What if I told you that you could have your best month in business ever—without acquiring a single new customer?
For some well-established businesses, this wouldn’t be so far-fetched: they’d just sell more to their existing customer base.
While in reality you’d rarely want to completely drop your customer acquisition efforts, it’s often the case that you have more to gain by turning to your existing customers. Maybe much more than you’d think. Bain & Company has reported that in the financial services industry alone, when a company improves its retention rate by just 5%, it will see an average 25% increase in profit.
Likewise, a 2015 study of 400 e-commerce businesses from RJMetrics found that “Top performing companies create a ‘renewable resource’ of loyal customers. By the end of year three in business, a majority of their revenue is coming from repeat purchases.”
How do those top companies do it? One way: deliver a ton of value as soon as they become customers, in exchange for a little extra spend to upgrade their purchase.
But how to upsell customers in that moment?
I’d recommend using a simple upsell page like this one:
At Leadpages, we’ve successfully used an upsell page based on this exact template to get more new subscribers to upgrade their membership (and access more of the tools that will help them succeed) up to 3% of the time.
You can download a copy of this proven template for yourself here:
If you’re a Leadpages member, no need to download—just find the Video Upsell Page template in the standard template library. It should float to the top when you apply the “Upsell/Bonus” filter. If you’re not yet a Leadpages member, you’ll want to open the files and edit the code to work for your business (or pass them along to whoever handles your website).
You can also use this page to cross-sell customers—suggesting add-ons to their order instead of a better version of what they’ve chosen—though for the purposes of this example, we’ll talk specifically about upsell pages.
Why does an upsell page like this work so well? It’s partly in the design and partly in how you deploy it.
Elements of an Effective Upsell Page
I’ve marked the most crucial elements of this page with yellow numbers above for easy reference. Let’s take a look at each one.
1. Instant Clarity
Just like any landing page, a great upsell page is free of distractions and confusion. In fact, your headline here should be more straightforward than usual.
You don’t want to puzzle your new customers by trying to be clever or intriguing. If you do, this page is likely to register as a distraction, not a helpful way to expand their options.
The Video Upsell Page template is built with a headline and a subheadline so you can spell out what you’re offering and why now is the time to reach out and grab it.
You’ll also notice that the page takes up only one screen (that is, it’s all “above the fold”). I’d recommend you don’t go any longer with most upsell pages. You want your page to feel like a natural part of the shopping experience, not like a new piece of content to work through.
2. Video Slot
You don’t have to use this field, but if you’re able to film even a simple smartphone video that looks good, it can improve your success rate.
Video can help provide instant clarity, too. If someone missed your headline (somehow), they’ll have a much harder time ignoring a video that quickly shows and tells them about the excellent opportunity waiting for them when they upgrade.
Just in case the next step wasn’t totally clear, the text and arrow below link the video content to the righthand column. Let’s jump over to take a look at this area of the page.
3. Bonus Bullets
Why is this upsell offer so great? If you used the video field your customers had one opportunity to learn the answer, but if they didn’t watch or they prefer to skim text, these eye-catching bullets explain the benefits.
How you use this area of your upsell page depends on your offer, but I do strongly recommend you break down any copy with bolding, bullets, icons, or any other device designed to transform long sentences and paragraphs into the closest thing to a direct information download into visitors’ brains.
In fact, if you feel that your offer needs a lot of text in order to be understood, it might not actually be the right offer for an upsell page. (More on that later.)
For a really irresistible upsell offer, make it available only on your upsell page—and say so. The default copy on this page actually says this in three different places.
If you’re using a different kind of upsell page and offer, you could consider adding a countdown timer. That way, even if the offer is currently available elsewhere, customers know they have only a limited time to get in on it.
5. Obvious Next Step
Some landing pages have multiple call-to-action buttons so visitors can opt in for the offer at several points. That’s not a best practice on your upsell page. Instead, you can ensure clarity and make the upsell a seamless part of your sales process by including just one vivid call-to-action button.
If at all possible, it’s wise to supplement your button with some text explaining exactly what comes next underneath. In the example, since this upsell is triggered by one specific kind of purchase, it’s possible to state exactly what the new total price will be beneath the button.
6. Opt-Out Link
You don’t have to make it too easy—you do want to give visitors time to digest your upsell offer—but you do need to include a link on your upsell page that lets people say no. If you’re only presenting this offer on the upsell page, feel free to mention that in your opt-out copy so customers don’t click and then wonder why they can’t find it again.
Be aware that even with a very successful upsell page, the majority of customers will probably not accept the offer. They’ve made a decision and aren’t going to change it. That’s fine, and you don’t want to breed resentment in your brand new customer base by making it all but impossible to accomplish their original mission.
Get all these features when you download the free Video Upsell Page template:
How to Upsell Customers with a Simple Landing Page
So what exactly do you put on a page like this, and where do you put it?
A standard rule of thumb for effective upsells is that they shouldn’t increase the total purchase price by more than 25%. They also should be as easy to understand and accept as possible, so you’ll want to select only one offer to present for any given purchase type.
With those guidelines in mind (which may vary a bit according to your audience), you could present customers with an upsell for:
- A more advanced service plan or membership
- A higher-quality version of the product they ordered
- A package with longer duration (such as a two-year magazine subscription instead of an annual, or a 50-minute massage instead of a 30-minute one)
- A larger order size (think 20 custom T-shirts instead of 15)
- A larger order size (think 20 custom T-shirts instead of 15)
- A complete package instead of a single component
If possible, make this extra pitch especially worth customers’ while by adding a bonus: a special perk, perhaps, or a discount you don’t offer anywhere else.
Once you have an ideal upsell offer in mind, it’s time to add it to your campaign or checkout process. Perhaps the biggest thing we’ve learned in deploying and analyzing upsell pages at Leadpages has to do with placement.
In most cases, you don’t necessarily want to add an upsell page before checkout. That’s because anything that can slow customers’ progress toward the finish line should be avoided at that point, and adding an upsell page can cause a small but noticeable rise in cart abandonment rates.
Conversely, you also don’t want to present an upsell page long after the initial purchase. The best time we’ve found? Immediately after the initial purchase, when customers still have their wallets out and are still in the flow of considering what you have to offer.
This works even better if your upsell is something customers have already seen. In that case, they don’t have to spend too much time understanding your upsell page, and can more quickly weigh their second chance to choose the better product.
Above all, your upsells will be most effective if you think of them as a service to your customers. Present them with something they may genuinely want, at the best time for them to get it, and throw in a bonus on top—and you and your new customers will be very happy.