I’m always looking for ways to increase AOVs.
Because ultimately, the game we’re playing comes down to one thing:
What’s the maximum amount you can afford to spend to acquire a customer.
Those who can spend more, win.
It’s that simple.
Which is why I’m excited to share this NEW win with ya’ll 🙂
The original downsell page
This was a pretty standard page.
Essentially offering 3 bottles instead of 6 to the customers that declined upsell 1.
And it worked well.
But we thought we could do better.
Enter: The Downsell Skip
The downsell skip-Up is exactly what is sounds like.
It skips the downsell page…
And instead, a pop up appears that completely replaces the D1 page.
Here’s what it looks like:
The Results
The results were pretty straightforward.
The downsell skip…
- Increased U1 CVR from 9% to 15%, a 66.7% lift.
- Increased Backend AOV by $7 (from $15 to $22)
Why it works
Here’s my thinking…
Whenever a webpage reloads, you lose a certain number of people.
Whether that’s to internet cutting out, people getting distracted, or customers getting annoyed.
And if we could eliminate that “re-load” phase, but still pitch the same thing…
In theory, we should get a list.
The results prove it so.
And this can be implemented across any funnel and upsell.
Anywhere there’s a downsell, just do this downsell skip-up instead.
Future tests will involve D2 and D3, which I’m sure will turn out positive.
However, it’s such low volume and contribution to the overall AOV that’s it’s not a current priority.
How to implement it
I’m working on getting the code for this from my team, but might be a bit of time (we’re transitioning to a new platform).
When I’ve got it though, I’ll post it here 🙂
Pour Conclure
The big lesson here is around friction, and the question you need to ask yourself is this:
Where can I reduce buying friction for my customers?
Go through your funnels, and ask yourself that.
And you’ll be amazed at what money holes you find that are leaking cash from your funnel.
Plug those. And go flood your bank account.
PT
P.s. we taught this a few weeks ago to our mastermind members and they were blown away by the results.
If you run a supplement business (DR, Ecom, or other) or are looking to start one…
You should check out his page.
