Now, once someone takes you up on an offer, the best thing to do is to IMMEDIATELY offer them the next offer in the sequence. Yes, immediately.
They’re already open to and primed to your first offer, so while they’re open to it, it’s a good strategy to offer them the next step of the funnel. Tell them what the next logical step is. The next thing they need to move them toward their desired after state. Doing this will increase your conversion rate and help generate sales quicker.
So, once they’ve opted into you Lead Magnet, immediately offer them your EPO. If they buy your EPO right away, you’ll immediately want to offer them your Core Offer. If they take you up on your Core Offer, you should immediately try to upsell or cross-sell them your Profit Maximizer.
If they don’t immediately take you up on the next offer in the funnel, that’s okay. You can reach out to them again in the near future via email and/or your chosen traffic source and offer where they left off in your funnel. We’ll go into more detail about that in the Create the Return Path Module.
With that in mind, in this lesson, we’re going to examine the approach to making the immediate next offer. The upsell.
Follow these steps to create a successful upsell page:
After someone has opted into the offer you’ve presented on your landing page, a Thank You Page or pop-up should appear.
First, you want to thank them for their opt-in or purchase. You want to acknowledge and affirm the previous action that was taken so there’s no confusion on the consumer’s end that they’re getting what they just bought or opted in for.
Here, you’ll confirm with them that the offer has gone through, let them know when they can expect it, and give them their order number if applicable.
For instance, for a digital product, you may say an email has been sent with your order confirmation number and any necessary instructions for accessing the purchase.
Or for a physical product, you may say when you expect to ship the item and when they can expect it to arrive.
Here, the goal is to make them feel comfortable that they’re going to get their item.
This is where the pivot to the upsell begins. Here you’ll explain what they just got is a “part” of a much larger “whole.”
Don’t invalidate what they just got. What they just bought or opted in for is good, it’s great, it’s standalone. If they want more though, if they want to take it a step further, they should consider this other item that’s rather the next step in your funnel or is related to what they just got.
The language you want to use is that this next offer will help to enhance what they just got. It’s part of something bigger. And based on what they just got, you think they’d also be interested in this other item that will make their order even better.
Next, ask if they’d like to upgrade their order.
This is an important concept, by offering to upgrade their previous offer, you’re not selling them something new. You’re simply offering to upgrade something they’ve already purchased.
That positioning of your upsell will give you higher conversion rates. It will also make the selling job so much easier because you’re not offering them something new or some unrelated product.
If you frame this upsell as a totally new offer that’s completely different or that without this next new offer what they just got will be incomplete, you’re going to annoy your customers and you’re going to lose sales. So you want the upsell to be…
…because now they’re not making a new purchase, they’re simply upgrading the purchase they already made. It’s a continuation of an action that they’ve already agreed to and said they wanted, not a brand new action that they need to evaluate.
This is like when you go to a fast-food restaurant and they ask if you want fries with that. Or after you buy a plane ticket and the airline asks if you want priority boarding. Neither of these upsell offers change the end result, they simply enhance and upgrade the experience. So their customer gets a better experience and the business makes more money.
This goes back to the Profit Maximizers that we talked about in the previous module.
Once you’ve offered to upgrade their purchase, let them know you have a great deal for them. Hint right at the beginning that it’s better to take this upgrade offer than to wait and buy it at a later date because they’ll miss out on the deal/discount.
Simply explain what your next offer consists of. Tell them what they can expect and how and why it benefits them. So here, you’re getting into basic selling and using the same tactics that you used on your landing page of the original offer they just got.
Finally, make your call to action for them to buy your upsell. But you don’t have to hit them over their head with the upsell offer. You don’t have to be pushy.
This isn’t your only shot to make the sale. You’ve made your case, but if they don’t take you up on this particular upsell, you have their contact information, you can follow up with them at a later date. And that’s what we’ll cover in the next module.
But first, let’s look at some examples of upsell pages. First is one from DigitalMarkter confirming the delivery of a Lead Magnet and we upsell one of our related products…
Here, Leadpages upsells a webinar after delivering a Lead Magnet…
And finally, we have Amazon offering related products to the order that was just placed…