Why Not Adding Multiple Order Bumps to Your Checkout Crushes ARPU

Are you looking for a way to boost your ROI without investing more into your marketing strategy?

Adding order bumps to your checkout process is where you need to look into.

What is an order bump?

An order bump is an additional product that is suggested to a customer when they are completing their order (at the checkout stage).

An order bump is one of those upselling tactics that can both increase your revenue as well as build customer loyalty.

Obviously, order bumps can boost your average transaction value of a customer as well as your average revenue per user (ARPU).

In fact, according to our data order bumps can increase an Average Transaction Value by 30%, on average.

It is believed that order bumps work so well because customers are predisposition to make a purchase already, so they are inclined to spend money with you, and they might as well spend a bit more.

How to Add Order Bumps to Your Checkout Process Using PayKickstart?

To set up one or more order bumps using PayKickstart, follow these steps:

1. Add your order bumps as products (if you haven’t already)
2. Go to “Campaigns” and click the “Manage” icon to whichever Funnel you are looking to add the order bumps to.
3. Access “Checkout Options” for a product you want to add the order bumps to.
4. Enable an order bump option after which you will be able to select your product to serve as a product bump
5. You can choose whether you want your order bump to be preselected in the shopping cart or whether you want a customer to explicitly check it to add to their order
6. You can add several order bumps to a particular campaign and see what it does to its effectiveness. To add an additional Order Bump, click on the Add Another Order Bump button.
7. You can add order bumps to checkout pages, checkout pop-up forms or checkout embed forms.

Your order bumps will be charged separately (i.e. there will be separate transactions for each order bump). This way you can refund any of them separately, should this need arise.

Once you enable two or more order bumps, your customers will be able to pick and choose products they want to add to their purchase:

It also makes it possible to set up different types of transactions for your main product and its order bump. For example, your main product may trigger a recurring transaction, while an order bump may be a one-time purchase.

If you have a one-click upsell enabled, the order bump won’t be added as one-click upsells are designed to enable customers to make a repeat purchase quickly and easily, without changing its total.

When to use order bumps?

Unlike most upselling and cross-selling tactics, an order bump is used at the very bottom of your sales funnel, when a customer is reviewing their cart to make a payment.

For the same reason, it should also be handled with much care, as you don’t want to use a customer who is almost buying from you.

The most successful order bump is the one that your customer will need.

As simple as it sounds, it is essential: You don’t want to distract or irritate your customer just when they are ready to close their purchase.

Instead, you want them to get even more excited with their purchase.

A perfect order bump is the one that enhances your customer’s experience of the primary product or service, and they know it. This is why a copy you create to describe your order bump is also very important: Make it easy to understand and hard to resist!

An effective order bump is also the one that saves money: Make the price of your order bumper lower than the price of the original product.

Simply put, a good order bump is genuinely helpful and useful. Your only desire to increase your order value is not enough for creating a good order bump.

When done right, order bumps can also increase your conversion rates.

So what makes a good order bump?

• A complimentary product, hopefully the one that completes or enhances the primary one, i.e. the one that is added to the cart (Remember Amazon’s “Often bought together”: Always works like a charm!) A complimentary product can also be in the form of a digital download that helps a customer take full advantage of their purchase, like advanced tutorials, ebooks, templates or worksheets. This could also be a premium plugin enhancing the product capabilities. You can also market that plugin as one of free plugins and generate additional leads this way.
• A complimentary service, especially one that makes the purchase product easier to enjoy, like an installation support. AppleCare added to any Apple product purchase is a good example of an order bump. Another one is a faster delivery option, or a customized training. One of the most popular examples is the domain protection service added to a domain purchase.
• An enhancement to the primary product, for example, if a customer is buying a print or a photo, a good order bump could be a high-resolution digital version of that print or a photo. This is where you can reuse your lead magnets.

Make sure to closely monitor your cart abandonment rates for the products that have order bumps enabled. A growing number of people leaving a shopping cart without paying is a good signal of your order bump not working.

Likewise, a growing number of refund requests is another solid sign that you need to loosen your upselling strategy a bit and make it less aggressive and more transparent.

Conclusion

Order bumps are a great way to make more revenue without generating more traffic. It can also be a good way to develop closer connections with your affiliates because they will be happy to find that they will earn a commission from order bumps as well.

All in all, using an order bump is almost always a good idea if you can create an effective strategy.

Ann Smarty

Ann Smarty is the Brand Manager at Internet Marketing Ninjas, as well as co-founder of Viral Content Bee. Ann has been into Internet Marketing for over a decade, she is the former Editor-in-Chief of Search Engine Journal and contributor to prominent search and social blogs including Small Biz Trends and Mashable. Ann is also the frequent speaker at Pubcon and the host of a weekly Twitter chat #vcbuzz

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