In this short instructional video, the speaker challenges the common practice of pricing order‑bump offers lower than the front‑end product. He explains that a higher‑priced bump can generate more revenue per buyer even with a lower acceptance rate, using simple math examples (e.g., $17 front‑end with a $9 bump at 40% vs. a $17 bump at 25%). He attributes this to two psychological factors: (1) once a buyer accepts a $17 price, the same price for an add‑on feels less risky, and (2) a bump priced close to the main offer appears more valuable than a cheap add‑on. He recommends testing bumps at the same price as the front‑end or slightly higher (e.g., $27 front‑end with $27–$40 bump, $47 front‑end with similar range). By doing so, marketers can increase average order value without changing traffic or funnel structure.
Chapters
Most people price their order bump lower than the front-end offer because it feels safer. If someone just paid $17, the instinct is to think they'll be much more likely to say yes to a $9 bump than another $17 offer. That sounds logical, but a lot of the time the math works the other way. Let's say your front-end offer is $17. If your order bump is $9 and 40% of people take it, that adds about $3.60 per buyer. But if the bump is also $17 and only 25% of people take it, you're still making more revenue per buyer. That's the part most people miss. A lower take rate does not automatically mean less money. Sometimes the higher price bump makes you more, even if fewer people buy it, and there are a couple reasons for that. One is simple psychology. If someone just decided that $17 is a fair price for the main offer, they've already mentally accepted that number. So seeing another offer at the same price does not feel nearly as strange as people think. The second reason is perception. When the bump is priced way lower than the main offer, it can actually feel less valuable. But when it's priced closer to the main offer, it feels more like a real add-on that matters. That's why I usually like testing the bump at the same price as the front end, or sometimes a little higher. So if the front end is $27, the bump might also be $27, or maybe somewhere around $40. If the front end is $47, the bump might be in that same range or a little above it. A lot of people never test this. They automatically make the bump much cheaper and then wonder why average order value is stuck. But when you test the higher price bump against the lower one, the results can be surprising. Even with a lower take rate, you can still end up making more money from the exact same traffic, same buyers, same funnel, just better math.
