Stack your funnel, double your AOV.
Plug in your traffic, conversion rate, and main offer price. Add an order bump, upsell, and downsell to see how much extra revenue the stack pulls in. Real numbers, real time.
Four offers, one checkout flow.
The funnel stack (also called a value ladder) is a sequence of related offers presented to a buyer inside a single checkout flow. Each layer adds revenue per buyer without acquiring a new customer. Done well, the full stack can double or triple revenue on the exact same traffic. Here's what each layer does and how to price it.
Main offer
The front-end product. Either a low-ticket tripwire ($7-$47) designed to convert cold traffic into a paying customer, or a core offer ($97-$497) you build your business around.
Order bump
A complementary add-on shown as a single checkbox on the checkout page itself. One click to add. Highest-ROI layer to test because it costs nothing to introduce.
Upsell (one-click)
Presented immediately after the buyer completes payment. A deeper or more advanced version of the same outcome. One click to accept, payment already on file.
Downsell
Shown only to buyers who declined the upsell. A simpler, cheaper version of the same upsell offer. Recovers revenue from the no-thanks segment.
Industry benchmarks for cold traffic
| Layer | Typical take rate | Top performers |
|---|---|---|
| Main offer (visitor to buyer) | 2% - 5% | 7% - 10% |
| Order bump | 15% - 35% of buyers | 40% - 50% |
| Upsell | 10% - 25% of buyers | 30% - 40% |
| Downsell | 15% - 25% of upsell decliners | 30% - 35% |
Benchmarks drawn from public funnel breakdowns by ClickFunnels (2023), Russell Brunson's DotCom Secrets, and aggregated data from systeme.io customer funnels. Warm traffic (existing email list, referrals) typically converts 2-4x these rates.
Honest answers.
A funnel stack is a sequence of related offers presented to a buyer in a single checkout flow. The standard structure is: a main offer (tripwire or core product), a small order bump at checkout, a larger upsell after purchase, and a downsell if the upsell is declined. Each layer adds revenue per buyer without acquiring a new customer. Russell Brunson popularized this stack as the value ladder. Done well, the stack can double or triple revenue per visitor on the same traffic.
Industry benchmarks place order bump take rates between 15% and 35%. Strong bumps (priced 30-50% of the main offer, clearly complementary, presented as a single checkbox at checkout) routinely hit 25-30%. Bumps that feel disconnected from the main offer or priced higher than 50% of the core product drop below 15%. Bumps are the easiest layer to add and the highest-ROI test in any funnel.
The standard upsell ratio is 2-5x the main offer price. If your main offer is $97, your upsell should be in the $200-500 range. The upsell is your highest-margin layer because the customer has already paid, payment processing is already complete, and the friction is minimal. Take rates run 10-25%. The upsell should deliver a deeper, more advanced version of the same outcome the main offer promises, not an unrelated product.
Yes, if the upsell take rate is below 25%. A downsell recovers revenue from buyers who declined the upsell. Price the downsell at 30-70% of the upsell, and offer a simpler version (fewer features, shorter timeframe, or lower service tier). Typical downsell take rates are 15-25% of those who declined the upsell, which adds another 3-8% to overall revenue per buyer.
An order bump is presented on the checkout page itself, before the buyer completes payment. It is a small add-on (typically 30-50% of the main offer price) added with a single checkbox. An upsell is presented after the checkout is complete, on a separate page. It is a larger product (typically 2-5x the main offer) that the buyer can accept or decline with one click. Order bumps optimize for impulse; upsells optimize for considered value-stacking.
Reasonable benchmarks for a cold-traffic tripwire funnel are: 2-5% visitor-to-buyer conversion on the main offer page, 20-35% order bump take rate, 10-25% upsell take rate, and 15-25% downsell take rate (on those who declined the upsell). Warm traffic (your email list, existing customers, referral traffic) converts 2-4x higher across the board. These numbers vary heavily by niche, traffic source, and offer maturity.
Build the stack inside systeme.io.
Sales pages, order bumps, one-click upsells, and downsells are all native features. No plugins, no separate checkout tools. Free to start with 2,000 contacts and three funnels at $0.
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