ticketing fees. If you're an event organizer who wants more control over the ticket-selling process, this guide is for you. With online ticket sales gaining momentum, it's now one of the best ways to collect payments from attendees. By selling tickets directly from your own website, you'll have complete control over the whole process, including branding, look and feel, data collection, and registration.

What types of events can be sold through your own website?

In-person, online and hybrid events can be sold. Such as concerts, festivals, conferences, online events, free events, music events, gigs, venues, classes, training, corporate events, retreats, camps, and workshops.

Should I use Eventbrite or other ticketing platforms?

It depends on whether the fees are worth the features and level of customization you need as an event organizer. In general, ticketing platforms like Eventbrite provide event organizers with a comprehensive solution to manage ticket sales, promote events and streamline operations. Eventbrite is also free for free events!

Some platforms may offer lower fees or advanced features, while others may be more user-friendly or better suited for certain types of events. We won’t be discussing the platforms in-depth here, but the most common complaint we hear is how most small event organizers don’t need 80% of features available on ticketing platforms. 

Eventbrite charges 8%, you guys charge 2%. It’s a no-brainer

Benefits of selling tickets on your website

If you're planning to sell event tickets online on a ticketing platform, you can also sell directly on your website or from a landing page! Here are some good reasons to do so:

  1. Low/no fees

The less you pay in fees, the more revenue you earn from the event. Calculating how much fees you will be paying for ticket sales is an important part of event planning and budgeting. When there are per-ticket fees and service fees, the more you sell (or the pricier it is), the more the platform takes from you.

  1. Increased traffic to your website

One of the most significant advantages is an increase in traffic to your site which would lead to greater visibility and brand awareness for your target audiences. You'll be able to track page view trends as well as engage with visitors more intimately than a stand-alone event page with a fixed template.

  1. Customizable customer experience

On a ticketing platform's event page, every event looks similar. The platform’s branding will be most prominent, making it more challenging to differentiate yourself from other event creators. Using your website lets you tailor when and where attendees see ticket sales. You get to choose if you want to place ticket sales on landing pages or specific parts of your sales funnel.

  1. Full ownership of customer data

When you sell on ticketing platforms, they tend to own the customer data for transactions conducted there. Platforms collect a lot of personal information from customers but these are not always shared with organisers. If privacy is a concern to you, or if you want to sell tickets quickly, then you can control this experience by selling directly on your own website.

Get started with event ticket sales

Now we'll get on with how to sell tickets for your event easily with a checkout form. You will need a Checkout Page account as well as admin access to your website to be able to embed the checkout form.

Step 1: Create an online ticket checkout form

Choose from ready-made templates or start from scratch by clicking on 'Create Checkout' from the dashboard. State the event name and base pricing (you can add ticket options & variants at a later stage).

Create new checkout form.png

Step 2: Add images and event details

Under the 'Product' tab, add high-quality images, and clear information about the event as it instills trust and generates interest in potential attendees. Click 'Save' to see a preview!

Add event image and details.png

Step 3: Ticket pricing & type

There are several types of tickets that Checkout Page supports:

(1) General admission (GA)

(2) Multi-day tickets

(3) Season passes /subscriptions

(4) Group/bulk

(5) VIP

(6) QR codes

Use the 'Variants' tab to add different ticket tiers and ticket types. Leave the variant price empty if there is no additional cost on top of the base price. Scroll down further to select 'Manage Stock' under settings, to toggle the stock field. Input the maximum quantity available for ticket sales for your event.

Event ticket variants.png

Step 4: Discount codes

If you offer discounts or promo codes, this is the time to include these. Under the 'Fields' tab, toggle the discount code button on:

Discount codes.png

Step 5: Online payment options

Decide which payment methods you will accept under the 'Settings' tab > Payment Methods.

Select payment methods.png

Step 6: Promote your event online and on social media

Remember to click the orange 'Save' button after each change! And when you're happy with how it looks, go ahead and share the link on social media, or embed the checkout onto a landing page or part of your website! Read on for how to embed the checkout on specific CMS and landing page builders.

Sample event checkout form.png

Sell tickets on your website with an embedded checkout

Now that your checkout is created, you can also embed it within your marketing or sales funnels anywhere on your website. We have instructions on how to embed checkouts for the following CMS and landing page builders. If your CMS is not listed or if you need help, use our live chat button to speak to us!

Sell tickets on Framer

Sell tickets on Webflow

Sell tickets on Unbounce with smart builder | Unbounce classic builder

Sell tickets on WordPress

FAQs about selling tickets on your website

How much does it cost to sell tickets on your website?

The cost of selling tickets on your website varies, depending on the platform and payment processor fees. Selling directly can save you money compared to third-party ticketing sites, as shown below:

Comparison of ticketing platform fees 1

Comparison of ticketing platform fees 2

Comparison of ticketing platform fees 3

Reference: Eventbrite fees - Ticketleap fees

How about donation-type tickets (pay-what-you-want)?

Checkout Page also allows customers to state their price on a donation basis, and pay what they want. We see some organizers using this for regular meetups, wellness sessions/groups, charity, fundraisers, and small events. Learn how to accept donation payments on your checkout form here.

Donation type tickets.png

Tickets with seating charts and time-slot events

For events that have assigned seating, checkout forms may not suffice as most do not have seating chart features available. If you're hosting a concert with seating arrangements, you might need more ticketing features that a full-service ticketing platform can provide.

Can I sell on a ticketing platform and my own website too?

Yes, this hybrid method is recommended for event organizers who want to take advantage of the event discovery and promotion features that some ticketing platforms offer.

When do I get paid for tickets?

With direct selling, you will receive your payout from the payment processor without a middleman. On average, Stripe credit card processing takes about 48-72 hours after each transaction/ticket order. Most ticketing platforms hold on to the payout, so you'll only receive payouts after a week or so.

What is Stripe and why do I need a Stripe account?

Stripe enables businesses to collect and receive payments online. If you want to sell event tickets directly on your website using Checkout Page's checkout forms, you'll need a Stripe account to get paid directly. You'll set this up when you create an account before you move on to creating a checkout form to sell tickets online.

Why Stripe? It's secure, competitively priced, and supports multiple currencies for international transactions. It's a one-time set up so don't worry if you don't have a Stripe account yet!

Tips to increase ticket sales

  1. Special offers: early bird tickets or limited-time promotions can be a great way to incentivize potential attendees and drive more ticket sales for your events

  2. Use social media and email marketing: reach more people when promoting your event across a few touch points

  3. Mobile-friendliness: event ticket sales should be easy to navigate on small screens, with detailed information about the event, location, date, and time.

  4. Fast checkout: keep the checkout process simple - the quicker it is for attendees to buy tickets, the more likely they will do so

  5. Group or referral discounts: consider offering bulk discounts. Also, word-of-mouth tends to be more effective than advertisements


Selling event tickets directly from your website can be a game-changer for your event. You not only save on ticketing fees but also create a customized experience for ticket buyers. In just a few steps, you can start selling tickets on your website and landing pages. Let us know if you need help setting this up - we're happy to hear from you about how your experience goes!

Ready to start selling? Start your free Checkout Page trial—no credit card required.

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Jocelyn Ke

Jocelyn Ke

Jocelyn is a content strategist and writer fascinated by systems thinking and the intersection of technology and human behaviour. She is passionate about empowering people and helping companies grow.

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