The "What's On" list works well for visitors who already know what they're looking for. For everyone else, it can be the moment they quietly leave. This session explores how to design discovery pathways that work for all your audiences, not just the regulars.
Most cultural organisations put real thought into their programme. The challenge is that a long event list with filters places the entire burden of discovery on the visitor. And for newcomers, families, and casual browsers, that burden could be enough to send them elsewhere.
In this 30-minute session, Martin Gammeltoft draws on research into why people don't buy tickets and real examples from venues already doing this differently. You'll discover how to reduce the friction of discovery, why organising events by life situation rather than genre can open up new audiences, and how to experiment with new pathways and measure what works.
This is a practical, sector-focused session. You'll leave with ideas you can act on.
What you'll learn
- Why the standard "What's On" list leaves a significant portion of your website visitors behind
- What research into non-attendance reveals about the invisible barriers on cultural websites
- How situational theming (organising events by life situation rather than genre) can help new audiences find suitable events
- How to experiment with new discovery pathways and measure their impact on conversion
When
Date: Wednesday 20 May, 2026
Time: 13:00 BST / 14:00 CEST
Duration: 30 min
Location: Online
Language: English
Sign up here
Related pages