An Order Bump Adds an Optional Purchase at Checkout

Start with a complete core product

The customer must receive the promised first result without accepting the bump. A workbook required to use the main training belongs in that training. An optional set of worked examples or a separate convenience tool can be a genuine extra. Ask what the buyer can still accomplish after saying no.

Choose a nearby job the buyer already understands

Illustrative example: a proposal-scope toolkit includes everything needed to draft a project scope. A reusable client handover checklist addresses a related later task. The buyer can understand why it might help without believing the scope toolkit is incomplete. Relevance matters more than adding files to inflate a bundle.

• Plan the roles of each optional offer

Make selection and pricing explicit

Leave the add-on unselected until the buyer chooses it. State the additional item, price and any recurring terms, then update the visible total. Make the control and label easy to use on a phone. Do not hide the option to decline or imply the original purchase requires it.

• Review the checkout decision and payment states
• Test controls and forms on mobile

Calculate incremental value with a clear denominator

Hypothetical example: 100 completed main-product orders include 30 purchases of a $17 bump. That is $510 of gross bump revenue, or $5.10 per original order. It is not $5.10 of profit. Subtract bump-related costs and refunds, then check whether adding the decision changed checkout completion. A higher bump take rate can coexist with fewer completed main-product orders.

Test the offer, not a supposed universal benchmark

The right price depends on usefulness, alternatives, support requirements and willingness to pay. No fixed percentage of the front-end price or 30% take-rate floor decides whether a bump works. Keep a no-bump comparison when feasible and evaluate contribution per comparable visitor as well as per order.

• Interpret bump take rate without a universal target
• Compare a post-purchase offer with a checkout bump