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Getting a new customer is the expensive part. Once someone has already decided to buy, getting them to spend a little more costs almost nothing extra — no new ad spend, no new traffic, no new trust to build. That's what makes upsell and downsell strategies, along with order bumps, some of the highest-ROI additions you can make to a funnel.
Done well, these three techniques can lift average order value by 10–30% without touching your traffic or your core offer. Done badly, they annoy customers and cost you sales. This guide covers exactly how to use each one — with real examples and the rules that separate a smooth revenue lift from a checkout that feels like a trap.
If you haven't already, it's worth reading our guide on sales funnel metrics that matter first — AOV is the number these three techniques exist to move.
The Three Techniques, Defined
- Order bump — a small, related add-on offered at checkout, before the purchase is confirmed. Usually a single checkbox next to the main order (example: "Add rush shipping for £4.99").
- Upsell — a higher-value offer presented after the initial purchase is confirmed, typically as a one-click add without re-entering payment details (example: "Upgrade to the Pro plan for £30 more").
- Downsell — a lower-priced alternative offered when a customer declines an upsell, designed to still capture some additional revenue rather than none (example: "Not ready for Pro? Add the Starter add-on for £9").
The order matters: order bump → upsell → downsell (only shown if the upsell is declined). Each one only appears at the moment it's most relevant — never before the core purchase decision is made.
Order Bump Strategies
1. Keep It to One Checkbox
The order bump should never require its own separate decision-making process. One checkbox, one clear line of copy, one price. If it needs explaining, it's too complex for this placement — move it to an upsell instead.
2. Price It Low Relative to the Main Order
A good rule of thumb: price the order bump at 10–25% of the main order value. At this range, it reads as a low-risk add rather than a second purchase decision. A £200 course with a £15 bonus workbook order bump feels natural; a £200 course with a £150 order bump does not.
3. Make It Directly Complementary
The strongest order bumps solve a problem the customer will have immediately after buying the main product. A landing page builder selling a template pack might bump a "done-for-you copy swipe file." A dog daycare subscription might bump a "welcome pack" add-on. Avoid unrelated products — relevance is what drives the impulse "yes."
4. Use Specific, Benefit-Led Copy
"Add the Fast-Track Bonus Pack (£12) — save 3 hours of setup time" converts far better than a generic "Add extra product?" checkbox. State the specific outcome, not just the item name.
Typical order bump conversion rate: 20–40% of buyers take a well-designed order bump. If yours converts under 10%, the price, relevance, or copy needs work — not necessarily all three.
Upsell Strategies
5. Offer the Upsell Immediately After Purchase Confirmation
The moment right after someone commits to buy is when their guard is lowest and their trust is highest — they've just proven they're willing to pay you. A one-click upsell page (no re-entering card details) presented on the "thank you" step, before the receipt, captures this window. Waiting until a follow-up email loses most of that momentum.
6. Anchor the Upsell Against the Original Price
Frame the upsell relative to what they already paid, not as a standalone decision. "You just got the Starter Plan for £47 — upgrade to Pro for just £30 more and unlock X, Y, Z" is a far easier "yes" than presenting Pro as a fresh £77 decision.
7. Keep the Value Proposition Singular
One clear upgrade path per upsell screen — not a menu of five options. Decision fatigue kills upsell conversion. If you have multiple genuinely different upsells, sequence them as separate one-click screens rather than presenting them together.
8. Match the Upsell to Buying Intent, Not Just Margin
The highest-converting upsell is the logical next step for the specific thing they just bought — not necessarily your highest-margin product. Someone who just bought a beginner course is a strong candidate for a "done-with-you" coaching upsell; they're a weak candidate for an unrelated advanced tool.
Typical one-click upsell conversion rate: 10–30%, depending on price jump and relevance. Expect lower conversion as the price gap between the original purchase and the upsell grows.
Downsell Strategies
9. Always Have a Downsell Ready for Declined Upsells
A declined upsell isn't a dead end — it's a chance to capture a smaller amount of extra revenue instead of none. If a customer says no to the £97 upgrade, a downsell might offer a scaled-down version at £27, or the same upgrade on a payment plan.
10. Change the Offer, Not Just the Price
A weak downsell is simply "same thing, cheaper." A strong downsell changes the form of the offer — fewer features, a smaller bundle, a payment plan instead of one lump sum, or a trial period instead of full access. This avoids training customers to always wait for a discount on the exact same offer.
11. Keep Downsell Copy Low-Pressure
Because this is the second "no" opportunity in the sequence, aggressive urgency tends to backfire here. A calmer, more understanding tone ("No problem — here's a lighter option if you'd still like to get started") converts better than repeating urgency tactics from the upsell.
Order Bump vs Upsell vs Downsell: Quick Reference
| When Shown | Price vs Main Offer | Typical Conversion | |
|---|---|---|---|
| Order bump | At checkout, before purchase confirmed | 10-25% of main order | 20-40% |
| Upsell | Immediately after purchase confirmed | Often equal to or higher than main order | 10-30% |
| Downsell | After upsell is declined | Lower than the upsell just declined | 10-20% of those who saw it |
Real-World Example: A Simple Digital Course Funnel
| Step | Offer | Price |
|---|---|---|
| Main offer | Beginner course | £47 |
| Order bump | Editable template pack | £9 |
| Upsell | 1:1 coaching call | £97 |
| Downsell (if upsell declined) | Group coaching seat | £27 |
A customer who takes the main offer, the order bump, and the downsell spends £83 instead of £47 — a 77% increase in order value from the same single visitor, with no additional ad spend required to generate it.
Tools That Support Order Bumps and Upsells Natively
Not every platform makes this easy to build. Native one-click upsell support (no re-entering payment details) is the feature to check for before committing to a tool:
| Platform | Order Bumps | One-Click Upsells | Starting Price |
|---|---|---|---|
| ClickFunnels | Yes | Yes | $97/month |
| GoHighLevel | Yes | Yes | $97/month |
| Kartra | Yes | Yes | $89/month |
| Systeme.io | Yes | Yes (paid plans) | Free (limited) |
For a full comparison, see our Best Sales Funnel Software in 2026 guide, or our ClickFunnels vs GoHighLevel head-to-head if you're deciding between the two most common picks.
Common Mistakes
- Too many offers at once. Stacking multiple order bumps or upsells on the same screen creates decision fatigue and lowers conversion on all of them. One at a time.
- Pricing the order bump too close to the main offer. This turns a quick "yes" into a real purchase decision, which defeats the purpose of the format.
- Making the upsell irrelevant to the original purchase. Relevance drives conversion far more than discount size.
- Skipping the downsell entirely. Businesses that stop at "upsell declined" leave revenue on the table that a well-matched downsell would have captured.
- Using aggressive urgency on every step. Reserve strong urgency for the main offer and order bump; soften the tone for downsells, where the customer has already said no once.
FAQ
What is the difference between an upsell and an order bump?
An order bump is a small, related add-on offered at checkout before the purchase is confirmed, usually as a single checkbox. An upsell is a separate, often higher-value offer presented after the purchase is confirmed, typically as a one-click add-on that doesn't require re-entering payment details.
What is a downsell in a sales funnel?
A downsell is a lower-priced or scaled-down offer presented to a customer who has just declined an upsell. Instead of losing that extra revenue entirely, the downsell captures a smaller amount by changing the form of the offer — fewer features, a smaller bundle, or a payment plan.
How much should an order bump cost?
A good rule of thumb is to price an order bump at 10-25% of the main order value. At this range it reads as a low-risk add rather than a full second purchase decision, which keeps conversion rates high — typically 20-40% of buyers take it.
Do upsells and order bumps actually increase revenue?
Yes. Because they're offered to people who have already decided to buy, they require no additional traffic or ad spend to convert. A well-designed sequence of an order bump, upsell, and downsell can increase average order value by 20-80% depending on price points and relevance.
Want to know if these changes are actually working? Read our guide on sales funnel metrics that matter to track average order value and conversion rate correctly.
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