There are two ways to make more money per order: charge more per ticket, or sell more tickets per order. The first is a blunt instrument that changes who buys from you. The second is mostly a design problem.
Here is what actually moves the second one.
Bundle, and make the maths visible
Single tickets are a starting point, not the product. Most competition revenue comes from bundles, and the bundle only works if the saving is obvious at a glance.
"5 for £20" next to "1 for £5" does the work by itself. Making somebody calculate a percentage does not.
Three or four tiers is usually right. Beyond that people stop comparing and start hesitating, and hesitation costs more than the extra tier earns.
Anchor high
Put a large bundle at the top even if few people buy it. Its job is not to sell — it is to make the middle option look sensible.
Without a £100 tier, £40 is your expensive option. With one, £40 is the reasonable choice. That is the entire mechanism, and it works even on people who know about it.
The reveal is part of the pricing
Here is the bit specific to competition sites, and the bit most operators miss.
If your reveal is a static line of text, a twenty-ticket order is twenty lines of text. There is no reason to buy twenty rather than five — the experience does not scale with the spend.
If each ticket is a card to scratch or a wheel to spin, buying more literally buys more of the thing they enjoyed. The bundle stops being a discount and becomes a bigger version of the experience.
That reframing is worth more than any pricing table.
But respect the twentieth ticket
The counterweight, and it is essential. Ticket one is delightful. Ticket twenty is an endurance event if you have not designed for it.
Anything encouraging volume needs a fast path — a turbo mode, a reveal-all, something that lets somebody who has decided they are done get to the end without twenty more animations.
Get this wrong and your big spenders have the worst experience on your site, which is precisely backwards.
Small instant wins pay for themselves
Site credit as a low-tier instant-win prize does three things at once: it is a win, so the draw feels winnable; it costs margin rather than cash; and it can only be spent with you.
An entrant who wins £5 credit on a £20 order is very likely to come back and spend more than £5. It is a discount that arrives feeling like a prize.
What not to do
- Do not add pressure that is not real. Fake countdowns and invented scarcity are noticed, and this is a market that runs on trust.
- Do not bury the single ticket. Some people are testing you. Make it easy, and win them on the experience instead.
- Do not raise the ticket price to lift AOV. Different lever, different consequence — it changes your audience rather than your order size. Pricing is its own decision.
