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Order bumps and upsells are the highest-ROI work you can do on any funnel. 25-60% AOV lift from one afternoon of setup. Here is how to do it without breaking checkout.
Who this is forOwners with at least one converting ClickFunnels funnel who want to increase Average Order Value (AOV) without sending more traffic. Especially valuable for e-com, courses, and digital products.
What you'll need
Step 1
Sketch on paper: main offer → bump (under $50 or 25% of main) → upsell 1 (1.5-2x main offer) → upsell 2 (smaller, related).
The order bump is a low-friction add-on shown on the order form. Take rate is 15-50%. Should be priced under $50 OR under 25% of the main offer, whichever is lower.
Bump examples: a templates pack ($27), a checklist library ($19), a 1-month software bonus, an audio version of a course.
Upsell 1 is shown immediately after purchase. Should be 1.5-2x the main offer price. A "next level" version: more advanced training, 1-1 coaching, done-for-you service.
Upsell 2 (optional) is shown after upsell 1 (accepted or declined). Usually smaller, complementary. A "limited-time bonus" or accessory.
Map this on paper first. If you cannot articulate the ladder in one sentence, the offer is not ready to build.
Step 2
Open the Order Form page → drag in an Order Bump element → configure the product and copy.
In your funnel, open the Order Form page (where customers enter card details).
In the left sidebar, find "Order Bump" element. Drag it onto the page, ideally between the form fields and the submit button.
In the right panel, click "Choose Product" → select an existing product OR create a new one for the bump.
Bump copy: headline ("YES! Add the [Bump Name] for just $[X]"), 2-3 benefit bullets, image/mockup. Keep it tight — visitors will not read 5 paragraphs.
Pricing display: show the original price crossed out, the bump price highlighted ("Normally $97 — yours for $27 today only").
Save. Preview the order form — the bump should appear as a single click-to-add checkbox.
Step 3
Funnel → + Add Step → Upsell. ClickFunnels creates a dedicated page that bills the customer with one click (no card re-entry).
In the funnel editor, click "+ Add Step" after the Order Form.
Choose "Upsell" step type. ClickFunnels creates a new page configured for one-click billing.
Edit the page. Headline: "WAIT — One More Thing Before Your Order Is Complete." Direct, not pushy.
Sub-headline: "Add [Upsell Name] for just $[X] (this offer is only available right now).”
Body: 3-5 bullet outcomes of the upsell, a short video pitch (60-90 seconds) if you can record one, social proof.
TWO buttons: "YES — Add It To My Order" (links to next step) and "No thanks" (links to skip / thank-you).
In page settings → select the product to bill. Stripe charges the saved card automatically when "YES" is clicked.
Step 4
If the customer declines upsell 1, show a downsell — same offer at a lower price or smaller version.
After the upsell step, add another "Upsell" step. Configure it as the downsell.
In page settings → only show this step if the previous upsell was declined. (ClickFunnels has a "show if declined" conditional.)
Downsell copy: "No problem — here is a [smaller version] for just $[lower price]."
Useful for capturing customers who want the value but cannot stretch to the full upsell price.
Skip this step if you do not have a natural smaller version of the upsell.
Step 5
Final page after upsells. Must confirm what was purchased and deliver access to everything.
Headline: "Welcome, [Name]! Your order is confirmed."
Order summary: list the main product + bump (if taken) + upsell (if taken) + downsell (if taken). Use ClickFunnels dynamic order summary element.
Access delivery: clear next steps for each product. "Click here to access [main offer]," "Your [bump] is on its way," "Your [upsell] access details have been emailed."
Receipt link: confirms the transaction. Customers want to forward this to accounting.
Optional: an "invite a friend" or "join the community" CTA. Soft engagement, no more selling.
Step 6
Stripe test mode → run a real purchase end-to-end → verify bump, upsell, downsell, refund all work correctly.
In Stripe dashboard, toggle to test mode. In ClickFunnels, ensure the funnel uses the test Stripe account.
Use Stripe test card 4242 4242 4242 4242 (any future expiry, any CVC).
Run path A: main offer + bump + upsell + downsell (accept everything). Verify all charge.
Run path B: main offer only (decline bump, decline upsell, decline downsell). Verify only main charges.
Run path C: refund the main from Stripe dashboard. Verify ClickFunnels reflects the refund.
Switch back to live mode only after all three paths work.
Step 7
In ClickFunnels Analytics, watch bump take-rate, upsell take-rate, and AOV (Average Order Value) for the first 30 days.
Open Analytics → your funnel → Sales tab.
Track three metrics: Bump take-rate (% of customers who add the bump), Upsell take-rate (% who accept upsell 1), and AOV (avg order value).
Healthy bump take-rate: 20-40%. Healthy upsell take-rate: 8-20%.
If bump rate is under 15%, the bump offer or copy is wrong. Test new versions.
If upsell take-rate is under 5%, the upsell is too expensive or too disconnected from the main offer. Lower price or change product.
Most healthy ladders push AOV from $97 to $140-$180 on average.
Common mistakes
Bump priced too high
What goes wrong: A $97 bump on a $197 main offer feels manipulative. Take rate drops to 5-10% AND main offer conversion drops because visitors abandon at checkout.
How to avoid: Bump pricing: under $50 OR under 25% of main offer, whichever is lower. $19-$47 is the sweet spot for most bumps.
Bump unrelated to the main offer
What goes wrong: A 'how to invest in real estate' bump on a 'meal prep course' confuses customers. Take rate runs 3-8% and refunds rise.
How to avoid: Bump must be a natural complement to the main offer. Course bump = templates from the course. Service bump = a related templates pack or DIY guide.
Upsell too expensive relative to main offer
What goes wrong: Main offer $97, upsell $1,997. Customer just bought, is not ready to spend 20x more. Take rate drops to 1-3%.
How to avoid: Upsell pricing: 1.5-3x the main offer is the sweet spot. $97 main → $197-$297 upsell. Higher leaps need a deeper sales process, not a one-click decision.
Three or more upsells in a row
What goes wrong: Customers feel ambushed. Refund rates spike 2-3x. Brand reputation suffers. Long-term LTV drops despite short-term AOV gain.
How to avoid: Maximum 1 upsell + 1 downsell + 1 thank-you-page soft cross-sell. Three "stages" of selling post-checkout is the absolute ceiling.
Not testing in Stripe test mode before launch
What goes wrong: Live customers hit the funnel, get charged for the main offer but the upsell silently fails. They are confused, you lose the revenue, support tickets pile up.
How to avoid: Run all 3 paths in test mode first. Verify ClickFunnels and Stripe agree on every charge before sending traffic.
Generic upsell copy
What goes wrong: 'Upgrade your order' or 'Get more value' converts 3-5%. Specific 'Add the 1-1 Coaching Call' converts 12-20%. Vague copy costs you 70% of potential upsell revenue.
How to avoid: Name the upsell specifically. Show outcomes, not features. "Add the 4-week 1-1 coaching pod" beats "upgrade to premium" every time.
Recap
Done — what's next
How to build a Video Sales Letter (VSL) funnel in ClickFunnels
Read the next tutorial
Hand it off
Order bumps and upsells are the single highest-ROI optimization in ClickFunnels. A specialist can typically lift your AOV 25-60% in one afternoon — far more revenue than another month of traffic-driving work. From $14-16/hr — most upsell-ladder projects land at $300-700.
See specialist rates
Properly designed bumps (priced low, clearly optional, one-click) do not hurt main conversion. Poorly designed bumps (priced high, hard-to-decline language) can drop main conversion 5-10%. Test with a 14-day A/B split if in doubt.
8-20% is healthy. Below 5%, the upsell is mispriced or disconnected from the main offer. Above 25%, the upsell might be priced too low and you are leaving margin on the table.
Yes. Open the funnel → + Add Step → insert the Upsell page between Order Form and Thank You. Existing customers continue uninterrupted. Just test the full flow before traffic resumes.
In Stripe, refund the specific charge (each upsell is its own transaction). ClickFunnels reflects the refund automatically. Set a clear refund policy on the order form footer to avoid disputes.
Yes, when true. One-click upsells genuinely cannot be re-purchased without re-entering card details, so 'only on this page' is honest. Avoid false scarcity ('only 3 left') unless it is actually limited.
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