Step 7 — UPSELL · GROW level
Purpose: Decide, in writing, the one offer you make to a customer the moment they buy — what it is, where it sits, and why it follows from what they just bought. Fill this in for each primary product so no post-purchase moment goes to waste.
When to run it: at launch of any new primary product; when a new product joins the range that could complete an existing one; and whenever the purchase flow changes enough to leave the current offer stale.
Inputs: the customer who just bought (Customer Avatar — primary goal, next adjacent need), and the product their card was just charged for. Have your Company Context product list and Brand Voice adjectives to hand.
| The trigger product (what they just bought) | Offer type (bump / one-click upsell / cross-sell) | The matched offer (the one thing you put in front of them) | Placement & timing (where it appears, in what window) | Why it’s relevant (the next question they’d ask) |
|---|---|---|---|---|
________________________________ | ________________True upsell = more/better of the same. Cross-sell = the companion. Bump = small checkbox add at checkout. | ________________________________Name it and its price (aim 10–30% of the order). | ________________________________Thank-you page? One-click after payment? In-cart bump? Email? | ________________________________What will they need in the next 24 hours to use this well? |
________________________________ | ________________Which tool, and why this one? | ________________________________Price relative to the original order. | ________________________________One offer per moment — no cascade. | ________________________________If you must explain the link, it isn’t the right offer. |
________________________________ | ________________Tool to use | ________________________________The matched offer | ________________________________Placement & timing | ________________________________Why relevant |
Friction & decline check (complete once per offer above)
- Can it be accepted in one click, no payment re-entry?
________________(if not, name the minimum path) - Is the decline path neutral and prominent?
________________(no “no thanks, I don’t want to save money”) - Take-rate target and how you’ll measure AOV uplift:
________________
Instructions:
- Name the trigger product. Write down the exact product whose purchase fires this offer, and confirm the customer segment it serves.
- Choose the tool. Decide true upsell, cross-sell, or order bump — driven by what they bought and what they need next, not by what you happen to stock.
- Match the offer. State the single most relevant addition and its price, aiming for roughly 10–30% of the original order value as a starting point.
- Set placement and timing. Pick where it appears and in which window — post-purchase one-click captures the most commitment at the least friction; the thank-you page is the safest fallback. An offer may never put the original conversion at risk.
- Justify relevance. Answer the customer’s own next question. If the connection isn’t instant and self-evident, the offer isn’t ready.
- Run the friction and decline check. Confirm one-click acceptance where possible, a clean skip path, and a take-rate target you can measure against.
- Review and repeat. Read each row across — trigger, tool, offer, placement, reason should back each other up. Re-run the flow each time a product or primary offer changes.
Feeds: → EDUCATE (Step 8) — which complementary offers customers accept or decline tells you what to reinforce in onboarding.
Sources: 4.1-upsell.md · prompts/Upsell.md · the UPSELL SOP (4.1-upsell.md)