37% Increase In Order Bump AOV Contribution After a Rewrite [Case Study]

What if you could increase the price of your order bump by 37% without having your conversion rate plummet?

And sometimes that slight price increase is all you need to break even on cold traffic, or even be profitable.

In today's article, I'll show you how (after I rewrote the order bump copy), my client was able to raise the price of their order bump from $27 to $37 (a 37% increase) while keeping the conversion rate at a healthy 30%.

Not too bad, huh? (proof below.)

I'll dissect what I've done for my client so you can model it and do the same in your business (or your client's biz).

To give you some context, here's some info about this funnel:

• Niche: Fitness.
• Target audience: Pregnant women.
• Offer: Control weight gain during pregnancy (info-product).

Now, let's dive in!

4 Dead-Simple Hacks To Increase Your Order Bump Value

1. An engaging, (hidden) benefit-driven headline

Instead of a boring headline that's product-focused like "Add [product] to my order," I wrote an engaging headline that contains a hidden benefit of this product.

On top of controlling their weight gain (the main desire), the research revealed that the target audience was concerned about not providing the best nutrients for their babies (the hidden desire).

So my headline addressed that concern and positioned the order bump product as the solution for it.

2. Intriguing question opening (tension up)

I opened the description copy by asking a question that triggers the biggest of my avatar's frustrations AND implies there is something they're missing:

"Do you know why most pregnant women fail to control their weight gain even if they work out properly?"

This adds to my sales argument and positions the order bump as a must-have if they want to guarantee the results they're after.

3. Revealing the missing piece (relieve the tension)

Just after asking the question, I reveal the missing piece that would help my prospect get the results they're striving for.

And I link that missing piece to the product at hand.

That way, the only rational action for my prospect to take is to add this product to their order.

4. Benefit-driven call-to-action

Once I explained to my prospect why this should be a no-brainer, I proceed with a benefit-driven call-to-action:

"By grabbing [the product] on this page you can get it for just $37."

Which says (without saying) that you'll be saving money here, because if you buy it outside of this page, you'll pay more.

Here's how the whole thing looks (and by the way, the dark background is my phone on dark mode):

Conclusion

Next time you want to improve the performance of your order bump, come back to this article and apply the tried-and-true tactics above.

BUT, if there's one thing to keep in mind, it's this:

A well-thought rewrite of your order bump could be the AOV boost your funnel needs to break even (or be profitable) on ads.