Try and put the sign up form after the user has described a ticket. If possible, avoid setting up a password and just ask for an email. Once someone puts in eve

Try and put the sign up form after the user has described a ticket. If possible, avoid setting up a password and just ask for an email. Once someone puts in even a few seconds entering info, they have a vested interest to not quit the process. These little things take extra time to get right, but help conversion. I'm not a big sports fan (and not in the US), otherwise I'd have more useful feedback.