Primary ticketing website Skiddle has reported a huge 67-per-cent year-on-year increase in sales in the final quarter of 2016 following the introduction of a new “branding operation” in September.

In the first nine months of the year, Skiddle’s conversion rate increased by 9.35 per cent. However, following the overhaul, the figure jumped to 22.5 per cent, despite “continued stories of negativity surrounding a shrinking events market and the suffering of the music industry at large”.

Skiddle’s rebranding coincided with what it described as “a renewed focus on a series of core values to drastically enhance ticketing for both customers and event promoters”.

Skiddle is now focussing on music clubs, gigs and festivals. In the final quarter, club event sales rocketed by 32 per cent, festival sales increased by 48 per cent and live music event revenue jumped by 69 per cent.

Skiddle’s redesigned website also registered a 22-per-cent increase in visitors, with fan-focused initiatives such as Re:sell, Cool:Off and Waiting List having boosted numbers.

“Proving that well thought out ideas and listening to customers remain a focal point of success, the company is leading the charge for innovation within ticketing,” Skiddle said.