1Mixed cart. One buyer may want a combination in a single order, e.g. 2 single Early Bird tickets and a 10-Pack. The current wireframe only has one ticket card with one quantity box, so it can't handle combinations.
2Buyer vs. attendees. The person paying is the registrant (order owner). They usually don't know all their attendees' emails at checkout, and assign them later, right before the conference.
Good news: every major conference platform solves both the same way. I researched Eventbrite, Web Summit, SaaStr, RegFox, and Zuddl. The patterns below are proven, and both map cleanly onto our HubSpot + WordPress build.
Part 1 — How the cart works
Two ways to let someone buy a mix of ticket types. Same end result; different feel.
All ticket types on one screen, each with its own quantity
Every tier is listed with a +/− stepper. The buyer sets a quantity on any combination of tiers, and a live order summary totals it up. This is exactly how Eventbrite and most modern event platforms do it.
Buyer adds 2 Early Bird + 1 Ten-Pack = 12 tickets, all in one order.
Pick one tier, add to order, repeat
Buyer selects a single tier, sets quantity, clicks "Add to order," and it drops into a running cart. They can add another tier before checkout. More of a classic shopping-cart feel.
Same 12-ticket result, built up one tier at a time.
Part 2 — Collecting attendee names (later)
This part is identical regardless of which cart option I pick, and it stays exactly as it works today. The registrant pays first; UOI sets up the individual attendees afterward, the same way they always have.
1 · At checkout, only the buyer is collected
The buyer step captures the order owner only: name, email, company, title. Payment clears. No attendee emails are required to complete the purchase, so a buyer is never blocked at checkout just because they don't have their team's details yet.
2 · UOI sets up the attendees (exactly as today)
Once the registrant has purchased, the attendee piece is handled exactly as it has been in prior years: UOI sets up each attendee on their side. Nothing about that step changes. The only thing new on this page is the cart/checkout experience above — everything after the purchase stays on the existing, proven process.
How this maps to our HubSpot + WordPress build
- Buyer record: the order owner becomes a HubSpot contact on submit (as today).
- Payment (new): Stripe inside HubSpot processes the full order total once at checkout.
- Check / invoice path: bypasses Stripe; HubSpot marks pending and emails the invoice.
- Attendees: handled by UOI after purchase, exactly as in prior years — no change.
Side-by-side
| Option A — all tiers + steppers | Option B — add to cart | |
|---|---|---|
| Mix tiers in one order | Yes | Yes |
| Clicks to buy 1 ticket | Fewest | One more |
| Best when tiers are few (us) | Strong | Fine |
| Familiarity | Matches Eventbrite | Classic cart |
| Attendee-later handling | Identical — UOI sets up attendees after purchase (unchanged) | |
Recommendation
Cart: Option A — all tiers on one screen, each with a quantity stepper and a live order summary. With only 2–3 tiers it's the cleanest, fewest-click path and matches what buyers already know from Eventbrite.
Tickets first (new): email is collected at the info step rather than screen 1, following current best practice. Still captured before payment, so abandoned-cart emails keep working.
Attendees: unchanged — only the buyer is collected at checkout, and UOI sets up the individual attendees after purchase exactly as in prior years. Buyers are never blocked at checkout for not having their team's details yet.
Sources: Eventbrite order form (buyer vs. each attendee) · Multiple ticket types in one order · HubSpot payment links — buyer-editable quantity · HubSpot buyer-selected quantity (now live) · HubSpot multi-step forms (email-first capture)
Draft for review · Conferences for Women, Texas 2026