Taste Cluster event recommendations lift conversion, order volume, and average ticket price

Summary

When Lucerne Festival embedded Taste Cluster recommendations in its website (implemented by MIR directly in the core UI), visitors bought more, placed more orders, and selected higher‑priced tickets. Post‑exposure, a clear majority of buyers chose at least one recommended event, and recommendation‑matched purchases generated a larger share of revenue than their share of ticket lines—evidence that recommendations steered demand toward higher‑value events.

The data shows a clear pattern: the more visitors engaged with recommendations, the higher their average order volume and ticket price became. Greater exposure to personalized recommendations consistently drove higher revenue per user—making the integration of Taste Clusters and audience intelligence not just effective, but a high-return investment.

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Highlights

• 62.3% of buyers (post‑exposure) purchased ≥1 recommended event.
• 57.4% of post‑exposure revenue came from recommendation‑matched events (vs 43.0% of ticket lines).
• Rec‑buyers vs non‑rec‑only buyers (post‑exposure):
  • Tickets/buyer: +82% (5.72 vs 3.14)
  • Orders/buyer: +84% (3.10 vs 1.68)
  • Avg ticket price: +106% (85.81 vs 41.66)
  • Revenue/buyer: +220% (325.85 vs 101.74)
• Within‑user change (pre → post first exposure):
  • +1.18 orders (69.11%)
  • +1.18 tickets (69.24%)
  • +56.64% revenue per user
  • +53.93% avg ticket price per user

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The challenge

Lucerne Festival features a rich, diverse program. The team wanted to improve both conversion (more buyers, more orders) and value (higher average ticket price) by making it easier for each visitor to find the right performance - without adding friction to the journey.

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The solution

Taste Cluster recommendations (Future Demand)

Taste Cluster groups audiences by latent taste and predicts the most relevant events for each visitor. This avoids generic “popular now” lists and surfaces performances with a high fit for each user.

Embedded in the core journey (MIR)

MIR integrated the recommendations directly into the website’s core UI so relevant options appeared at decision‑making moments—not buried below the fold or inside secondary widgets.

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What happened

More buyers choose recommended events

Among identified users who purchased after their first recommendation exposure, 62.3% bought at least one recommended event (412 of 662 purchasers). Recommendation‑matched lines represented 42.99% of post‑exposure tickets but 57.4% of post‑exposure revenue—indicating an uplift toward higher‑priced events.

Buyers who act on recommendations are more valuable

Comparing post‑exposure rec‑buyers (bought ≥1 recommended event) to non‑rec‑only buyers:

• Tickets per buyer: 5.72 vs 3.14 (+82%)
• Orders per buyer: 3.10 vs 1.68 (+84%)
• Average ticket price: 85.81 vs 41.66 (+106%)
• Revenue per buyer: 325.85 vs 101.74 (+220%)

Same users, before vs after first exposure

Using a within‑user design (each user compared to themselves):

• Orders: +1.18 on average (median +1; 69.11% grew)
• Tickets: ≈+1.18 on average (median +1; p75 +3; 69.24% grew)
• Revenue: +86.60 on average (median +30; 56.64% grew)
• Avg ticket price: +26.11 on average (median +10; 53.93% grew)

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Why it worked

• Taste‑aware discovery: Taste Cluster puts the most relevant performances in front of each visitor.
• Prime placement: MIR’s native integration ensured recommendations appeared where intent is high.
• Event‑level precision: Matching recommendations to exact Event IDs produced trustworthy attribution.

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Impact at a glance

• 62.3% of buyers chose a recommended event (post‑exposure)
• 57.4% of revenue from recommendation‑matched events (vs 43.0% of ticket lines)
• +82% tickets/buyer and +106% avg ticket price for rec‑buyers vs non‑rec‑only
• Within‑user lift: +1.18 orders, ≈+1.18 tickets, +86.60 revenue, +26.11 avg ticket price

Future Demand’s Taste Cluster turns discovery into demand. With MIR’s implementation, Lucerne Festival made the right events easy to find—and saw visitors respond with more purchases, more orders, and higher‑value tickets.

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