Live Nation is readying some new online features it hopes will improve its e-commerce revenue.

In Thursday’s presentation to investors and analysts, Live Nation CEO of Concerts Jason Garner said the changes coming to Ticketmaster.com will debut in the next six to nine months. Read Billboard’s analysis of yesterday’s full presentation here.

Ticketmaster.com, according to figures shared yesterday, represented over $6.5 billion in gross ticket sales in 2009 while the e-commerce segment accounted for only $94 million in revenue. So there’s definitely room for growth.

-- Most notable is the addition of a shopping cart. This will give Live Nation the ability to sell “all kinds of digital and physical goods around the ticket,” Garner said. That means music downloads could be sold on an a-la-carte basis. It’s a tantalizing opportunity to gain incremental music sales while customers are in a spending mood that could provide a valuable sales channel for labels. Other items mentioned are likely to offer better margins to Live Nation, however. A presentation slide had an example showing how VIP perks, food and beverages (at a discount) and T-shirts can be added to the shopping cart before checkout.

-- Already in place on a limited basis, interactive seat maps will be rolled out to 500 venues by the end of the year, said Garner. “They’re probably the most innovative thing Ticketmaster has done in years,” he said, “and the great news for us is they’re working.” Seat maps are an online tool that allows customers to see which seats are available and allows them to select tickets within a desired price range. According to data in the presentation, events with seat maps have achieved a 43% higher conversion rate than those without. (Given the unpredictable nature of ticket sales in 2010, the early results of these seat maps may not be indicative of their impact once rolled out for a high number of venues.) Garner added that the seat maps have shifted ticket purchases from box offices to Ticketmaster.com, which results in more fees for Ticketmaster.

-- Social elements will be added to Ticketmaster.com as well. The new features will allow people to RSVP for a show using Facebook. This will let people know which of their Facebook friends have also RSVP’d for the same show. It’s a small addition, but it will have a positive impact if it improves customer awareness. Live Nation consistently cites lack of knowledge as a prime reason people do not attend concerts. A 2009 Live Nation survey, 31% of people said they would have attended a show but didn’t know about it while 82% said they find out about shows either online or through friends and family. But these social features won’t matter to customers as much as what affects their wallets. According to other survey data revealed in the presentation, Live Nation customers rank awareness as a relatively unimportant problem compared to other pain points like ticket prices and services fees.

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