The "Zero dollar" order bump + 3 checkout tactics from RYZE (and why they work)

RYZE is dominating the DTC mushroom coffee market, with an estimated run rate close to $100M/year. 

Check the traffic stats:

That's a whopping 2.3 million visits per month.

With all that traffic volume, they have quite the opportunity to experiment & test their checkout flow.

This week inside the Funnel of the Week Members Area we went through RYZE's top 2 funnels 

(their flagship Mushroom Coffee funnel and also their newest front-end product: Mushroom Chai)

Go here to check it out

• Not yet a member? Go here to get access.

• Already a member? Here’s a direct link to the content.

Let's dig into 3 specific checkout tactics RYZE is running now, so you can test these in your own funnels:

TACTIC #1 - “Zero dollar” order bump

We talk all the time about order bumps & how they help average order value (AOV).

But why would you ever want to have a “zero dollar” order bump? 

That’s what RYZE is running for their premium “RYZE Ritual” bundle (it’s a subscription with $57.60 initial price and then $80/mo recurring):

Here’s the “Zero Dollar” order bump:

What RYZE is Doing

RYZE offers a "zero cost" order bump during checkout - in this case a handmade acacia spoon that customers must manually add to their cart rather than having it auto-included.

Psychological Principles at Work

1. Reciprocity Trigger

Like all free bonuses, the free item creates an immediate sense of obligation - customers feel they're receiving unexpected value and become psychologically indebted to complete the purchase.

2. Anchoring Effect

By highlighting the immediate tangible benefits (product + free gift), customers anchor on the upfront value rather than focusing on the long-term subscription costs.

3. Active Engagement

The manual selection process makes customers consciously choose the freebie, which heightens both the reciprocity trigger & anchoring effect.

Why This Strategy Works

Conscious Value Recognition: When customers actively select the free item, they become more aware of its value than if it were automatically included.

Deal Focus Shift: Attention moves from "I'm starting a subscription" to "I'm getting this great deal right now."

Completion Momentum: The act of adding a free item creates a “micro-commitment”+ positive momentum toward finishing the purchase.

Goodwill Generation: The unexpected free gift generates positive feelings that carry through the checkout process.

Tactic 1: What to test…

Control vs. Variant

• Control: Auto-added free bonus

• Test: Manual selection order bump with same item

TACTIC #2 - Multi-Step Checkout Process: Subtotal Page

Now let's talk about RYZE's multi-step checkout.

After clicking through on the product page, you're taken to this subtotal / order summary page:

Here is one big element at play on this page:

Anchoring Effect: Keep in mind that all RYZE’s front end offers are subscriptions.

Here RYZE presents pricing as $100 $57.60…

…Emphasizing the nearly 50% savings but framing this as a one-time purchase, leaving out the subscription price you’re actually signing up for (subscription pricing comes in a later step).

TACTIC #3 - “Deeper Funnel” Exit Intent

Try to exit this subtotal page and you’ll see this exit intent popup sequence:

Fwiw here is the SMS followup flow for the first 48 hrs (all links drive to the flagship product page (Mushroom Coffee)

Why Place the Popup Only on the First Checkout Step?

• Higher Intent Audience: Customers on the product page are often browsing or comparing options, with lower purchase intent. Those who reach the checkout have already decided to move forward, making them more receptive to lead capture and offers. A popup here targets a warmer audience, increasing conversion rates for both lead capture and purchases.

• Avoiding Early Friction: A lead gen popup on the product page could annoy users who are still exploring, potentially driving them away. By waiting until the checkout, RYZE minimizes disruption during the discovery phase and captures leads from users who are closer to converting.

Tactics 2 & 3: What to test…

Control vs. Variant

• Control: Drive from PDP direct to your existing checkout page

• Test: Drive from PDP → Subtotal page (with exit intent) → checkout page

All about STATIC ADS…

Now one of the most interesting things RYZE is doing right now…

…Has to do with how they’re leveraging STATIC ADS on Facebook:

There is some next-level market sophistication they’re doing here that is helping them scale massive right now.

…And we get into that inside the Funnel of the Week Members Area (and hopefully we’ll send another newsletter here soon talking more about it)

See the full RYZE funnel breakdowns inside the Funnel of the Week Members Area here.

Not yet a member? Go here to get access.

Already a member? Here’s a direct link to the content.

Have a great week!

The Funnel of the Week Team

PS - Here’s the newsletter we sent recently on one of RYZE’s competitors in the space, MUD/WTR.

PPS - in case you’re wondering, what Funnel of the Week is all about…

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

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 new funnel breakdowns & 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.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

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:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

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