Order Bump
A small, complementary add-on offered at the point of checkout to increase transaction value with minimal friction.
Also known as: Checkout bump, One-click add-on, Point-of-sale add-on
Category: Techniques
Tags: sales, monetization, strategies, businesses, marketing
Explanation
An order bump is a small, low-cost item presented directly on the checkout page that complements the main purchase. The customer can add it with a single click or checkbox, requiring no additional decision-making or navigation. It's the digital equivalent of the candy bar at the supermarket register.
**Why Order Bumps Work:**
Order bumps exploit a specific psychological window: the customer has already committed to buying. They've entered payment information, they're in a purchasing mindset, and they've overcome the hardest decision (whether to buy at all). Adding a small complementary item at this point faces almost no resistance.
- **Decision fatigue is low**: The big decision is made. A $17 add-on barely registers.
- **Perceived value is high**: The bump is framed as a natural companion to what they're already buying.
- **Friction is minimal**: One click, no new page, no separate checkout.
- **Loss aversion**: 'This is only available now' creates urgency to not miss out.
**Effective Order Bump Characteristics:**
- **Low price relative to the main product**: Typically 30-60% of the main product price, or a fixed small amount ($7-$47)
- **Complementary, not competing**: Enhances the main purchase rather than being an alternative
- **Instantly understandable**: The value should be obvious in one sentence — no lengthy sales page needed
- **Easy to fulfill**: Digital products, templates, or simple add-ons that don't complicate delivery
**Common Examples:**
- Buying an online course → order bump: 'Add the companion workbook for $17'
- Purchasing a template pack → order bump: 'Add video walkthroughs for $12'
- Signing up for software → order bump: 'Include priority onboarding for $29'
- Buying an e-book → order bump: 'Add the audiobook version for $7'
**The Numbers:**
Order bumps typically convert at 20-40% — meaning 20-40% of customers who reach checkout will add the bump. At those rates, a $19 order bump on a product that sells 100 units per month adds $380-$760 in pure additional revenue with zero additional marketing cost.
**In the Value Ladder:**
Order bumps sit alongside the current rung rather than above or below it. They increase the average order value within a tier rather than moving the customer to a different tier. They're the horizontal expansion to the vertical ladder.
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