An upsell ticket type allows event organizers to offer upgraded or premium ticket options during the ticket buying process. It gives attendees the chance to enhance their event experience by purchasing add-ons or upgrades at the time of ticket purchase.
What are the Benefits of Using Upsell Ticket Types?
There are several benefits to using upsell ticket types for events:
- Increased revenue – Upsells provide an opportunity for event organizers to earn more revenue from each ticket sale. Even small upgrades like preferred seating or parking passes can add up.
- Improved attendee experience – Allowing attendees to customize their experience with upgrades makes them more satisfied with the event. Upsells like VIP options also add exclusivity.
- Higher engagement – When attendees pay more, they tend to get more engaged and invested in the event experience. Upsells drive excitement and satisfaction.
- Simpler process – Handling add-ons during the initial ticket purchase is easier logistically than trying to upsell attendees later on.
- Better data – Understanding what upsells attendees purchase helps event organizers know what experiences are most valued for future events.
What are Some Examples of Event Upsell Options?
Here are some of the most common upsell options events can offer during ticket sales:
VIP Packages
VIP or premium packages provide exclusive perks like:
- Priority seating – Front row or reserved seats in a prime location
- Access to a VIP lounge – Designated lounge with private food/drink, bathrooms, etc.
- Meet and greet – Chance to meet performers/speakers backstage
- Gift bags – Swag bags with exclusive merch or products
- Early entry – Get into the venue before general admission
- VIP parking – Designated VIP parking section closer to venue
Add-On Experiences
Experience add-ons can include:
- Backstage tour – Go behind-the-scenes to see setup, tech, etc.
- Soundcheck access – Attend the pre-event rehearsal and soundcheck
- Onsite activities – Skills classes, rides, games, etc. related to the event
- Meet and greet – Meet performers or speakers in a more intimate setting
- Merch bundles – Special edition merch or swag bag
- Autograph sessions – Get memorabilia signed by celebrities or artists
Upgraded Seating
For seated venues, seating upgrades may include:
- Floor seats – Seats closest to the stage or action
- Box seats – Private box seating areas
- Front row – Seats directly next to the stage/field/rink
- VIP section – Designated VIP-only seating section
- Table seating – Reserved tables for dining and viewing
Convenience Upgrades
Convenience add-ons improve the attendee experience through:
- VIP parking – Access to preferred parking areas
- Fast pass – Skip long lines with express entry
- Meal vouchers – Discounted or free food/drink vouchers
- Event merchandise – Pre-order merch for onsite pickup
- WiFi access – Get WiFi login credentials
- Charging stations – Access to device charging areas
When Should Upsells Be Offered During the Ticket Buying Process?
There are two main options for when to present upsell offers during ticket sales:
During Initial Ticket Selection
The upsell options can display on the same page where attendees first select their ticket type and quantity. This allows them to purchase the upgrades at the same time as their base ticket.
Example user flow:
1. Attendee selects ticket type (General Admission, VIP, etc.)
2. On the same page, upsells are presented (Parking pass, meet & greet, etc.)
3. Attendee can opt-in to any upsells before adding tickets to cart.
After Ticket Selection, Before Checkout
Another option is to show the upsell offers after the base tickets have been selected, while the attendee is still checking out. This gives them a second chance to enhance their purchase.
Example user flow:
1. Attendee selects ticket type and quantity.
2. Tickets are added to cart.
3. While attendee is viewing cart, upsell options display.
4. Attendee can add upsells to cart before proceeding to payment.
What are Best Practices for Presenting Upsell Offers?
Some best practices for optimizing upsell offers include:
- Offer a limited number (2-5) of upsell options – Too many choices can cause overwhelm.
- Highlight the additional value provided – Focus messaging on the exclusivity or benefits gained.
- Use effective upsell language like “Upgrade Now” or “Enhance Your Experience.”
- Display pricing clearly – Make sure attendees know exactly what the upsell costs are.
- Use smart timing – When possible, present upsells when excitement is high, like right after an order is placed.
- Offer tiered options – Having Good/Better/Best packages appeals to different spending levels.
What Payment Options Should Be Available for Upsells?
To maximize flexibility for attendees, upsells should provide the same payment options available for base ticket purchases. This may include:
- Credit/debit cards – Allow all major card types if possible (Visa, Mastercard, Amex, Discover).
- Mobile wallets – Accept Apple Pay, Google Pay, etc. to enable one-click payments.
- PayPal – Enable PayPal checkout for smooth transactions.
- Payment plans – Consider allowing installment plans on higher-priced upsells like VIP packages.
- Gift cards – Accept event gift cards or experience vouchers that can be applied.
Keeping payment frictionless for upsells increases the chances that customers will complete transactions.
How Can Upsells Be Automated in Event Technology Platforms?
The best event technology and ticketing platforms make it easy to set up automated upsell offers right within event setup workflows. Key upsell automation features include:
- Upsell creation – Ability to configure multiple upsell offers and add details like name, description, pricing, inventory, etc.
- Offer rules – Set rules for which tickets types upsells should be offered for, dates, limits, etc.
- Display conditions – Customize where upsells appear in purchase flows using conditional logic.
- Inventory linking – Connect upsell inventory to base ticket allotments.
- Order bundling – Automatically group upsells with associated base tickets in orders.
- Reporting – Gain insights into popular upsells and revenue generated.
Automating upsells through the platform makes it easier to test and optimize different upsell strategies across events.
How are Upsells Configured in Popular Event Platforms?
Leading event management and ticketing platforms provide options to create automated upsell offers. Some examples include:
Eventbrite
– “Add-ons” can be configured and attached to ticket types
– Add-ons such as donations, merchandise, parking, etc. can be selected during checkout
Universe
– “Bundles” allow combining multiple products/services into packages
– Bundles can include tickets, accommodations, rentals, activities, etc.
TicketSpice
– “Bump offers” are presented after initial ticket selection
– Revenue share options allow co-selling 3rd party upsells
Eventzilla
– “Upgrades” can be automatically offered on the cart page
– Customize offer timing, content, styling, and more
Tix
– “Add-ons” are attached to tickets and priced separately
– Add-ons can be required or optional for ticket purchases
Key Takeaways
- Upsell ticket types allow events to offer upgrades like VIP packages, experiences, seating, and more during the ticket checkout process.
- Benefits include driving more revenue, improving attendee satisfaction, simplifying logistics, and gaining insights.
- Upsells should provide clear value, use persuasive messaging, limit complexity, and offer flexible payment options.
- Configuring automated upsell functionality through your event technology platform makes it easier to test and optimize upselling.
- Leading platforms like Eventbrite, Universe, TicketSpice, Eventzilla, and Tix have built-in upsell features event organizers can leverage.