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Introducing: A/B Testing for One-Click Upsells and Order Bumps

Tavleen Kaur
November 14, 2019
Introducing: A/B Testing for One-Click Upsells and Order Bumps

Finally, one of our most requested-module is here!

Yes, it's A/B testing for one-click upsells and order bump.

It took us six months to build it and pass the module through rigorous testing. I'm proud to announce that it's super easy to set up, and the interface is quite intuitive too.

In this post, I'll show you what elements you can A/B test, how to set up your first A/B test, and so much more!

So, let's dive right in.

Introducing: A/B Testing for One-Click Upsells and Order Bumps

First up, which of these two variants will convert better?

A page with just a video or a text-based page?

Video sales letter v/s text-based copy

Here's another question:

Do you think a long-form upsell page will convert better than a short-form upsell page?

Well, the truth is, no matter which option you select, you don’t know what your buyers will choose.

That's because you don't know about their frame of mind at the point of making a purchase. So you cannot pick an option with 100% confidence.

And if you do, you're only guessing based on what you know and what you've learned.

The problem with guesswork is that it is: 

  • Misleading because maybe your offer is brilliant, but people need a video to buy, and that is missing.
  • Disappointing because you're fixing the wrong problems and expecting great results.
  • Time-wasting because you're living with a version of the page that can convert higher - it has the potential.

The simplest way to say goodbye to guesswork and welcome informed decisions is to A/B test your upsell and cross-sells.

So what is A/B testing exactly?

A/B testing is creating two or more versions of the same page and splitting your traffic between them.

Experimenting allows you to learn a great deal about buyers' psychology and what appeals to them. Finding your winning offer will directly impact your bottom line.

Here's an example of two identical variants that were tested against each other, except there was a slight difference. One was without the salutation, and the other was with it:

A sales page by Ryan Healy

The page without the greeting 'Dear friend', lifted the conversions by 28.1%. See the source here.

Sometimes tiny changes can produce significant impacts.

The existing A/B test tools are not designed for testing upsells

There are several external tools that you can use to run your A/B tests. But the problem with them is that they were never designed for testing one-click upsells and order bumps.

They can do a great job with sales pages and landing pages- but when it comes to testing your back-end funnels or bump on the checkout page- these tools fall flat on their face.

Post-purchase upselling is more complicated - A/B testing offer sequence, number of offers, even discounts is not doable for most tools out there, unless you hire experienced developers.

The same is true for bumps on the checkout page.

This makes A/B testing out of reach for most of our users.

Now no more!

Introducing A/B Testing By BuildFunnelKit (formerly WooFunnels)

For starters, we believe that no matter where you are in your journey - you should always A/B test your upsells.

It will unlock hidden insights for you and make you more confident about your offers. It's 100% more useful and reliable than conducting some surveys where people are mostly not speaking their mind.

That's why when we were creating our A/B test module - we made it a point to make the interface super intuitive, and the part where you see the results is, even more, user-friendly.

Before that, let's look at what you can A/B test in one-click upsells and order bumps.

What to A/B test in One-Click Upsells

There are several things you can A/B test on a page- right from the color of the button to the font size and even its copy.

But we've picked the elements that make the most impact on conversions. Take a look:

  • Offer price - Maybe a higher discount could significantly increase conversions or lowering it could
  • Upsell products -Test a different product that also compliments the primary purchase well
  • Page content - Long-form content vs. short-form content OR a video vs. a text-based page
  • Page design & structure - Sometimes, making necessary edits to the design and structure of the page can make the content more readable. Keep your original variant as it is- duplicate it and edit the design.
  • Upsell offers sequence - It's the sequence in which you're presenting different post-purchase upsells.
  • The number of offers - Aggressive upselling vs. non-aggressive upselling.

Not just that. You can also test:

  • Multiple offers on a single upsell page vs. only one offer on the same upsell page - The multi-product addon of FunnelKit (formerly WooFunnels) one-click upsell allows you to create a grid or a list to present two or more offers like - ‘Buy 2 get 1 free’ or ‘Buy 3 get 2 free’.
  •  Subscription-based products v/s non-subscription based products
  • Discount on the first subscription v/s no discount at all

A/B Testing for Order Bumps

Here’s what you can test:

  • Order bump item
  • Page copy
  • Price of the item

So if you're unwilling to settle for the results you're getting and believe there's a scope for improvement, you would love A/B testing by FunnelKit (formerly WooFunnels).

Let's look at how to set up your first test.

How to set up your first A/B test in minutes

In this section of the post, we'll look at the simplest method to set up your first A/B test.

Follow the process.

#1: Create a new experiment


When you click on 'Experiments' under FunnelKit (formerly WooFunnels), you'll see a screen as shown above.

Hit the 'Add New' button to create your first experiment and set it up.

#2: Choose between one-click upsells and order bumps


When you hit the 'Add New' button, you'll be prompted with a window, asking to select what you want to test - one-click upsells or order bumps.

Select 'One Click Upsells' and continue to the next page.

#3: Select your upsell funnel and name your experiment


Select the upsell funnel you wish to test from the drop-down in the 'Original Variant' section.

Name your A/B test and put a description (it's optional), and then click on the 'Create Experiment' button.

#4: Select a variant to test


Once you have your upsell funnel ready, choose the 'B variant' in the test.

Create a duplicate funnel and then make some edits or add a new variant.

#5: Edit the test variant

Step 1: Click on 'Edit' to enter the upsell offer editing section


When a duplicate funnel gets created, click on the 'Edit' button to modify your upsell.

Step 2- Modify your duplicate test variant offer and save it

You can edit just about everything here - the discount on the item, the product, quantity, page copy, number of offers, sequence, and much more.

After making the changes - save your offer and then press the back button to return to the previous page.

#6: Split your traffic and assign the weight

It's now time to split up your visitors. You can do this either by splitting your variants into equal weights by clicking the 'Make Equal-Weight' button or by setting the weight percentage manually.

Once you're done allocating weights to your traffic, hit the 'Update' button.

#7: Start your experiment

Finally, hit the 'Start' button to deploy A/B testing for the upsell funnels you've just set up.

Analyze the performance


Track the performance of your upsell offers by getting to know their overall views, conversion rates, and revenue generated.

We've made the analytics of the test results even more intuitive so that it's easy for you to declare the winner. You can see how your different variants are performing on one single graph interface.

Declare the winner

When your experiments are up and running, you can stop it anytime you think you've tested your funnels enough.

And then, you can declare the winner of the test.

When you click on the 'Declare a Winner' button in the 'Analytics' tab, a popup appears like this-

Click on the trophy icon adjacent to the variant you want to declare a winner and then hit the 'Declare winner' button. Confirm your winner in the next popup.

That's it! The other variant will automatically be disqualified and the test will stop- 100% of your on-coming traffic will now go to the winning variant.

Next Steps

A/B testing is a big update for us. And we know you had been waiting for it all this while.

Yes, it took us time but I believe that when you set up your first test and gather data - it'll all be very worth it.

A/B testing module is available in all FunnelKit (formerly WooFunnels) Funnel Builder packs.

Author: Tavleen Kaur
Do you know after Amazon implemented the 1-click buy system, their sales shot up year-on-year hitting $88.9 Billion mark in 2014? Jeff Bezos attributed it to a friction-free & streamlined buying process. At FunnelKit (formerly WooFunnels), we're determined to give you the tools you need to do the same in your business. I am Tavleen and I help you get there faster.