You worked so hard to get the potential customer to visit your website, subscribe to your email list, and check out your sales page.
And it paid off. They are ready to buy your product. But did you know that this moment presents the best opportunity to increase the lifetime value of that customer?
All you have to do is offer them a better version of the product they have already decided to purchase. It’s called upselling.
Today we are going to discuss the best way to do that: the one-click upsell.
Here’s what you will learn:
- What is the one-click upsell?
- Why you should use the one-click upsell.
- How to create an irresistible one-click upsell.
We will also share upsell examples that you can draw inspiration from.
So are you ready to start making more money?
What Is Upselling?
There’s a lot of confusion about the difference between upselling, cross-selling, and downselling.
Let’s clear it up:
- Upselling is a sales technique where you offer the potential customer an upgraded version of the product that they have already decided to buy.
- Cross-selling is a sales technique where you offer the potential customer a product that is complementary to the one that they have already decided to buy.
- Downselling is a sales technique where you offer the potential customer a product that is a downgraded (and thus less expensive) version of the offer that they rejected.
Ideally, you should implement all three techniques in your sales funnel, with one-click offers for each one.
That being said, the topic of this article is upselling, so let’s take a look at one classic example…
Upselling Example: McDonald’s “Supersize” Option
McDonald’s used to have an option to supersize your order.
When you bought a meal there, the cashier would ask you:
“Would you like to supersize that?”
And if you said “Yes”, they would then increase the portion sizes of everything included in your meal and charge you extra for it.
This is arguably the most infamous upsell in history thanks to the hit 2004 documentary “Super Size Me”.
In that movie the filmmaker committed to eating nothing but McDonald’s food for one month.
But there was a catch: he had to say “Yes” every time he was offered to supersize his meal.
Let’s just say that this was not beneficial to his health.
McDonald’s discontinued the supersize option the same year that the movie came out, though the company’s spokesperson said that this decision didn’t have anything to do with the movie and that the driving force behind it was menu simplification.
Still, the company’s supersize option remains the go-to example to illustrate the concept of upselling, despite being discontinued for more than 15 years.
Most Popular Upsells
So what can you offer as an upgrade to the product that the potential customer is about to buy?
Here are some ideas:
Offer a Subscription
Are you selling a product that people use regularly?
Then why not offer them a subscription that’s a better deal than a one-off purchase?
The potential customers know that:
- They are going to use up the product.
- They will want to buy more of it (assuming that they like it).
So they might be open to the idea of a subscription.
After all, it would not only help them save money but also remove the hassle of having to manually re-order the product every time.
Native offers two options to people who are interested in their body wash:
- A one-time purchase for $8.
- A subscription for $6. That’s a 25% discount!
That way, the potential customer can try out the product to see if they like it, then subscribe to save money.
Increase the Quantity
Another upsell that works well for products that people use regularly is to offer them a larger quantity for a better price.
Time Health specializes in selling various organic supplements.
One of those supplements is organic acerola cherry powder:
They offer four options:
- 125g for £12.90. That’s £103.2 per kilogram.
- 250g for £22.48. That’s £89.92 per kilogram.
- 2x250g (500g) for £39.98. That’s £79.96 per kilogram.
- 4x250g (1kg) for £73.32.
As you can see, buying one kilogram of powder at once costs £29.88 less than buying the same amount in 125g pouches.
This is a great deal for someone who consumes acerola cherry powder every day.
#3 Extra Features
You can also upsell by offering a version of the product with extra features. What bonus elements can you add to it to make it more valuable to the potential customer?
Brennan Dunn sells various information products that help freelancers make more money.
One of them is an online course called “Double Your Freelancing Rate”.
He offers two packages:
- The complete course for $297. This includes all four modules of the course, lifetime access to its community, a 60-day accountability follow-up course, 21 case study interviews, ready-to-go templates and documents, swipe copy for each part of the sales process, and lifetime updates.
- The complete course + coaching for $597. This package includes everything in the previous package plus a one-on-one coaching session with Brennan.
As you can see, these packages are identical, so you would be paying $300 for coaching from Brennan.
This might seem expensive but if you are a freelancer that is struggling to make that business model work, it might be a worthwhile investment if it helps you get on the right track.
Throwing in coaching is probably the most straightforward way to create an upgraded version of your product.
However, there are also other options, such as including various additional resources in the upsell package.
Nathan Barry, the founder of ConvertKit, sells a book on self-publishing called “Authority”.
He offers three packages:
The complete digital edition for $199. It includes the book, 7 video tutorials, 11 video interviews, and 3 resources.
The strategy edition for $499. It includes everything in the complete digital edition as well as a call with Nathan.
The digital edition for $39. It only includes the book.
As you can see, the core product is the book, which by itself only costs $39.
But offering various bonuses such as video tutorials, video interviews, resources, and coaching allows Nathan to sell additional packages that cost much more.
What Is the One-Click Upsell?
Okay, so now you know what is an upsell, but what exactly is the one-click upsell?
Remember how all you needed to do to supersize your McDonald’s meal was to say “Yes” when the cashier asked, “Would you like to supersize that?”.
Well, the one-click upsell is the online version of that, it’s an upsell that only requires a single click to upgrade the order.
Why You Should Use the One-Click Upsell
Here’s what you need to know about selling via the Internet:
People are incredibly distracted when they are shopping online.
The potential customer is likely to:
- Be listening to music, listening to a podcast, or watching a YouTube video.
- Have a bunch of tabs open in their browser.
- Have a smartphone nearby with notifications on.
And that’s all while they are browsing your website!
(And this doesn’t account for “in real life” distractions such as dinner being ready, screaming babies, noisy flatmates, etc.).
Someone who is this distracted is likely to give up on the task at hand the moment they feel that it’s too tedious.
Say, Google found that if a page load time increases from one second to three seconds, the probability of a bounce (the visitor leaving the website) increases by 32%.
That sounds ridiculous. Surely people can wait 2 extra seconds for a page to load? Well, apparently, some of them can’t.
That’s why it’s so important to eliminate any unnecessary friction from the shopping process.
Every extra step that the potential customer needs to take to buy your product reduces the likelihood of them finalizing the purchase.
The one-click upsell is so powerful because all you are asking them to do is to click a button.
And you are doing it at the perfect moment: when they are about to buy your product.
That is the moment when you have the best shot at increasing the customer lifetime value. Who would want to waste an opportunity like that?
How To Create an Irresistible One-Click Upsell
So how can you make your one-click upsell irresistible?
Here are some ideas:
Focus on Providing Value
What upgrade on that particular product would benefit the potential customer the most?
Try to put yourself in their shoes. If you were about to buy that product, what kind of upsell would be most appealing to you?
Offer an Amazing Deal
You want it to be immediately clear that going with the upsell makes more sense. The increase in price should be eclipsed by the extra value.
Also, if you are offering a subscription or an opportunity to buy in bulk, make sure that the pricing makes it obvious that it’s a great deal.
In fact, you might want to display that discount in terms of a percentage, as Native does with their “Subscribe & Save 25%” subscription.
Keep in mind that not everyone is great at mental math, so people might not realize that the upsell comes with a discount if you don’t emphasize it.
Consider Adding Scarcity
One of the Robert Cialdini’s six principles of persuasion is scarcity
It boils down to this:
We value scarce things.
The less available something is, the more we want it.
There’s no denying that scarcity is a controversial sales technique but there’s also no denying that it works.
So see if you can add an element of scarcity to your upsell.
Say, you could display the number of products left, you could make the offer available for a limited time, etc.
However, note that artificial scarcity might alienate people, so make sure that you provide some reason as to why the upsell is scarce.
You want your upsell to be an easy “Yes!”, not something that makes the potential customer stop and think.
Keep in mind that if they do that, they might get distracted and abandon their cart altogether.
Don’t Pitch the Upsell Straight Away
You can present your upsell together with the core product… But we don’t think you should. Why?
Because when you do that, the potential customer needs to decide:
- Whether they want this product to begin with.
- Which version of this product should they buy.
The problem with this is that the more options you offer to someone, the less likely they are to actually make the purchase. This phenomenon is called the Paradox of Choice.
That’s why it’s much better to present the core product first, then only pitch the one-click upsell if the potential customer says “Yes”.
That way, you are simplifying their decision process by only making them evaluate one offer at a time, which makes them more likely to buy.
In fact, this is in keeping with one of the most important principles of conversion rate optimization, which is to only have one call to action at any given time.
The one-click upsell will help you increase the customer lifetime value once they have decided to buy your product.
However, you need to understand that what happens before the potential customer arrives on your sales page is just as important as what happens after they do.
Our co-founder, Russel Brunson, has created a system for converting site visitors into leads, leads into customers, and customers into repeat customers.
It’s called the Value Ladder sales funnel. Want to learn more about it?
Be sure to check out our 5 Day Challenge.
You will learn how to:
- Generate unlimited leads.
- Create your first lead magnet.
- Build your first sales funnel.
- Create a simple 6-email follow-up sequence.
- And launch your funnel!
…in just five days.
So don’t hesitate.