Results: Which Upsell Format Converted Best?

Upsell offer placed directly above "buy now" button

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Upsell formatted as a pop-up

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Difference Between Versions:

Version A: Placed directly above “buy now” button; formatted with a radio button
Version B:
Formatted as an overlay/pop-up; displayed after the course was added to cart


Key Performance Indicator (KPI): 

Test Goal:

Increase the number of people adding course workbooks

Traffic Source: 

All – Direct, search, referral, organic, paid, affiliate, email list, and social

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This week’s Featured Test is brought to you by:

Test Run By

Brand Value Accelerator

Test Run For

Tony Robbins

Test Run On

Optimizely

WINNING VERSION

A

Poll Results - The Best Guesses:

Which Upsell Format Converted Best?

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Test Details:

Inspirational self-help guru, Tony Robbins, knows a thing or two about achieving personal best. He’s all about optimization — both literally and figuratively.

To optimize sales for his online store, he turned to the leading eCommerce marketing agency, Brand Value Accelerator.

Together, they explored the optimal way to increase upsell purchases of a hardcopy workbook, sold with a Tony Robbins online course.


Background:

The study goal was to increase Average Order Value (AOV).

The testing team figured showing shoppers a relevant course add-on — a hardcopy workbook — would help bring in the bucks.

But, they didn’t know the best place, or format to display the add-on. The team questioned whether it’d work best to show the workbook in an overlay, display the add-on item in-line, put it in a form, or place the item directly above the “buy now” button.


Hypothesis:

The team suspected placing the add-on offer directly above the “buy now” button would garner the most interest, leading to increased AOV.

However, they worried this placement may also create distraction, since there’d be competing elements shifting focus away from the most important “buy now” button.

So, decided to put it to the test.


Test Set-Up:

To definitively determine which format and placement worked best, a total of four different variations were created and tested, using the Optimizely platform. The test ran for two weeks.

During this time, traffic was split evenly across the four versions. Approximately 6 thousand shoppers were directed to each variant.

Average Order Value (AOV) was tracked across all versions and monitored on both mobile and desktop devices.


The Real-Life Result:

Winner: Version A – with the radio button placed directly above the “buy now” CTA — proved the winner. It outperformed all other versions. It looked like this:

The worst-performing version displayed an “add to order” overlay. It looked like this:

Compared to the worst-performing version, the winning radio button format increased AOV an astounding 27.4%. Results achieved 90% confidence.


Analysis:

According to Inuit Quickbooks, upselling and cross-selling are great techniques to increase revenue and improve profit margins.

In fact, upsells can account for up to 30% of total eCommerce revenue. And, as Inuit puts it: “when they’re done intelligently, upselling and cross-selling can improve your customers’ buying experience and customer satisfaction.”

So how do you create a “intelligent” upsell?

Well, this test shows optimizing the placement and format of the upsell offer are two key components.

In this test, the losing overlay format likely made the add-on seem like an obvious upsell. It was like a second thought. Users first had to question whether they wanted to shell out the dough to purchase the course. Then, had to, again, decide whether they wanted to pay more money for the workbook.

This process likely created hesitation. Several purchase decisions needed to be made. And, every additional dollar likely felt like it hurt.

However, with the winning version, the process was much more seamless. As the eye scanned down the page, clicking to select the physical workbook seemed the obvious choice. After all, if paying for the course, why not get the workbook to go with it? At just $20, the workbook seemed like a deal — rather than an extra hit.

In both cases, the workbook was the same amount. But, in the winning version, the placement and format made the workbook feel like a natural, helpful extension of the course.


Ultimate Takeaway & Immediate Application:

Placement and format are crucial considerations when optimizing upsell offers.

Test aspects like when, where, and how to place your upsell offer.

The obvious goal is to make your offer seem like a natural extension of the purchase — rather than an additional product you’re trying to sell.

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Poll Results - The Best Guesses:

Which Upsell Format Converted Best?

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Test Run By

Brand Value Accelerator

Test Run For

Tony Robbins

Test Run On

Optimizely