Order Bump Copy

GATE: Confirm inputs before designing the bump offer.

Phase 2: Bump Design

Order Bump Criteria

The bump product must meet ALL of these:

1. Complementary — directly enhances the main product experience
2. Low friction — no additional decisions required (size, color, options)
3. Priced at 20-40% of the main product — feels small relative to what they're already spending
4. Instantly deliverable — digital products work best; physical products must ship with the main order
5. Easy to explain in 2-3 sentences — if it needs a sales page, it's an upsell, not a bump

Bump Product Ideas by Business Type

**Course/Program → Bump options:**
- Workbook/template pack
- Cheat sheet bundle
- Private community access (1 month)
- Done-for-you templates

**Service → Bump options:**
- Priority processing/delivery
- Additional revision round
- Extended support period
- Complementary mini-service

**Digital Product → Bump options:**
- Video tutorials for the product
- Advanced version/pro templates
- Commercial license upgrade
- Bonus resource pack

GATE: Approve the bump product concept before writing copy.

Phase 3: Write Bump Copy

Copy Structure (Fits in a Checkbox Area)

The entire bump copy must fit in a small checkout box — typically 50-80 words.

## Order Bump Copy Template

☐ YES! Add [Bump Product Name] for just $[price]

[One sentence: what it is]
[One sentence: the key benefit / time saved / result]
[One sentence: why it's a steal at this price]

(Value: $[anchor price] — yours today for $[bump price])

Example Bumps

Example 1: Course + Template Pack

☐ YES! Add the Complete Template Pack for just $27

Get 15 ready-to-use templates that match every module in the course.
Skip the blank-page paralysis and implement each lesson in half the time.
These templates sell separately for $67 — grab them now for $27.

Example 2: Service + Rush Delivery

☐ YES! Add Priority Delivery for just $49

Jump to the front of the queue and get your project delivered in 48 hours
instead of the standard 7-day turnaround. Perfect when you need it fast.

Example 3: Digital Product + Video Walkthrough

☐ YES! Add the Video Walkthrough Series for just $17

Watch over-the-shoulder as I customize every template step-by-step.
12 short videos (under 5 min each) so you never get stuck.
Normally $47 — yours for just $17 when you add it now.

Copy Rules

• Always start with "YES!" — pre-frames the action as positive
• Use a checkbox format — the customer checks a box, not a separate purchase flow
• Include the price in the headline — no surprises
• Anchor to a higher value — show what it's "worth" vs. today's price
• Keep it to 3 sentences max in the body — this is micro-copy, not a sales page

Phase 4: Polish

1. Pricing Psychology Notes

• Bump should be 20-40% of the main product price
• Use .00 pricing for bumps under $20, use $X7 pricing for bumps $20+
• Never price a bump higher than 50% of the main product — it creates purchase hesitation on the entire order

2. Placement Recommendations

• Place the bump above the payment button (before they click "Buy")
• Use a visually distinct box with a light background color
• Checkbox must be unchecked by default (pre-checked bumps damage trust)

3. Benchmarks

• Good bump take rate: 20-35%
• Excellent bump take rate: 35-50%
• Below 15%: reconsider the offer, price, or copy

Anti-Patterns

• Pre-checked checkbox — this is deceptive, may violate consumer protection laws, and generates refund requests.
• Bump price too close to main offer — a $197 bump on a $297 product creates friction on the entire purchase.
• Requiring decisions — "Choose your template color" on a bump kills conversion. No options, no choices. One click.
• Unrelated bump — adding a cookbook to a marketing course makes no sense. It must enhance what they're already buying.
• Too much copy — if the bump description is longer than 3 sentences, it belongs on a separate upsell page.

Recovery

• No bump product exists: Recommend extracting a component from the main offer (bonus module, template set) as a standalone bump, or suggest a complementary digital resource.
• Bump take rate under 10%: Test a lower price point, different product, and stronger benefit copy. Often the product is wrong, not just the copy.
• Physical product business: Recommend complementary accessories, warranty extensions, or gift wrapping as bumps. They must ship with the main order.
• User wants multiple bumps: Maximum of two bumps on one checkout page. More than that creates decision fatigue and lowers conversion on everything.