Upsells That Convert: How to Increase Your Average Order Value After Checkout

There's a moment in every customer journey where they're most likely to buy again.

It's not a week later when your "hey, check this out" email lands. It's not when they finish your course and you pitch the next one. It's not during your annual sale.

It's right after they just bought something.

The post-purchase moment is when trust is at its peak, momentum is highest, and the buyer's wallet is already open. Smart businesses capitalize on this with upsells, and Kajabi's revamped upsell system makes it easier than ever to do it well.

Why Post-Purchase Upsells Work

Psychology calls it the "foot in the door" effect. Once someone has committed to a purchase (even a small one) they're significantly more likely to say yes to a related offer.

The numbers back it up:

• Post-purchase upsells convert at 10-30% (compared to 1-3% for cold offers)
• Adding a single upsell can increase AOV by 15-40%
• The customer already trusts you enough to buy: you're not starting from zero

The key word is "related." An upsell isn't a random product pitch. It's a natural next step: "You just bought the course, want the templates too?" / "You signed up for monthly, want to lock in the annual price and save 30%?"

Kajabi's Revamped Upsell System

Kajabi's upsell feature got a major upgrade in the Seaside cycle. Here's what's new:

Fully customizable upsell pages. Match your brand. No more generic upsell templates that look like they were designed in 2015. Your upsell page now looks and feels like the rest of your site.

Reusable upsell offers. Create an upsell once and attach it to multiple products. Selling three different courses? The same "add the template pack" upsell can follow all three purchases.

Cart post-purchase settings. Full control over what happens immediately after checkout. Customize redirects, messaging, and the flow that follows a purchase.

Five Upsell Strategies That Increase AOV

Strategy 1: The Template/Resource Add-On

What: After buying a course, offer a companion template pack, workbook, or resource library.

Price: $27-$97 (low enough for an impulse buy, high enough to be meaningful)

Why it works: The buyer just committed to learning something. The templates help them implement faster.

Example: "You just enrolled in the Course Creation Masterclass. Want the plug-and-play launch templates? ($47)"

Strategy 2: The Annual Upgrade

What: After someone buys a monthly subscription, offer the annual plan at a significant discount.

Price: Annual price with 20-30% savings highlighted

Why it works: You lock in long-term revenue. They save money. Everyone wins.

Example: "You just subscribed monthly at $47/mo ($564/year). Lock in the annual plan for $397, save $167."

Strategy 3: The Community Access Add-On

What: After buying a course, offer access to a private community or group coaching.

Price: $97-$297

Why it works: The buyer knows they'll have questions. Community access gives them a support system.

Example: "Want live Q&A access + our private community? Add it for $197."

Strategy 4: The 1:1 Session

What: After a lower-ticket purchase, offer a strategy call or coaching session.

Price: $197-$497

Why it works: The buyer has demonstrated interest in the topic. A 1:1 session is the premium version.

Example: "Want a personalized roadmap? Book a 60-minute strategy session for $297."

Strategy 5: The Bundle Upgrade

What: After buying one product, offer the full bundle at a discounted rate.

Price: Bundle price minus what they just paid

Why it works: They've shown interest in the topic. Give them everything at a deal.

Example: "You just bought the beginner course for $197. Get the full beginner + advanced + templates bundle for just $297 more (save $200)."

How to Set Up a High-Converting Upsell Page

Design Principles

Keep it one page, one offer. The upsell page should have exactly one thing to say yes or no to. Don't present options or variations.

Lead with the outcome, not the product. "Implement everything you just learned in half the time" beats "Buy the template pack."

Show the math. "Your course: $197. Templates: $47. Total: $244. Or get both for $219." Price anchoring works.

Make saying no easy. A clear "No thanks, take me to my purchase" link builds trust and reduces buyer's remorse on the original purchase.

Use urgency honestly. "This offer is only available right now" is fine if it's true. Don't fake countdown timers.

Technical Setup

1. Create your upsell offer in Kajabi
2. Design the upsell page (use the new customizable templates)
3. Connect it to your primary product's post-purchase flow
4. Set the redirect: accepted, go to thank you page with both products. Declined, go to standard thank you page.
5. Test the full flow before going live

Measuring Upsell Performance

Track these metrics:

• Upsell take rate: What percentage of buyers accept the upsell? (Target: 10-25%)
• AOV lift: How much did average order value increase? (Target: 15-40%)
• Refund rate on upsells: Are upsell buyers keeping the product? (Watch for impulse regret)
• LTV impact: Do upsell buyers have higher lifetime value? (They usually do)

If your take rate is below 10%, your offer isn't compelling enough or the price is too high. If it's above 30%, you might be underpricing.

Start Adding Upsells

Every product you sell should have an upsell. Not because it maximizes revenue (though it does), but because the post-purchase moment is when your customer is most eager for more help. An upsell isn't a cash grab. It's serving the customer at the moment they're most receptive.

Set up your first upsell →

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^{*The conversion and AOV figures cited (10-30% upsell conversion rate, 15-40% AOV lift) are based on Kajabi's internal data.}