You just made a sale. Your student is excited, credit card in hand, ready to transform their life with your course.
And then... you just let them leave?
Here's the uncomfortable truth: acquiring a new customer costs 5x more than selling to an existing one. That person who just clicked "Buy Now" is in the perfect mindset to say yes again. They've already overcome the biggest hurdle—trusting you enough to pay.
Yet most course creators leave thousands of dollars on the table by treating checkout as an ending instead of an opportunity.
Let's fix that. Without being sleazy. Without annoying your students. And without complicated tech that makes your head spin.
Understanding the Difference: Order Bumps vs. Upsells vs. Cross-Sells
Before we dive in, let's get our terminology straight. These three tactics sound similar but work very differently.
Order bumps appear on the checkout page itself. They're small, impulse-friendly additions that complement the main purchase. Think of the candy bars at the grocery checkout. One checkbox, one click, done.
Upsells come after the initial purchase decision, typically on a post-purchase page. They offer a higher-value or expanded version of what the customer just bought. "You bought the course—want the premium version with coaching calls?"
Cross-sells suggest related but different products. "You bought the photography course—here's our Lightroom editing course that pairs perfectly with it."
Each has its place. Each has different conversion rates. And each requires a different approach.
The Psychology of "Yes Momentum"
Here's something fascinating about human decision-making: saying yes makes it easier to say yes again.
Psychologists call this "commitment and consistency." Once we've made a decision, our brains want to stay consistent with that choice. We've already identified as someone who invests in learning this skill, so adding more to that investment feels natural.
This isn't manipulation—it's simply understanding how people think.
When someone buys your $197 course, they've mentally committed to the outcome you promised. They want to succeed. An additional resource that increases their chances of success isn't an annoyance—it's genuinely helpful.
The key is ensuring your offers actually deliver on that promise.
Best Order Bump Ideas for Course Creators
Order bumps work best when they're low-friction, immediately valuable, and priced between 10-25% of the main product. Here are ideas that consistently convert:
Downloadable templates and worksheets. If your course teaches a process, offer ready-made templates. A $27 template pack on a $197 course is an easy yes.
Quick-start guides. Some students want to see results fast. A condensed "get your first win in 48 hours" guide removes overwhelm.
Audio versions of your course. Let them learn during commutes. This costs you nothing extra to create but adds genuine value.
Resource bundles. Swipe files, checklists, reference guides—package the tools that help them implement what you teach.
Community access upgrade. If your base course doesn't include community, offering 3 months of group access as a bump works beautifully.
Priority email support. For students who want direct access to you, this feels premium without requiring much extra time.
The best order bumps share one quality: they make the main purchase more valuable. Students should think "oh, that would really help" not "they're trying to squeeze more money from me."
One-Click Upsell Strategies (Post-Purchase)
The moment after someone buys is magical. They're excited. They trust you. And crucially—their payment info is already saved.
One-click upsells remove all friction. No re-entering credit card details. Just "Yes, add this to my order."
This is where you can offer higher-ticket items:
Extended access or lifetime membership. "You have 12 months of access. Want lifetime access for just $97 more?"
Coaching or implementation support. "Add a 30-minute strategy call to get personalized guidance."
Advanced training modules. "Ready to go deeper? Unlock the advanced masterclass."
Bundle deals. "Get our complete library (normally $497) for just $197 since you're already a student."
The post-purchase page typically converts at 10-15% for well-matched offers. On 100 sales, that's 10-15 additional purchases you'd otherwise miss.
Pricing Your Upsells: The 30-50% Rule
Here's a pricing framework that works remarkably well: price your immediate upsell at 30-50% of the original purchase.
If someone just bought a $200 course, your upsell sweet spot is $60-$100. It feels proportional. It doesn't trigger "wait, should I reconsider everything?" anxiety.
Go too high, and you create doubt about the original purchase. Go too low, and you leave money on the table.
For order bumps on the checkout page, stay between 10-25% of the main product. A $37 bump on a $197 course hits the impulse-buy threshold perfectly.
One exception: if your upsell is genuinely transformative (like adding personal coaching), you can go higher. But frame it carefully and consider offering a payment plan.
Downsells: Catching Those Who Say No
Not everyone will take your upsell. That's fine. But before they leave, you have one more opportunity.
A downsell offers a lower-priced alternative to those who declined. It's not pushy—it's helpful. "Not ready for the full coaching package? Here's our self-study implementation guide for just $47."
Effective downsells include:
- Smaller versions of the declined offer
- Payment plan options ("Split this into 3 easy payments")
- Different formats (video course instead of coaching)
- Shorter access periods (1 month instead of annual)
The key is acknowledging their "no" while offering something that might still fit. Conversion rates on downsells typically run 5-10%—not huge, but it adds up.
Think of it as catching people who wanted to say yes but had a specific objection.
When Upsells Hurt Trust (What to Avoid)
Let's be real: poorly executed upsells damage relationships. Here's what to avoid:
Don't make your main product feel incomplete. If students buy your course and immediately feel like they need the upsell to succeed, you've broken trust. Your core offer should deliver real value on its own.
Avoid aggressive countdown timers everywhere. Yes, urgency works. But if every page has a flashing "OFFER EXPIRES IN 3:42" timer, you look desperate.
Never hide important information behind upsells. "Want to learn the actual strategy? That's in the advanced module!" This is a fast track to refund requests and bad reviews.
Don't stack too many offers. One order bump and one or two post-purchase offers is plenty. Five upsell pages in a row feels like a gauntlet.
Skip the guilt trips. "No thanks, I don't want to succeed" as a decline button? That's manipulative, and customers remember it.
The goal is offers that make students think "I'm glad they mentioned this" not "when will this end?"
Examples of Effective Upsell Funnels
Let's look at a practical funnel that works:
Main offer: Complete Photography Course - $297
Order bump (checkout page): Lightroom Preset Pack + Quick Edit Guide - $37 (12% of main) Conversion: ~35%
Upsell 1 (post-purchase): Monthly Critique Membership (3 months) - $97 (33% of main) Conversion: ~12%
Downsell (if declined): Single Portfolio Review Session - $47 Conversion: ~8%
Running the numbers on 100 sales:
- Main course: $29,700
- Order bumps (35 sales): $1,295
- Upsells (12 sales): $1,164
- Downsells (7 sales): $329
Total: $32,488 vs. $29,700 without upsells. That's a 9.4% increase in revenue from the same traffic.
And this is a conservative example. Well-optimized funnels often see 20-40% revenue increases.
Technical Implementation Tips
You don't need complex tech to implement this. Most course platforms have built-in options:
For order bumps: Look for "checkout add-on" or "bump" features in your platform settings. Usually just requires creating a simple product and toggling it on.
For post-purchase upsells: Create a dedicated "thank you" page with your offer before redirecting to course access. Many platforms support one-click purchase for logged-in customers.
Test your flow as a customer. Buy your own product (you can refund yourself). Experience what your students experience. You'll catch friction points immediately.
Start simple. One order bump, one upsell. Get those working before adding complexity.
If your platform doesn't support native upsells, tools like ThriveCart, SamCart, or CartFlows integrate with most course hosting options.
Measuring Success: AOV Metrics That Matter
Average Order Value (AOV) is your north star metric here. Calculate it monthly:
AOV = Total Revenue ÷ Number of Orders
Track these alongside it:
Order bump take rate. What percentage of buyers add the bump? Aim for 25-40%.
Upsell conversion rate. 10-15% is solid for post-purchase offers.
Revenue per visitor. This tells you if upsells are actually moving the needle.
Refund rate by product. If upsell refunds spike, you have a value problem.
Set a baseline before implementing changes. Then test one element at a time. A/B test different bump products, price points, and copy to find what resonates.
Your Action Plan
Ready to increase your average order value? Here's your roadmap:
This week:
- Audit your current checkout. What happens after someone clicks "Buy Now"?
- Identify one simple order bump you could create from existing content
- Calculate your current AOV as a baseline
Next week: 4. Create your order bump product (keep it simple—templates or guides work great) 5. Add it to your checkout page 6. Set up tracking to measure take rate
Within 30 days: 7. Design one post-purchase upsell offer 8. Build a simple upsell page (or use your platform's built-in feature) 9. Test the full flow yourself before going live
Remember: the goal is helping students succeed faster or more completely. Every offer should pass that test. If it does, you're not being pushy—you're being helpful.
The easiest sale really is to someone already buying. Now you know how to make the most of that moment.
Next Step
Now that you understand how to increase revenue from existing buyers, let's talk about getting more buyers in the first place. Read our guide on building an email list that actually converts to create a steady stream of students ready to purchase.