Up-selling Memberships for beloved Brum music venues

8 September 2020

The music charity responsible for iconic Birmingham venues Town Hall and Symphony Hall (THSH) has a great, established Membership scheme. It includes advance notice and priority booking for events, plus exclusive offers and discounts. Noice! So, the THSH Development team wants to make sure people know about it.

The challenge

During an event's priority booking period, clicking 'Book tickets' would take you to an iframe.

Here, Members would be subtly prompted to log in. And non-members? They'd need to browse the website for Membership details, then join-up ahead of being able to buy tickets before they went on general sale.

This slowed the all-important “I’m in the mood to buy!” momentum. And speed is key to converting a website visitor into a new customer.

Our solution

Nothing overly-complex (as if), simply a clear and helpful up-sell.

Instead of 'Book tickets' taking you straight to the iframe, a modal box appears …

Screengrab of a modal prompting non-members to buy membership and members to login

It clearly tells Members to log in. And if they're already logged-in, they go straight to the event's seat selector. (Importantly, this solution requires no extra clicks for Members 🙌)

And there's a big call-to-action to become a Member if you're not already. So it's clear you need to be a Member to nab the best tickets. Plus we've made sure that becoming a Member is super-quick, using the Spektrix web component.

Selecting 'Add Membership to basket' adds it to the basket. And sends you straight to the event's seat selector. In one click 🤓

There you have it – a solution that's neat, quick, clear, and useful. All the good stuff.

This work streamlines the on-sale process for more of our audience, and greatly improves the user experience. I enjoy working with Supercool because we collaborate well. It makes adding new features and broadening our fundraising arsenal even more exciting and rewarding.

Chris Smith – Development Manager, THSH

Want to talk nifty Spektrix integration? 💚
Email Strategy Director, Kate

Related Posts