Glossary / Average Ticket
Average Ticket
Average ticket is what a typical customer or job brings in before costs. Take total revenue for a period and divide it by the number of customers or jobs in that same period.
Work out yours
Average ticket = total revenue ÷ number of customers or jobs
$275
A typical job brings in about $275.
Why it matters
Raising your average ticket by ten percent almost always beats winning ten percent more customers. The bigger ticket costs you nothing to acquire. The extra customer costs you every single time, which is why price and packaging usually move profit faster than marketing does.
Where people get it wrong
Averages hide the shape. If a handful of large jobs are dragging the average up, most of your customers are worth far less than the number suggests. Check the median too before you build a plan on it.
If this number is not where you want it
Ticket size is usually a packaging and positioning problem rather than a pricing one. What you are selling has to look like it is worth more before anyone will pay more for it.
Brand Identity, from $500
See what it would take, free →About Brand IdentityRelated terms
- Customer Lifetime Value (LTV)Customer lifetime value is everything one customer pays you across the whole relationship, not just the first sale.
- Gross MarginGross margin is the share of revenue left after the direct cost of delivering the work.
- Price Increase ImpactA price increase raises revenue on every sale without costing anything to acquire.
- Customer Acquisition Cost (CAC)Customer acquisition cost is what you spend, on average, to win one new customer.
Common questions
+ How do I increase my average ticket?
Bundle related work into one offer, add a tier above your current one, and stop quoting line items that invite comparison shopping. Most small businesses have never tested a higher tier and assume nobody would buy it.
Part of the small business glossary. All six free calculators are here.