# Seven in ten walk away: where your ticket checkout loses buyers [Home](https://mijnevent.nl/en) / [Blog](https://mijnevent.nl/en/blog) / Seven in ten walk away: where your ticket checkout loses buyers checkout ticketing organisers pricing # Seven in ten walk away: where your ticket checkout loses buyers On average only three in ten online shoppers finish their order. With tickets, the leaks sit in predictable places: surprise fees, forced accounts, too many fields. Here is how to audit your own checkout. MijnEvent · 21 September 2026 · 7 min read ![](https://regify-mijnevent.s3.eu-central-1.amazonaws.com/blog/covers/afhakers-in-je-ticketcheckout.webp) Photo: [Vitaly Gariev](https://unsplash.com/@silverkblack?utm_source=MijnEvent&utm_medium=referral) / [Unsplash](https://unsplash.com/?utm_source=MijnEvent&utm_medium=referral) In short - According to Baymard Institute, the average documented online cart abandonment rate is 70.22%, based on 50 studies. - The biggest reason is unexpected extra costs (40%), followed by not trusting the site with payment details (19%), a forced account (18%) and a long or complicated checkout (17%). - In the Netherlands, 71% of online payments in 2025 went through iDEAL, and 41% of online purchases were made on a smartphone. - Show the full price early, don't require an account, ask only for what you need and offer the payment method people use locally, and you remove the biggest leaks. The poster looks great, the event page is live, and the link is doing the rounds in the club's group chat. People click, pick a ticket, and then something happens that never shows up in your sales figures: they stop. That is not unusual. [Baymard Institute](https://baymard.com/lists/cart-abandonment-rate), which has researched online checkouts for years, arrives at an average of **70.22% abandoned orders** across 50 studies. For every ten people who put something in their basket, about three pay. Some of those people were only browsing, and there is little you can do about that. But a good share did intend to buy and got stuck in the checkout itself. That group matters to an organiser, because those are tickets you had almost sold. # Why people drop out Baymard asked shoppers who abandoned why they did so. The five biggest reasons, leaving aside "just browsing": ReasonShareExtra costs too high (shipping, tax, fees)40%Didn't trust the site with payment details19%The site wanted me to create an account18%Checkout too long or complicated17%Website errors or crashes17%Further down are two reasons that often apply to tickets: not being able to see the total cost upfront (12%) and not enough payment methods (9%). For tickets, "delivery too slow" and "returns policy" mostly fall away. The rest applies in full. Below we go through them one by one, as questions you can ask about your own checkout. # 1. Does the buyer see the real price straight away? Unexpected costs are by far the biggest reason people leave. A €17.50 ticket that turns out to cost €19.95 on the final screen feels like a trick, even when the difference is perfectly reasonable. The problem is rarely the fee itself but the moment it appears. So show service fees from the first screen, next to the ticket type, not just before payment. That is also the safe side legally: under the [EU Consumer Rights Directive](https://eur-lex.europa.eu/eli/dir/2011/83/oj) (article 6), the total price including taxes and additional charges has to be given before someone is bound by the purchase. On MijnEvent you set service fees per ticket type (see [how service fees per ticket type work](/en/blog/service-fees-per-ticket-type)) and the buyer sees them as a separate line in the summary, with the total below. The platform fee MijnEvent charges per ticket is a fixed amount that sits with you as the organiser, not something quietly added for the visitor. If you want to pass it on, you do that yourself and visibly. # 2. Does the buyer have to create an account first? Almost one in five people who abandon do so because an account is required. For someone who visits your parade or performance once a year, making up a password is just a hurdle. On MijnEvent, a name and an email address are enough to order. If visitors want to find their tickets later, they sign in with a link in their email, no password needed. An account does exist, but only once the buyer actually has a use for it. # 3. How many fields do you really need? According to Baymard, a good checkout can manage with **12 to 14 form elements**, of which 7 or 8 are fields to fill in. The average checkout in their research shows more than 23. Every extra field is a moment for hesitation, a typo, or putting the phone down. With events, fields creep in easily. The treasurer wants an address, the board wants to know how people heard about the event, the caterer wants dietary requirements. For each field, ask: will I actually use this? And do I need it before payment, or could it come later? That second question matters. Per-attendee details, like a dietary requirement or a T-shirt size, can be collected after purchase on MijnEvent with the Attendee details module: one link per order, with reminders until everything is in. That keeps the checkout short without losing the information. And the email address, the one field that really has to be right, gets extra help: if someone types `gmial.com`, the checkout suggests `gmail.com`. If it still goes wrong, you can [change the email address on an order](/en/blog/change-the-email-address-on-an-order) afterwards and the tickets are sent again. # 4. Can the buyer pay the way they're used to? Every country has its habits. In the Netherlands, where MijnEvent is built, people pay online with iDEAL (now iDEAL | Wero), a bank-based payment method. According to the [Thuiswinkel Markt Monitor, published by the Dutch Payments Association](https://www.betaalvereniging.nl/actueel/meer-online-productaankopen-minder-uitgaven-aan-reizen-en-evenementen-in-2025/), **71% of all Dutch online payments in 2025 went through iDEAL**. A Dutch ticket shop without it, or with it hidden behind a card form, loses people who were happy to pay. The same logic applies elsewhere: Bancontact in Belgium, for instance. Trust plays a part too: 19% abandon because they don't trust the site with their payment details. A familiar payment screen from their own bank does more for that than any padlock icon. On MijnEvent, payments go through Mollie straight into your own Mollie account, with iDEAL | Wero and the other common methods. # 5. Does it work on a phone, and for everyone? The same Dutch research shows that **41% of online purchases in 2025 were made on a smartphone**, five percentage points more than a year earlier. For tickets, the share is if anything higher: the link arrives via WhatsApp, Instagram or the newsletter and is opened on a phone. So test your own checkout on a phone, with one thumb, on the train. Can you hit the buttons? Can you see the total without zooming in? Accessibility belongs here as well. According to [Digitoegankelijk, the Dutch government's accessibility knowledge centre](https://www.digitoegankelijk.nl/toegankelijkheid/wat-is-digitale-toegankelijkheid), 4.5 million people in the Netherlands, roughly a quarter of the population, have a disability or chronic illness. A checkout that can't be used with a keyboard or screen reader, or that only marks errors with a red border, simply shuts part of them out. MijnEvent builds its checkout to [WCAG AA](/en/blog/wcag-aa-accessibility): every field has a label, errors appear as text next to the field, and focus jumps to the first error. # 6. Does the site hold up at the busy moment? 17% of those who abandon mention errors or crashes. With tickets, that happens at the worst possible moment: the minute sales open and everyone clicks at once. A virtual queue lets visitors wait their turn instead of running into an error page. # Audit your own checkout You don't need a research project to see where your checkout leaks. Buy a ticket yourself, on your phone, and check: 1. Can you see the total price before entering any details? 2. Do you have to make up a password anywhere? 3. How many fields are there, and which ones do you never use afterwards? 4. Is the local payment method at the top, or do you have to look for it? 5. Can you do everything with one thumb, without zooming? 6. What happens when you fill in a field wrongly? Every "no" or "yes, unfortunately" is a place where you lose buyers. And because you had already won those buyers over with your programme, these are the cheapest extra tickets you will ever sell. If you are unsure how your current ticketing platform scores on these points, our [guide to choosing a ticketing platform](/en/blog/choosing-a-ticketing-platform) helps you compare it with an alternative. To see how it works on MijnEvent, [create a free account](/registreer) and buy your own test ticket in demo mode. Or take a look at [the pricing](/en/pricing) first. Frequently asked questions ## Frequently asked questions ## How many ticket buyers abandon their order? There is no reliable figure for ticketing alone. Across online shops, Baymard Institute puts the average at just over 70% abandoned orders. Part of that is people just browsing, but a sizeable share drops out because of something in the checkout itself. ## Do visitors need an account to buy tickets on MijnEvent? No. A name and an email address are enough. Visitors can get back to their tickets later through a sign-in link, without a password. ## Can I charge a service fee without losing buyers? Yes, as long as it is visible from the start. It is not the fee itself but the surprise at the last step that drives buyers away. [ Back to blog ](https://mijnevent.nl/en/blog) MijnEvent ## Read more [ ![](https://regify-mijnevent.s3.eu-central-1.amazonaws.com/blog/covers/ai-connector-mcp-run-your-dashboard-from-claude.webp) ai MijnEvent · 18 September 2026 · 8 min read ## AI connector (MCP): run your MijnEvent dashboard from ChatGPT, Claude or Cursor With the AI connector you ask your own AI assistant how sales are going, look up orders without clicking around and have drafts prepared. Within your team member's permissions, with everything in the activity log. Refunds and publishing stay human work. ](https://mijnevent.nl/en/blog/ai-connector-mcp-run-your-dashboard-from-claude) [ ![](https://regify-mijnevent.s3.eu-central-1.amazonaws.com/blog/covers/duplicate-an-event-or-course.webp) events Jasper Koers · 18 September 2026 · 5 min read ## Save time: duplicate your event or course in one click The same workshop every month, the same show every year? Duplicate creates a draft with all your ticket types, prices, time slots and texts in one step. The dates move along; sales and visitors stay behind. ](https://mijnevent.nl/en/blog/duplicate-an-event-or-course) [ ![](https://regify-mijnevent.s3.eu-central-1.amazonaws.com/blog/covers/memberships-town-restriction.webp) memberships Jasper Koers · 15 September 2026 · 6 min read ## Membership only for residents of your village A village association is for the village. Now you can set that up instead of checking it by hand — and you only ask for your members' addresses if you actually use them. ](https://mijnevent.nl/en/blog/memberships-only-for-residents-of-your-village) MijnEvent ## Ready to get started? Create a free account and sell your first tickets today. [Start free](https://mijnevent.nl/registreer) [Pricing](https://mijnevent.nl/en/pricing)