On Sunday (19th November), I found myself in two queues. One for the greatest music festival on the planet and the other for a festively decorated handmade keepsake ghost.
The Trauma Of Trying To Get A Ticket To Glastonbury Festival
The first will be quite well-known for those who enjoy music festivals. I set my alarm for 8am, opened my laptop and set two different browsers to open at the Glastonbury tickets page hosted by SeeTickets, then did the same with my mobile phone. After washing my face and brewing a pot of coffee, I checked in with the various individuals and groups on social media doing exactly the same thing. Some with several more devices, but all with the same intention, getting through to the payment page to book a Glastonbury ticket.
The Odds Are Not In Your Favour
The premise is quite simple and ardently follows the principles of supply and demand yet with such a prize on offer the experience is renowned for its inherent disappointment and anxiety-ridden trauma. There are only 210,000 tickets available and with around two and a half million trying to get tickets, that leaves the chances down to around 10% of securing a ticket. Then come the logistics. Each individual is allowed to buy six tickets in total for themselves and five of their mates, as long as they’re registered with Glastonbury Festival.
Disappearing Registrations
Even getting registered successfully proved to be too much for SeeTickets as numerous reports came in that details had expired. In effect, registrations had disappeared and the online sale was delayed for two weeks while the system was looked at.
Increasing Your Chances
If you did manage to successfully register your details, you could add them to a spreadsheet with the details of others to form a group. The more groups you are in, the higher your chances of getting a ticket.
Let’s say you are in a group with two others. You’ve tripled your chances of getting a ticket compared with trying on your own. However, if you are in a group of six, those odds are halved again. Find yourself in another group and those odds are halved again in your favour.
Timeout For The Payment Page
I was in a single group with five others and waited dutifully until 9am and then clicked refresh on every page. For anyone who has tried to get Glastonbury tickets before, the sight of the holding page should be etched in their mind’s eye. They will likely see it as they sleep, as it may be all they stare at for a full hour as the clock ticks down from 20 to auto-refresh. You can click F5 as much as you like, you will likely still see the same page. Over and over again.
At 09:08, I checked my phone and the page had changed. I was through. The door was ajar. I inputted my registration number and postcode with the details of the five others in my group. Clicking confirm, the next page stated that those details were correct as the names were a confirmed match. All I needed to do now was put in my personal details and those of my card. I checked them over once as the clock was ticking down from five minutes. Content, I clicked the ‘Buy Tickets’ button and waited. And watched the clock tick down from five minutes.
I let my team know that ‘I was in’ on WhatsApp and tried to manage expectations while anxiously watching the clock. With any other payment page, you can expect a few seconds of lag as the details successfully go through. As I kept watching, the clock kept going. All the way down to zero. The page had timed out, my card had not been charged, and there was no email confirmation.
As it turns out, mine was not an isolated experience which makes you wonder why SeeTickets has failed to improve the system. Surely, it cannot all be down to demand alone? A few of those who did manage to get through to the payment page were even able to make multiple orders. Presumably on the same IP address. Whether true or not, once through to the booking complete page, one individual was able to return to secure bookings for more registered users. A simple but an effective hack and a bug that should have been elimated by SeeTickets in their testing.
Few online purchases are as traumatic as trying to secure a Glastonbury ticket yet SeeTickets refuse to make it easier which suggests that the ticketing service is quite happy to inflict pain on hundreds of thousands of customers. They will have known in advance that demand far outstretches supply so why not make it easier? Allow longer for payments to go through? Better still, allow for a lottery system like the one with The York Ghost Merchants.
The York Ghosts Experience
I was unaware of ‘York Ghosts’ until I saw them stood on a fireplace. Available in a vast array of designs and at only a couple of inches long, they are hugely collectable. Thankfully, they use a far more democratic means of distribution when they release a limited batch. You simply head to the website an hour before the sale and wait. The online system is operated by Queue Fair who boast of treating your visitors with ‘unrivalled fairness’ and I can testify to that. When the sale begins, you are allocated a number in a virtual queue. As soon as you get the number, you have a good idea of your chances of getting an order through.
Today, there were 4,000 Hanging Christmas Ghosts available. Should your number be grossly over 4,000, you can appreciate that you are likely to miss out. Come in under 4,000 and you simply have to wait for your turn. No refreshing, you can head off to make yourself a brew and watch some TV while you watch the bar scroll across the page as the queue diminishes.
In fact, the system eases the potentially huge stress which is placed on the website. As Queue Fair states, ‘When your site has more visitors than it can handle gracefully, the excess visitors are automatically sent away from your webservers to a branded online queue – it then sends visitors back to your site in first-come, first-served order at the rate that you desire.‘ Something that SeeTickets has noted for years for their popular ticket sales, but simply refuses to do anything about. They’d prefer a stressful mad scramble rather than a democratic process.
The York Ghosts Merchants site is open about why they use Queue Fair. It states that the system, ‘ensure none of our customers experience glitches regarding payments or ordering.‘ Imagine, a customer experience designed to be simple, fair, and effective.
Their website goes on to say, ‘The programme then lets a number of customers through every minute so that the website doesn’t become overloaded. If there are a small number of ghosts and a large amount of people all trying to access the shop page at the same time, you may find that your queue number is bigger than the amount of ghosts available. This will allow you to decide whether to wait it out or leave the website.‘ Compare that with spending an hour frantically hoping to get through to a payment page where you may not even be able to secure your order.
‘Once you access the shop page, we would urge you to complete your purchase quickly as you would have done before. You will have 5 minutes to complete your purchase but if the amount of ghosts is small, the people being let in after you may still be able to get a ghost before you if they are quicker or you spend time filling in details- this only applies to limited releases.’ Thankfully, once you do get through, as long as there are items left, you should be able to get one. Granted, if your number in the queue is down to single figures, it is likely a game of Fastest Fingers First.
Transparent Selling
More businesses are excelling at transparency, but not SeeTickets with its Glastonbury ticket sale. Having taken screenshots of the hallowed payment page, I wanted to ask SeeTickets what had happened? How they have a system that still fails when you are ready to make a payment. Glastonbury Festival tickets sold out within an hour and the holding page had changed.
Now it included a link for you to ‘check your order online’. Only, the link didn’t work. Later on in the day, I investigated how I could contact SeeTickets via email, yet there is no direct email address for their Customer Service. Their social media is inundated with pleas for a ballot system and similar experience to mine. No direct replies though, even their Instagram profile refuses direct messages.
How many businesses operate such a traumatic sales process and fail to give customers the right to reply? SeeTickets is aware of how problematic their system is and until they face competition from another ticket outlet it will likely remain the same year-on-year. Why allow customers the opportunity to complain when you can simply remove the avenue to create a response?
To those who got a Glastonbury ticket, or a York Ghost, consider yourselves one of the lucky few. If only SeeTickets were to read the room and try a little harder to create a far more fair and democratic system.