The sock company doing $254 AOV (their post-purchase sequence is wild)

Most ecom brands obsess over their checkout page.

Viasox obsesses over what happens after you buy.

Smart.

(dropping some notes here from a Viasox funnel breakdown we just did - they're scaling HARD right now and the upsell strategy is worth studying...)

Quick context:

Viasox sells compression socks (yes, socks), and they're doing 600K+ monthly visitors according to SimilarWeb.

Traffic jumped from 491K (August) → 626K (October).

We bought through their entire funnel and ended up spending $254.

On socks.

Here's what caught our attention...

|| They Found The Gap ||

The compression sock market = saturated.

But Viasox noticed something: every competitor's socks are too tight, leave marks, and don't actually stretch for people with swollen legs.

So they made "super stretchy" their entire identity.

Every ad shows the stretch demo.

Every landing page mentions "no sock marks."

Every product page hammers "fits all leg sizes."

When you dominate ONE thing competitors can't match, you win.

|| The Ad Game ||

680+ ads running on Meta right now (we checked).

Here's what's interesting about their creative strategy:

They're NOT running one type of ad.

They're running multiple angles simultaneously:

• Direct benefit ads: "I finally found a sock that fits my legs perfectly."

  

• Founder story ads: "Hey, it's Demo the founder... Black Friday is here."

• Problem agitation: "Swollen legs aren't just annoying - they're a warning sign."

  

• Occupation targeting: "Imagine coming home after a long shift..." (nurses, waitresses, service workers)

• Urgency plays: "The new tariffs have forced our hand" (capitalizing on current events)

  

Most brands pick ONE angle and beat it to death.

Viasox tests everything and lets the data decide.

|| The "Browse Freely" Landing Page ||

This surprised us.

Most DTC brands trap you on a landing page with no escape.

Viasox doesn't.

You land on their ankle compression category page (not a single product page).

Full navigation. Full menu. You can browse anywhere.

BUT...

Before you see products, they show you:

• The problem (sock marks, poor fit, circulation issues)

• Visual proof (before/after, regular socks vs their socks)

• The solution (their unique stretch technology)

Then they let you browse and pick colors.

It's education + freedom combined.

Works because people buying compression socks aren't impulse buyers - they're problem-solvers who want to make informed decisions.

|| The Cart Trick ||

Small detail that matters:

When you're in the cart, you see progressive goals:

"You're $5 away from free shipping."

Add one more item...

"You're $15 away from 2 FREE easy stretch socks."

It's not just "free shipping or bust."

It's layered incentives that keep pushing AOV up before you even hit checkout.

Also worth noting: You can add different sock colors directly from the collection page with one click.

Because nobody buys ONE pair of socks.

They buy work socks, casual socks, holiday socks, and gift socks.

Viasox makes it frictionless to grab multiple variations.

|| The Post-Purchase Stack (This Is The Money) ||

Okay, here's where it gets spicy.

We checked out with ~$40 worth of socks (couple pairs, BOGO deal).

Then the upsells hit.

First upsell page:

"Before you go... your order is confirmed, but you can still add the following."

• Buy 3 Get 6 Free Mystery Socks - $95

• 90-minute countdown timer

• "You can increase quantity to take advantage of this offer more than once."

Price dropped to $89 as the timer counted down (interesting urgency play).

We took it.

Second upsell page:

"Pick up these tailored bundles - Buy 2 Get 3 Free."

Themed sock collections:

• Night Nature Easy Stretch

• Winter Plaid Easy Stretch

• Solid Essential Ankle Compression

$63 for 5 pairs.

I took it again (for "research").

Third page (thank you page):

Survey asking how we heard about them, how long we knew about them before buying, etc.

Then AFFILIATE offers:

• Capital One Shopping extension ($40 bonus)

  

• Laura Geller makeup (71% off)

  

• AARP membership (Black Friday deal)

  

Each one is an affiliate link = additional revenue stream without holding inventory.

Final damage: $254 AOV

|| Why This Works ||

Most brands try to maximize AOV at checkout.

Via Socks knows the real lever is AFTER someone's already bought.

Once you've made the purchase decision, resistance drops dramatically.

That's when you present:

• Mystery bundles (FOMO + variety)

• Themed collections (completeness)

• Affiliate offers (pure margin)

Three upsells deep.

Each one makes sense in the moment.

Each one prints money.

|| The Omnichannel Reality ||

Quick notes on where else they're running traffic:

• Meta: 680+ active ads (mix of images and video)

• TikTok: Daily organic content (likely testing winners as paid)

• Google Shopping: 200+ shopping ads live

• YouTube: Video ads running

• Amazon: Full branded store (optimized for "diabetic socks" keyword)

They're not married to one channel.

They're wherever their customer is.

|| The Pattern ||

Look, Viasox isn't doing anything you couldn't do.

They found a weakness in a saturated market (poor fit).

They made it their core differentiator (super stretchy).

They tested ad angles aggressively (680+ live ads).

They removed friction at every step (browse freely, one-click color adds, progressive cart goals).

And they monetized AFTER the initial sale (3-deep upsell sequence).

That's the playbook.

The execution is what separates them from the 1,000 other compression sock brands that died quietly.

And they're doing $254 AOV.

On socks.

Want the full breakdown with all the ad examples, landing page screenshots, and upsell flow?

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Enjoy!

The Funnel of the Week Team

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