Event Ticket Funnel: sell the ticket, then the upgrade
An event ticket funnel sells places at a live or online event in four pages: an event page that says what, when and where, a checkout that takes the payment, a one-click VIP upgrade offered right after the ticket is bought, and a confirmation with the details. It suits workshops, conferences, retreats, paid webinars and virtual summits.
In the new Funnels, the “Event tickets” template builds all four steps on one canvas and sells one of your paid Vonza events through the checkout.
These pages describe the new Funnels, the visual canvas builder you choose with “Try the new Funnels” in your Vonza admin. Classic funnels keep working, and you can switch back at any time.
Who an event ticket funnel is for
Anyone selling a seat rather than a file. The funnel adds two things a plain ticket page lacks: an upgrade offered at the moment of purchase, and follow-up for people who looked but did not buy.
Workshop and retreat hosts
A one-day workshop or a weekend retreat has a fixed number of places and a date. The event page carries the agenda and the venue; the VIP upgrade can be a dinner, a front-row seat or a one-to-one session.
Online summits and paid webinars
A virtual event sells the same way: the ticket gives access, the upgrade gives the recordings or a bonus session. The confirmation page holds the joining instructions.
Communities and associations running meet-ups
Members buy the ticket, the upgrade covers the extras, and every buyer is a lead in the funnel’s pipeline, so the next event’s announcement already has its list.
The steps of an event ticket funnel, in the order the Vonza template builds them
Four pages. The upgrade sits after the checkout, where a buyer who just paid by card can say yes with one click.
- STEP 01Sales page step
Event page
The Sales page step: the event’s name, date, place or platform, the agenda, who is speaking or teaching, and a button to the checkout. Pick your paid event here so the price card at the end of the page shows the ticket types.
Design: Cover.
- STEP 02Checkout step
Ticket checkout
The one checkout step. It sells one of your paid Vonza events, with the event’s own pricing plans (early bird, standard) or one override price. Buyer details can ask for a phone number for day-of messages and extra questions such as dietary needs. Up to five order bumps fit small extras: a recording, a printed workbook, parking.
Design: Banner.
- STEP 03Upsell step
VIP upgrade (one-click upsell)
The Upsell step. Offer the VIP package right after the ticket is bought: a buyer who paid by card adds it with one click, with no card details again. “No thanks” goes straight to the confirmation. A Countdown design gives the offer a 30-minute window if you want one.
Design: Full-bleed photo. “No thanks” goes to: Confirmation.
- STEP 04Thank you step
Confirmation
The Thank-you step: the date and time again, the address or joining link, what to bring, and how to contact you. It ends the funnel.
The funnel sells tickets to a paid event you have created in Vonza; the event itself (its date, capacity and attendee list) lives with your events. Buyers appear in the funnel’s Sales screen and as Customers in its leads.
The maths of an event ticket funnel
An event has a capacity, so the maths runs the other way round: start from the seats you need to fill and work back to the visitors the event page needs.
The figures are placeholders to show the arithmetic, not a forecast. The upgrade is the point of the funnel: it lifted revenue per ticket from $90 to $102 without a single extra visitor. If the event page converts at 4% instead of 5%, you need 1,500 visitors; if the upgrade is taken by 30% instead of 20%, revenue per ticket rises again. Both numbers are easier to move than traffic.
Vonza’s Stats screen shows visitors, orders, revenue and conversion step by step over 7, 30 or 90 days, and the Sales screen marks upgrade orders with an Upsell chip.
| Line | Example figure | How it is worked out |
|---|---|---|
| Seats to fill | 60 | The room’s capacity |
| Event page visitors needed at 5% buying | 1,200 | 60 ÷ 5% |
| Ticket revenue at $90 | $5,400 | 60 tickets × $90 |
| VIP upgrades at 20% of buyers | 12 | 12 of 60 say yes |
| Upgrade revenue at $60 | $720 | 12 upgrades × $60 |
| Revenue per ticket sold | $102 | ($5,400 + $720) ÷ 60 |
What to test first in an event ticket funnel
The metric follows the step: a visit to the checkout for the event page, an order for the checkout and the upgrade.
- TEST 1
The event page’s first screen
Agenda first against speakers first, or a Cover design with a photo of last year’s room against the Classic layout. The metric is a visit to the checkout.
- TEST 2
The VIP upgrade’s price and framing
Test the upgrade as “VIP ticket” against “add the recordings and the dinner”, or two prices. The metric for an upsell step is the order, and the Sales screen shows the order values.
- TEST 3
Bumps on the checkout
A recording bump ticked when the page opens against unticked. The metric is the order; watch whether the ticked bump lowers ticket orders as well as raising order value.
How split tests work in the new Funnels
- Show two versions of a step’s page to different visitors and keep the one that converts better.
- Each version gets a whole-number share of visitors from 1 to 99%, and each visitor keeps seeing the same version.
- The metric follows the step kind: an opt-in, an order, or a visit to the next step.
- Start, stop and resume the test from the canvas, then Pick winner: every visitor sees that version from now on and the other page is removed.
Follow-up automations that fit an event ticket funnel
Before the event, reminders; after the purchase, the upgrade for those who said no. Build them in the funnel’s Automations tab.
- Trigger
Someone buys
Send the joining details at once, then use Wait steps set to a time of day for the week-before and day-before reminders. Add to list keeps attendees in a list for next year’s event.
- Trigger
An offer is declined
Recipe: Upsell declined follow-up
The recipe follows up buyers who said “No thanks” to the VIP upgrade by email, so the upgrade gets a second look once the ticket is in hand.
- Trigger
A lead leaves checkout without buying
Recipe: Abandoned checkout
For leads the funnel already knows, the recipe emails anyone who opened the ticket checkout and left, after a wait you choose from 5 minutes to 7 days. Mention the number of seats left if it is true.
Every recipe is created switched off so you can read it first. Vonza AI can draft each email or SMS from one sentence, using AI credits; SMS depends on your plan.
Everything Vonza automations can doThe Vonza event tickets template and its designs
The library’s 41 templates include one event tickets funnel, “Event tickets”, from the Events industry pack: event page, checkout, VIP upgrade and confirmation, already linked on the canvas and ready in your brand colours and fonts. Change the words, pick your paid event, and publish.
Behind Change design, the event page has six sales designs (Classic, Cover, Letter, Video, Options and Minimal; Options suits several ticket types), the checkout six (Product, Banner, Minimal, Trust, Card and Video), the upsell six (Notice and offer card, Full-bleed photo, Countdown, Video first, Minimal, and Card over a photo with reviews) and the confirmation six, out of 55 across the library.
With “Write it with AI” and the Event goal, Vonza AI writes all four pages from your description of the event.
Included in every Vonza plan, 14-day free trial. How many funnels you can publish depends on your plan. See the plans
Templates in the library
- Event tickets
Designs to try with “Change design”
- Cover (sales page)
- Options (sales page)
- Banner (checkout)
- Full-bleed photo (upsell)
- Countdown (upsell)
41 templates, 55 designs. Every page is ready to edit and comes in your brand colours and fonts.
Questions about event ticket funnels
Get answers to common questions here
An event ticket funnel sells places at an event in four pages: an event page, a checkout, a one-click VIP upgrade offered right after the purchase, and a confirmation with the details. In Vonza it is the “Event tickets” template, which sells one of your paid Vonza events.
It is an Upsell step after the checkout. A buyer who just paid by card adds the upgrade with one click, with no card details again; otherwise the pay form shows. “No thanks” goes on to the confirmation, and the Upsell declined follow-up recipe can email those buyers later.
Yes, through the event’s pricing plans. The checkout can copy the paid event’s own plans so the buyer picks one, or charge one price with Override price. Coupons with an end date give an early-bird discount that stops on the day you set.
Yes. Buyer details can ask for a phone number and an address (optional or required) and extra questions (text, email, number, or pick one), such as dietary needs or a session choice. Order bumps add optional extras such as a recording or a printed workbook, up to five.
The event page’s first screen, then the VIP upgrade. A split test shows a second version of the page to a share of visitors (1 to 99% each) and counts visits to the checkout for the event page or orders for the checkout and upsell; Pick winner when one is clearly ahead.
No. A free session with a live stream is a webinar funnel: the Webinar step registers people for a Vonza Streaming stream and the replay page sells afterwards. The event ticket funnel takes a payment for the seat.
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