The ESSENTIAL Upsell Strategy to scale your DTC Brand

When using upsells in funnels, we need to have a good strategy for not only where we place them, but also what they are, and also when we decide to pay money to promote them.

The three most common types of upsells are these:
1: Pre-and post-transactional upsells
– these sales occur during the transaction process and often perform the function of allowing somebody to create a bundle by adding ancillary offers to a transaction.
2: Rebuttal upsell’s
– These are bundles that we offer potential customers to overcome objections built around value and price.
3: Buy More Save More
these are often presented as buy one get one free or buy three get one 50% off etc. the strategy here is to allow for higher volume at a lower margin to occur within single transactions.

Strategically, we generally want to focus on Testing The upsells in the following order:
First, a post-transaction upsell. Trying to extract a greater AOV during a single session after a transaction has already been confirmed.
Second, a pre-transaction upsell. Trying to bump up the value of any particular offer before the final transaction occurs. This can have a direct and negative impact on the conversion rate, so it should not be tested until a post-transaction AOV in the conversion rate benchmark has been established.
Third, the rebuttal upsell. Once we have established a data set of what users are likely to pair together with our offers we can present those commonly occurring pairings as their own unique offers. Often this referral upsell is nothing more than a buy more save more type option.

When we decide to run paid media to rebuttal upsell, we need to have a clearly defined CPA and volume target. We also need to keep in mind that these offers can Justice often be taken by folks who have already purchased once, or a dozen times, or have never bought from us before.

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