3 AOV Boosting Tactics from this $14 Cold Traffic Front End Offer

The right upsell flow is critical to maximizing your offer’s average order value.

But that’s not what we’re going to talk about today.

Because there’s a lot you can do, before the purchase, to add a serious chunk of change to that initial order revenue stack.

And we’ll get into 3 “pre purchase” AOV bump tactics you can learn from our latest Funnel of the Week in just a moment…

But first, a quick update from us at Funnel of the Week:

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

Now let’s dive into today’s content…

Boost AOV with these 3 “Before the Sale” Tactics

Upsells are a great way to boost AOV, once your customer has begun the purchase process.

But that’s not what we’re going to talk about today. 

Instead, we’re going to talk about creative ways to boost your Average Order Value by playing with what happens before a customer actually starts the purchase process.

And this week’s Funnel of the Week, Club Early Bird, does a great job at this.

First, if you haven’t heard of Club Early Bird, it’s a hydration/energy drink mix you drink first thing in the morning:

They’re doing big numbers, mostly on Meta traffic with vertical format video.

(With probably the least boring, most mobile-friendly “Generation Z” text sales page we’ve ever seen… More on that in the full breakdown) 

But let’s take a look at something else very important about Club Early Bird:

The front end offer price point.

Because when you look around the market, most DTC nutra offers are closer to the $100 minimum order value range.

Take this monster affiliate offer Glucotrust, for example:

(Btw we’ll be releasing a breakdown of the Glucotrust VSL funnel next week that we did with former SixPackShortcuts CMO Johnson Li)

Instead of nutra products like Glucotrust where the lowest possible cart value is $78…

Club Early Bird takes a lower priced front end approach, leading with a $14 dollar front end product.

So, how are they making this unusually low “impulse buy” price point work?

Great question…

3 Ways Club Early Bird Boosts AOV BEFORE the Sale…

So, how do you make a $14 dollar front end product on cold traffic?

Simple: you hunt for ways to add to your margin wherever you can, and give your customers as many opportunities as possible to pay you more, from the first click onwards.

Inside the full funnel breakdown inside the Funnel of the Week Members Area, we get into all the details on everything Club Early Bird is doing to boost AOV (like upsell flows, pushing to continuity/subscriptions, etc.)

But for now, let’s look specifically at what happens before you actually buy.

Let’s start with the $14 front end purchase:

Let’s select that $14 sample pack and click on that Add to Cart button and see what happens…

AOV Boost #1: The $2.99 “micro bump”

Right away you’re hit with the first of many revenue boosting tactics:

A pre-checked $2.99 shipping protection option:

Adding $2.99 in AOV doesn’t seem like much…

But when your initial price point is $14? That’s a 21% bump in AOV right out of the gate.

(Also note: This option is auto-selected, which no doubt increases conversions.)

Let’s keep the shipping protection selected and click that “proceed to checkout” button to see what’s in store next…

AOV Boost #2: Custom Pre-Order Bundle Upgrade OTO

Here we are immediately hit with an OTO (one time offer) popup:

Here Club Early Bird is giving us the opportunity to swap out the $14 sample pack for a $59.84 bundle offer that’s 12% discount on the 45 serving tub.

Now here’s one cool thing about the way Club Early Bird sets up this order bump OTO: 

(They’re using Zipify for this) 

It’s custom, depending on what’s in your cart:

Low ticket Order Bump OTO route: Take the $14 offer at first? You’ll see this bundle upgrade, and a continuity option deeper in the funnel.

Higher ticket “bundle” Order Bump OTO route: If you take the $68 bundle up front? 

You’ll get hit with a continuity offer here on this pre-order OTO bump instead:

Like most high performing supplement / nutra funnels, all roads lead to recurring revenue.

(Note: There are some very, shall we say “interesting” things going on with this particular continuity/subscription offer pop - which we’ll get into inside the full breakdown, along with the many ways the entire funnel optimizes for subscription purchases)

Let’s decline the continuity offer for now, and see what’s next…

AOV Boost #3: The Order Form Order Bump

Ok, let’s take the next step in our $14 purchase pathway, and we hit the order form.

Boom. Another opportunity to spend an additional $14 buying more of what we already intend to buy (samples).

This is a great application of the standard best practice “more of the same” upsell #1 that most supplements offer immediately post front end purchase.

Except here it’s added in in a pre purchase context.

3 AOV-Boosting Tactics, BEFORE The Sale:

Ok so there we have it. 3 AOV-boosting takeaways from this week’s Funnel of the Week, Club Early Bird, that you can test in your funnels asap:

1. Tactic #1: Add shipping protection as an order bump

2. Tactic #2: Custom, cart-congruent pre-order OTO pop, before the order page

3. Tactic #3: Order form on-page order bump 

Go ahead and try these out and let us know how it goes.

And btw - this is just a taste of what we have in store for you for this week’s Funnel of the Week installment inside our Members Area, where we did a full breakdown of Club Early Bird’s entire marketing stack, including this interactive funnel map:

All the email & SMS swipes…

As well as an hour long deep dive on the purchase to upsell funnel with Devyn Merklin:

(Go here to watch one clip where we go into detail on these pre-purchase AOV boosters.)

Devyn is the founder of thexscale.com is the marketing genius behind DTC health brand Livingood Daily's rise from a low 7 figures/year to a $100M+ per year DTC health mega brand.  

Go here to learn more about Devyn or to his linkedin to get in touch.

More on What’s Inside Funnel of the Week Members Area

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Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

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That’s all for today.

Have a great week!

The Funnel of the Week Team

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