Ticketmaster has recently made a subtle change to its purchase journey that will make the customer experience on our website, mobile site and mobile apps more streamlined and secure.
Ticketmaster is dedicated to seeing as many tickets as possible in the hands of real fans and we are also focused on making the ticket buying process on our desktop and mobile sales channels as easy as possible.
Introducing No CAPTCHA reCAPTCHA.
Google’s new security check allows real fans quick and easy access to tickets, while at the same time protecting our sites from spam and bots.
We all know the frustration of making an online purchase and being stalled by a barely legible or onerous CAPTCHA security check. Despite the frustration, CAPTCHAs are an essential tool to protect sites and minimise the influence of bots – automated robots and scripts that can access sites faster than humanly possible.
Google’s new No CAPTCHA ReCAPTCHA takes the hassle out of the security check by asking the majority of potential ticket buyers to simply check a box that states: ‘I’m not a robot’. This simple act enables customers through to the next stage of the ticket buying process with very little fuss.
Ticketmaster made the decision to use No CAPTCHA reCAPTCHA in order to improve the customer journey for our purchasers while also maximising our protection against bots. Google’s recent research found that Artificial Intelligence technology can accurately decipher the most distorted or difficult text with an accuracy of 99.8%.
This of course shows that distorted text alone is not enough to combat bots and scripts, which led to the development of No CAPTCHA reCAPTCHA.
While this method of security will be presented to the vast majority of ticket buyers on Ticketmaster, CAPTCHAs are not going to disappear entirely. In the case of Ticketmaster’s desktop and mobile sales channels, the majority of users will simply need to check the box to continue, but in times of high demand, or if there is any doubt that a user is in fact human, a further reCAPTCHA may be required.
Ticketmaster is committed to seeing as many tickets as possible in the hands of genuine fans. CAPTCHA security checks are a critical element in ensuring this, which is why Ticketmaster invests so much time and money in finding the most effective and customer-friendly option on the market.
We believe Google’s new No CAPTCHA ReCAPTCHA achieves our dual goals of security against bots and minimal interruption to the customer experience when buying tickets through Ticketmaster.