Order Bump v/s One Click Upsell: Which one to choose?
We got this question from a handful of our customers:
"What's the difference between a one-click upsell and order bump? Why use one or the other or both?"
Certainly, that's a great question and it can get a bit confusing. Should you set up order bumps or one-click upsells in your store?
In this post, we'll explain the difference between the two and share a framework to help you decide. We bet once you follow my approach - it'll be a cakewalk for you to decide.
Let's start with order bump v/s one-click upsell and which one you should use to increase sales and boost average order value for your business.
Before we talk about the difference between upsell and order bump, let’s learn what these are one by one.
Order bumps are the offers on the checkout page. They're mostly complementary low-dollar, impulse buy products that don't need a lot of explanation.
One can add it to their order with a single click on the checkbox and then move on to place an order.
For example, if someone is buying an anti-aging moisturizer, you can offer them a low-dollar anti-aging sheet mask as an order bump. Since the sheet mask is low-priced and adds value to users, customers are likely to add it to their cart.
Here’s how an original order and an order bump looks on the checkout page:
One-Click upsells are the offers that your users see after they click on 'place order' on the checkout page and before they see the thank you page.
You tokenize their card so that they can make the payment with one click 'after' securing the original order.
For example, with an antiaging moisturizer, you can offer an anti-aging face serum as a one-click upsell.
And since the upsell product is a high-dollar product, customers need more convincing to want to buy this product.
That’s why you should offer to upsell with a proper upsell page where you can showcase the product's benefits and provide customer reviews to show how this product is worth the money.
Here’s how a One-click Upsell page looks:
You don’t have to choose between an order bump or upsell. If you want, you can offer both to your customers.
In the next section, let’s have a look at how Disneyland does and what its Order Bump and One-click Upsell offers are like.
Let's understand both the order bump and upsell offers from a real-life example of Disneyland.
Imagine you place your order for the tickets at the counter, and just before swiping your card, the staffer says:
You're in the mode and have mentally purchased the tickets, so you nod in favor. The staff instantly adds it to your order and deducts the updated amount. These Micky Mouse caps are Disnyland’s order bump offers.
Now you go inside, and there you have the photographers standing at every key spot. That's the backend funnel.
They click amazing pictures of you with your family while you're taking rides/enjoying the moment- that you just can't click with your own phone! These pictures work as a upsell to increase the order value of the customer post-purchase or after securing the initial purchase of the tickets.
We are sure you now understand what a upsell and order bump is. But what about the difference between them? Are you clear about that?
In the next section, we put some light on the difference between order bump and one-click upsell.
Both order bump and upsell offers aim to boost the order value by adding benefits to the customers in exchange for additional money. While both have the same goal of increasing AOV, there are differences in how they work.
For starters, an order bump is offered on the checkout page before a user makes the purchase for his initial items in the cart. On the other hand, an upsell is offered to the customers after they have checked out and placed an order.
The second difference is that order bump offers are usually low-dollar products, whereas upsell products are high-cost.
The third difference is related to the second difference. Since order bumps are low-cost, complementary items, you don’t need to put too much effort into convincing the customers to buy the products. Customers are more likely to buy the product if it provides value to them.
On the other hand, with upsell, you offer high-cost products, so their customers look for more reasons to justify the purchase. That’s why you need to convince the users to go for the product.
To maximize your order value, you should offer both an order bump and a one-click upsell. To better understand how to offer both, let's jump to some examples of order bumps v/s one-click upsells.
Now that you’ve understood the concept of order bumps and one-click upsells, let’s dive deeper and look at how it applies to you and me. So we'll learn from the examples that apply to the eCommerce industry.
Let's look at why a free trial to the membership makes a good bump, whereas the membership program is a good upsell.
When you’re selling a free trial or a $1 trial, you can use 4-5 lines to explain what your customers get inside and how it’s going to help them.
It’s actually a low-effort decision because, with just one tick on the checkbox, the free trial gets added to the order, and they get billed only after 15 or 30 days, not instantly. It means that people don’t have to make the payment decision right away.
Free Trial makes for a good WooCommerce order bump because there are low commitments involved, and they are easy to sell.
Let’s say that a user has to pay $37 right now to enjoy the benefits of your membership site - and then the same amount each month - there's a decision involved. And it requires a lot of convincing to make them add it to their order.
Hence, you need a strong sales case and an entire page to persuade them. Yes, you could offer a discount on the first month - but they still need to decide, which requires higher commitment and a strong sales argument.
Therefore, a membership program makes a good upsell offer.
Let's look at what's a good order bump and which one's a great post-purchase upsell offer.
It makes for a good order bump because people don’t need to think a lot about it before buying - it is an impulse purchase, and they need it to protect the main purchase, i.e., the phone.
In fact, there is not much decision-making involved in it.
Wireless charger is an excellent upsell product as it is a perfect combo with a phone. It is also in trend and in demand However, it’s a little expensive so customers will need more convincing than a screen guard.
So, create a sales argument here - throw in some testimonials, and explain the features and benefits of the item.
This is an evergreen strategy of order bumps and one-click upsells that many businesses are using.
By now, I am sure you've understood the thinking framework. Let's look at one more example of an audiobook and mini-course as an order bump, and one-click upsells.
When a user buys a book's digital or physical version, they’re already convinced about the book - what it is about, the author, and why they want it.
Hence, you don’t need any sales argument to make them buy the audio version of it.
All you have to tell them is that - 'here is the audio version of the book and that they can plug in their earphones and listen to it while on the go. You simply have to remind them that they can't carry the book everywhere but can tune in no matter where they are.
A minicourse qualifies as a good upsell offer. This is because it requires higher commitment from the users’ end - they need to invest time and effort in watching those videos.
It’s also important to let your users know what extras are available in the course, not available in the book. So you can construct a proper sales argument here and sell them on the benefits of the course.
You can also add a few testimonials of people who have taken up the offer and have results to show for it. Hence, you need sufficient space to convince your prospects about the course before they buy it.
Order Bump and One-click Upsells are pre and post-checkout offers, respectively; we can’t actually pit them against each other. Because your offer really decides whether it's a good order bump or a one-click upsell.
You can have both in place- while one works to close the sale at a higher value, the other increases AOV post the purchase.
Look at your offer and then follow this approach:
Thinking how you can offer both order bump and upsell on your WordPress site?
Well, you can easily offer order bumps and upsell using FunnelKit Funnel builder.
You can offer multiple order bumps if you want using FunnelKit. In addition, if you want you can also offer a discount on order bump products.
You also get multiple skins to choose from to design your order bump section.
Like order bumps, you can offer discounts on upsell products as well.
Here is a upsell page created by FunnelKit.
Yes. You can. If you use FunnelKit Funnel Builder, you can easily offer both order bumps and one-click upsell. In fact, if you want, you can offer multiple order bumps and upsells to your customers.
If you use FunnelKit Funnel Builder to offer order bumps and one-click upsell, then you can easily track the success of your offers in the form of orders, order bump and upsell revenues, total revenue, average order value, etc. All you have to do is go to the Analytics section, and you’ll be able to see all the details.
FunnelKit Funnel Builder is the ultimate sales funnel plugin that allows you to offer order bumps and upsell in very simple steps.
To offer these pre and post-checkout sales offers, this WordPress plugin comes with many prebuilt checkout and sales funnel templates.
All you need to do is import the template, customize the content, and add the products you want to offer as order bumps or upsells.
Additionally, you can A/B test your order bumps and upsell offers with FunnelKit. This way, you can try out multiple variants and go for the one that works best for you.
Furthermore, you can also keep track of how your order bump and upsell are performing from the in-depth analytics this tool provides.
Basically, this is an all-in-one solution to offer order bumps and upsells in order to increase the average order value.
So, don’t waste time. Get your piece of FunnelKit today!