{"id":3094,"date":"2019-11-19T07:58:41","date_gmt":"2019-11-19T11:58:41","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=3094"},"modified":"2021-06-12T17:45:55","modified_gmt":"2021-06-12T21:45:55","slug":"case-study-whats-the-best-way-to-up-sell-a-supplement-bottle","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/case-study-whats-the-best-way-to-up-sell-a-supplement-bottle\/","title":{"rendered":"CASE STUDY: What\u2019s The Best Way To Up-sell a Supplement Bottle?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Selling a dietary supplement off of a front-end book offer is a tried and true strategy for selling supplements online. Especially in places where dietary supplements are not seen as very favorable by advertisers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The typical approach to selling a bottle of supplements off of a front-end book offer looks like this\u2026<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\tBook Offer &gt; Up-sell 1 Supplement Offer<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">However the typical strategy of selling supplement bottles on the first up-sell may not be best way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the core principles of maximizing sales on up-sells is to sell a congruent product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Up-sells should always enhance the initial purchase in someway. The product you\u2019re selling in the up-sell needs to be congruent with the previous one.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think of each up-sell as an expansion on the overall problem your buyer has.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What will they need on their journey towards solving that problem?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If they just bought a book, that can be elevated to an audio version of that same book.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or you could sell them a supplement bottle that solves the problem they are trying to eliminate from the book.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But which is better?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say a visitor just bought your free plus shipping book on how to reduce their high blood pressure. The natural supplement up-sell is to sell them a pill that does just that.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The book is the foundational information and may have a plan you can follow to reduce your blood pressure but it may take 30 &#8211; 90 days and require a lot of effort like changing your diet, exercising, etc.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The supplement offer is the fast track solution as compared to the book.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selling speed is another core up-sell strategy that works.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The audio book is selling speed as well, because you can listen to the book faster than you could read it, if you read it at all.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Both offers, the audio book and the supplement bottle are the perfect fit for a one-time-only (OTO) up-sell offer, where the buyer is presented with an offer after the initial purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But there\u2019s another kind of up-sell we also need to look at\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Add-On Bump Offers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An add-on offer or bump offer as some call it, is like a mini up-sell. It appears on the order page with a simple check box to add it to your order.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s like an impulse buy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a few examples\u2026<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"313\" height=\"202\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2019\/08\/Screen-Shot-2019-08-01-at-11.57.57-AM.png\" alt=\"\" class=\"wp-image-3105\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2019\/08\/Screen-Shot-2019-08-01-at-11.57.57-AM.png 313w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2019\/08\/Screen-Shot-2019-08-01-at-11.57.57-AM-300x194.png 300w\" sizes=\"auto, (max-width: 313px) 100vw, 313px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"305\" height=\"510\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2019\/08\/Screen-Shot-2019-08-01-at-10.58.39-AM.png\" alt=\"\" class=\"wp-image-3104\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2019\/08\/Screen-Shot-2019-08-01-at-10.58.39-AM.png 305w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2019\/08\/Screen-Shot-2019-08-01-at-10.58.39-AM-179x300.png 179w\" sizes=\"auto, (max-width: 305px) 100vw, 305px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Most marketers overlook offering an add-on offer. But they shouldn\u2019t, it can add more to your average order value (AOV) and it makes a difference when every dollar counts in a cold traffic funnel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An add-on is typically thought to add on a few dollars to cover the loss of the front-end, which is typically a free plus shipping book offer.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So an audio version would sell for something like $19.95 for physical CDs or a digital MP3 version. You could also have both options as two different add-on offers on the same order page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So the typical book funnel with an add-on offer would look like this\u2026<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\tBook Offer &gt; Audio Book Add-on &gt; Up-sell 1 Supplement Offer<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">As you may know, your first up-sell is the most valuable spot for additional AOV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Up-sell one is going to have the biggest take rate and you\u2019re going to capture the lions share of your up-sell revenue from that spot.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">But what if you flipped it on it\u2019s head?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We were really curious what would happen if we bucked conventional wisdom.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, we tested a funnel configuration that offered an audio book add-on against offering a supplement bottle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the funnel configuration of the control\u2026<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\tBook Offer &gt; Audio Book Add-on<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Verses the funnel configuration of the treatment\u2026<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\tBook Offer &gt; Supplement Offer Add-on<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Essentially testing two different funnels. Each funnel received 1,200 front-end book sales. And the conversion rate for the book on both funnels was the same.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The difference is in the add-on.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the control funnel: <em><strong>Book Offer &gt; Audio Book Add-on<\/strong><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The audio book add-on converted at 4% a little low. I typically see 7% to 10% conversion rates on add-ons.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the treatment funnel: Book Offer &gt; Supplement Offer Add-on<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The add-on supplement bottle converted at the same 4% but the ticket price was higher. $29.95 for a single bottle verses $19.95 for the audio book.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most marketers think you can only sell low price points on add-ons, nothing more than a few bucks. And certainly not for more than the front-end ticket price, which in the case of a free plus shipping book is typically $4.95 &#8211; $9.95<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is absolutely not true. in both funnel configurations here the add-on price point is much much higher than the shipping cost on the front-end.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The important thing to note here is that the control add on of the audio book accounts for 9% of the total funnel revenue.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While the supplement bottle add on accounted for 19% of total funnel revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not just the conversion rate that\u2019s important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As you can see, the funnel makes more money by offering the supplement as an add-on offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does this buck the idea of congruency?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No not at all\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Congruency is more than the same product or an easier way to consume the product.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s about solving the problem.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The supplement bottle works as an add-on because it solves faster than the problem the book is promising an answer for.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Speed and ease of use is still the strategy used here.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if you\u2019re selling a weight-loss front-end book, offer a detox up-sell as a way to jumpstart your way to better health or speed up your weight-loss.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Up-sells and add-ons should always be congruent with the previous buying decision, and problem your buyer is looking to solve.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you look at the front-end from a buying decision perspective, what\u2019s the best solution to the core problem is the next offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s often worth bucking the status quo way of thinking, especially when it comes to increasing revenue.<br \/><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"375\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg\" alt=\"\" class=\"wp-image-5168\" style=\"width:190px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250.jpg 250w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/revenue-ceiling-250-200x300.jpg 200w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Breakthrough The Supplement Revenue Ceiling<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This diagnostic reveals the specific bottlenecks limiting your supplement brand&#8217;s revenue growth and provides a clear optimization pathway for breakthrough.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/creativethirst.newzenler.com\/f\/break-through-the-supplement-revenue-ceiling-1\">GET YOUR DIAGNOSTIC<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/hsbm.buzzsprout.com\"><img loading=\"lazy\" decoding=\"async\" width=\"392\" height=\"380\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png\" alt=\"Health Supplement Business Mastery Podcast\" class=\"wp-image-4566\" style=\"width:194px;height:auto\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo.png 392w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/health-supplement-mastery-podcast-logo-300x291.png 300w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Listen to the <a href=\"https:\/\/hsbm.buzzsprout.com\" target=\"_blank\" rel=\"noreferrer noopener\">Health Supplement Business Mastery Podcast<\/a> for for dietary supplement entrepreneurs and marketers. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/health-supplement-business-mastery\/id1501188717\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"150\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png\" alt=\"\" class=\"wp-image-4567\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast.png 400w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/apple-podcast-300x113.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/6tzo0If1DvE5QMJaAPjrRY\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"373\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png\" alt=\"Listen to the health supplement business mastery podcast on Spotify\" class=\"wp-image-4569\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts.png 1000w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-300x112.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/spotify-podcasts-768x286.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/feeds.buzzsprout.com\/889189.rss\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"260\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png\" alt=\"Listen to the health supplement business mastery podcast on Google Podcasts\" class=\"wp-image-4568\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-1024x260.png 1024w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-300x76.png 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast-768x195.png 768w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2023\/11\/google-podcast.png 1072w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Selling a dietary supplement off of a front-end book offer is a tried and true strategy for selling supplements online. Especially in places where dietary supplements are not seen as very favorable by advertisers.&nbsp; The typical approach to selling a bottle of supplements off of a front-end book offer looks like this\u2026 Book Offer &gt;&hellip; <a class=\"more-link\" href=\"https:\/\/creativethirst.com\/blog\/case-study-whats-the-best-way-to-up-sell-a-supplement-bottle\/\">Continue reading <span class=\"screen-reader-text\">CASE STUDY: What\u2019s The Best Way To Up-sell a Supplement Bottle?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3094","post","type-post","status-publish","format-gallery","hentry","category-conversion-rate-optimization","post_format-post-format-gallery","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CASE STUDY: What\u2019s The Best Way To Up-sell a Supplement Bottle?<\/title>\n<meta name=\"description\" content=\"Selling a dietary supplement off of a front-end book offer is a tried and true strategy for selling supplements online. 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