Here’s a breakdown comparing a funnel setup vs. a single product offer — both starting with a $49 product.
1. Funnel Setup
- Front-end product: $49
- Order bump: $27 (optional add-on at checkout)
- Upsell: $97 (shown after initial purchase)
- Downsell: $67 (if upsell is declined)
Let’s assume 100 customers go through the funnel.
Conversion assumptions:
- 100 buy the $49 front-end
- 40% take the bump = 40 x $27 = $1,080
- 20% take the $97 upsell = 20 x $97 = $1,940
- 30% of those who decline the upsell take the downsell
→ (100 – 20 = 80; 30% of 80 = 24)
→ 24 x $67 = $1,608
Revenue breakdown:
- Front-end: 100 x $49 = $4,900
- Order bump: $1,080
- Upsell: $1,940
- Downsell: $1,608
Total funnel revenue:
$4,900 + $1,080 + $1,940 + $1,608 = $9,528
2. Non-Funnel Setup
- Single offer only: $49
- 100 sales = 100 x $49 = $4,900
Summary:
| Funnel | No Funnel | |
|---|---|---|
| Average Order Value | $95.28 | $49.00 |
| Total Revenue | $9,528 | $4,900 |
The 100 – 20 = 80 step is to calculate how many people declined the upsell.
Let me break it down clearly:
- You have 100 buyers of the $49 product.
- 20% accept the $97 upsell, which means 20 people take it.
- That leaves 80 people who said no to the upsell (100 – 20 = 80).
- Out of these 80, 30% take the $67 downsell (24 people).
So:
- Upsell is shown first.
- If they say no, they see the downsell.
- That’s why we subtract the upsell buyers — the downsell is only offered to those who rejected the upsell.
Let me know if you want a version of this with different conversion rates or more offers!
Conclusion:
Using a funnel more than doubles your revenue by increasing the Average Order Value (AOV).
Even with conservative conversion rates, adding a bump, upsell, and downsell creates massive leverage.
I hope this was helpful.
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