How To Create A Profitable Offer Stack
Effortlessly ascending cold prospects into buying leads
I received this question from a newsletter subscriber a while back:
“I’m considering creating 1–3 digital products in the $25–$50 range, (first offer) with a downsell after around $10–$30, and then introducing a mid-ticket or community-based offer at $50–$100/month, possibly with a yearly “full access” option around $400–$800. as the 3 offer stack…
From your experience, what’s the best way to set up the upsells/downsells and price anchors to maximize conversions?”
~ Zac
Today, we’re answering this question in full and unveiling our thought processes for creating seamless (and very profitable) ascension paths.
Before you think about your ascension path, you must finalise on the ‘golden’ conversion mechanism best suited to your existing offer stack.
In Zac’s scenario, it makes sense to run it up with an LTO ascension funnel.
It’s an insanely lucrative funnel, as with the right FE systems in place, you can self-liquidate a HEALTHY portion of your ad spend… and if you play your cards right, you can even BE with your base offers.
With LTO ascension funnels, you’re also acquiring HTO clients for free. When someone buys your LTO, they’re redirected to an ‘onboarding’ call step and can get 70% of people booking their calls.
In Zac’s situation, he hasn’t mentioned anything about an HTO.
But if he were to launch an HTO in the future, it would be a breeze, as he’s built a list of buyers.
And the easiest customer you’ll sell is the one who’s already bought from you.
Zac is considering creating 1-3 digital products priced $25-$50 with a down-sell offer, and then introducing a mid-ticket or community-based offer.
I like the idea of a ‘down-sell’ offer, but you don’t need this with the LTO ascension funnel.
If I were Zac, here’s exactly what I would do…
ONE: FINALISE on the ONE digital product
Instead of spreading himself thin with 1-3 digital products, I would finalise on the one digital product that has the most potential.
This one digital product has the ONE big idea… the one problem you’re helping overcome… and the ONE sales argument that makes your solution seem superior.
When you sell one digital product, you have maximum focus.
Now, Zac could later on scale with a catalog model. He could set up individual sales pages for each product, WHICH all have the same ascension path, but for now, he needs the focus.
When the ONE digital product idea is formed, here’s what I would do next…
TWO: Increase AOV contribution on the front-end
Ok, easy. So he’s got the main digital product created.
After this, I would create two order bumps on the front end, primarily to increase AOV contribution.
For example’s sake, let’s say he’s selling an LTO on info-product client acquisition.
He’s selling this for $27.
But you just can’t sell this on the FE. CACs are rising… CPM’s are also rising… and to survive, you need to maximise AOV.
You need to add two order bumps on the front-end.
You can’t just slap in any ordinary products. Your order bumps have to be customer-journey specific.
When creating order bumps, oblige with these philosophies:
Your order bumps must:
Leverage the completion bias - Position your order bump as the “missing piece” that completes their solution or prevents them from failing with their main purchase - customers hate incomplete systems and will pay to avoid the frustration of partial results
Solve the “what happens next” gap - Address the immediate post-purchase anxiety by offering something that bridges the gap between buying and implementing - like “quick Start” guides or “first 48 hours” action plans that eliminate overwhelm
Your order bumps should have a standalone value - customers should be able to use THIS product ALONE and still get wins
To quickly summarise the above:
I would use an LTO ascension funnel for self-sustaining scaling
I would finalise on the ONE digital product to sell through cold traffic
I would then create two order bumps to increase AOV (following the principles above)
When these are ticked off, here’s what I would do next…
THREE: Add a community offer OTO
Zac mentioned that he’s planning on selling a mid–ticket community offer.
This is a perfect OTO opportunity.
With a biz-opp client of ours, we had the same ascension path as the above. We were selling a $19 LTO with two order bumps. And when someone invested, they were redirected to an OTO page selling a community.
This OTO was converting at 35%.
Here’s what we did to maximise take-rates…
Instead of getting people to invest, we offered them a 3-day trial.
We were confident in ascension because the community was killer.
Free 3-day trial. Perfect the product. Untapped MRR with an LTO funnel.
I’m a HUGE advocate of this ascension path.
You sell an LTO and then offer people a free trial on the OTO.
With a killer community…
And with killer retention practices…
You’re increasing that MRR quickly.
As Zac hasn’t got an HTO established yet, I would focus on perfecting the above.
Aim to get to BE with the ascension funnel above.
And then when validation is created, he can run an HTO launch to existing buyers.
Here are resources I recommend checking out to make a funnel like this profitable:
How to create highly-converting LTO products <<
How to create & structure a 7-figure sales page <<
The three types of meta creatives you can use to scale a funnel like the above <<
If you have any questions, hmu on Twitter!
Hoping you found some value in this,
/maciek lipa