To figure out which customers are hyperactive buyers at the point of sale, I need to offer
an upsell immediately after I qualify them with a low-cost or free offer. Here are my
favorite ways to do that:
Bumps: These are the little offers we add on to our order forms, and they
have completely transformed our business. This concept is very similar to the
experience you have in a grocery store checkout line. You see the candy bars,
gum, and other little things that are all too easy to throw in with your order. My
team does a similar thing with our order-form bumps. With two lines of text and
a checkbox, we are often able to get up to 40% of our buyers to upgrade and pay
an extra thirty-seven dollars or more at the point of sale.
Just make a simple discount offer with a checkbox on the order form.
One-Time Offers (OTOs): After someone has purchased any of your
frontend offers, you can make them a special, onetime offer. The best OTOs are
products that will complement the initial purchase. Often we’ll make two to three
separate offers to people after they buy, as long as the sequence of offers adds
more value to the initial offer.
first offer. These are special deals they can only get if they act right away.
Downsales: If the buyer says no to the OTO, you can downsell them with
either a different product or a payment plan option on the original offer. Don’t
give up just because they said no to paying the full amount all at once. Often we
find that up to 20% of people who say no to the special offer will say yes to a
payment-plan version on a downsell.
Affiliate Recommendations: These recommendations typically happen after
buyers finish going through my upsale/downsale sequenece and have landed on
the “thank you” page in my funnel. On this page, I will usually thank buyers for
ordering and then link to other offers that would likely serve them.
Let’s Review: Do you see how these blocks work to build a system that benefits your
company? Simply go through each phase in the funnel and choose which block you want
to try. You’ll soon discover the ones that work best in your market, and you’ll rely on them
over and over. But don’t forget to test out some of the alternatives now and then. You
never know when a straight sale will beat out a trial for a particular offer—unless you test
it. I encourage you to split test different blocks for all your offers. I know split testing can
be intimidating for some, and the software can be expensive. But I think it’s so important
to the long-term growth of your business that we included simple split testing options
inside ClickFunnels to make it super easy.
Up Next: New ideas for building blocks are being developed all the time, but these
listed above are the most common and most effective, I’ve found. Now that you know
what the blocks are, we can start building actual funnels.
In the next chapter, I’m going to discuss which types of funnels we use on the
frontend of our Value Ladders, the ones we use in the middle, and those we use for the
backend. Understanding this will help you to better understand how to use each of the
funnels I will be giving you later.