How to get 30-50% conversion rates on
your upsells using
the OLOF method
By Justin Goff
Raise your hand if you think your
upsells are pretty good right now…
Raise your hand if your first upsell
converts at more than 30%...
Big question…
Why is it so important to have your
upsells converting at 30% or more?
- You need a high AOV to scale your offer on cold
traffic
- The people buying traffic against you probably
have good upsells (so you need them too)
- 5 years ago you could get away with mediocre
upsells and still scale an offer (you cant anymore)
So what can an upsell converting at
30% do for you?
Couple examples of what I’ve seen happen…
- Added $24 in AOV to a golf instructional offer
- Increased AOV on a F+S cookbook offer from $16 to $18.40
(sales went from 60 -> 1000)
- Added $42 to the AOV for Native Path, a collagen
supplement company (AOV went from $180 to $222)
The OLOF Formula I’m about to share with you has
been used successfully in nearly every niche out
there…
Health, financial, biz-op, coaching, guitar, golf, guns,
dating/relationships, hobby niches (photography),
marketing/biz, language learning, survival, travel etc…
So with that said…
Who’s ready to learn the secret sauce
behind upsells that convert at 30-50%?
Let’s start with the biggest upsell
mistake you want to avoid…
Mistake #1 - Not planning out what your
first upsell will be before creating the
product
Raise your hand if you’ve ever created a
front-end product and said “what do we
have laying around that we can use as
the upsell?”
This is the BIGGEST mistake I see
Your first upsell has to be planned out
ahead of time
Just like you spend time creating your
product, and the sales page for it - your
upsell needs to be treated the same way
So let’s look at how to get 30-50%
conversion rates on your first upsell…
This formula is based on 7+ years
of testing on my part for my own offers
and for clients
And also stuff I have learned from other
smart marketers like Jay Deiboldt, Chris
Haddad and more…
The OLOF upsell method
● Offer
● Length
● Opening
● Format
Offer - this is the most important part of
the upsell (by far)
If your offer is NOT congruent with
what they just bought, no amount of
changes to the copy, video or anything
else will get it to 30-50% conversion
rates
Note: most marketers (even smart ones)
think their upsell is congruent, when it
reality it’s only “kind of” congruent
Let’s look at an example
I did for a client
Client was selling an
anti-aging
supplement on the
front-end
For the first upsell we tested 4 different
products…
- Fish oil supplement (with an inflammation angle)
- Probiotic (with a feel better/more energy angle)
- Ebook on how to look 10-15 years younger
- Double-size bottle of the supplement they bought on the
front-end
Which offer do you think converted the
best?
9% Fish oil supplement (with an inflammation angle)
11% Probiotic (with a feel better/more energy angle)
14% Ebook on how to look 10-15 years younger
44% Double-size bottle of the supplement they bought on the
front-end
The double-size bottle won not because
of better copy, or video or anything like
that…
It won because it was the most
congruent offer with what the customer
bought on the front-end
So knowing this, what types of upsells
are the most congruent?
1. Done-for-you version of what they just
bought
2. More of what they just bought
3. Get the primary result faster
Let's look at the first one, Done-For-You
Credit Secrets - how to repair your credit
$39 book on the front-end
Upsell #1 - A software program called “The
Accelerator” that fills out 90% of the forms for you in
order to repair your credit
Price -$97 (converts at 44%)
So they just bought a book on how to repair their
credit (which is a complicated process with lots of
forms to fill out). Now they’re offering them a
program called “The Accelerator” that does all of
the work for them.
There’s no other offer they could put in place of
this one that would beat this.
Why? Cause it’s done-for-them
Capital Syndicate - how to make money in real estate by
connecting investors and lenders (syndicate)
Price - $97
So this product teaches regular Joes how to start a
“syndicate” - which is basically a guy who connects
people with money to people who build
houses/apartments (who need money)
Upsell #1 - A done-for-you website template that gets
you leads of people with money
The people buying this product want the end
result, but they don’t want to do any of the
work. That’s why the done-for-you upsell
converts so well
Blake - Tinder dating offer for men
$37 front end product
So the front-end product here teaches guys how to get
more matches on Tinder, how to match with better
quality women, how to message them etc...
Upsell #1 - Over 200 proven
messages showing guys
EXACTLY what to say to
girls on Tinder
$97 price point (converts at 46%)
The guys buying this course are NOT good at Tinder.
They have no faith in themselves when it comes to
messaging girls. This is why done-for-you messages
works so
well here as an upsell
So that's a done-for-you upsell.
Anytime you can do done-for-you on an
info product I would do it cause it works
like crazy
#2 - More Of The Same
Supplement offer
Upsell #1 - If they bought 1 bottle, sell them 3 more
bottles of the same supplement…
If they bought 3 bottles sell them 6 more bottles…
If they bought 6 bottles sell them 6 more bottles...
This seems very counterintuitive. If someone just
bought 6 bottles of a supplement, why would they
buy 6 more?
But it works.
This is a good example of “more of the same”
4Patriots Survival Food
$10 + free shipping on
the front end for a 3-
day survival food pack
Upsell #1 - 3 month survival food pack
- Priced at $497
- Converts at 24%
So they bought a 3 day supply of survival food, and
then they were upsold a 3 month supply
These are very congruent products. And it’s why the
upsell works so well.
Taylor Welch and Chris Evans
$7 a month subscription to their memos
So the customer is buying a monthly subscription
to their newsletter at $7 a month
Upsell #1 - Get all the past issues of the Memos for
just $77 more
So they bought memos on the front-end - and the
upsell sold them more memos (more of the same)
The “more of the same” upsell works for both info
products and physical products.
You’re just selling them more of what they just bought
(more bottles, longer subscription, premium version of
it, etc…)
Does this make sense to everyone?
#3 - Get results faster (usually has some
element of done-for-you in this as well)
Info-product
- Front-end info product on how to fix your blood pressure ($49)
Upsell #1 - Supplement that helps you fix your
blood pressure faster
- Usually offer 1-3-6 bottle
option (helps AOV big time)
So the supplement is a product that gets them
results on lowering their blood pressure faster
(also done-for-you cause it’s a supplement)
Keto Slow Cooker recipe book
- Front-end - recipe book for $9 with keto slow cooker recipes
- Upsell #1 - “Keto Fat Loss Accelerator Pack”
- 30 days worth of meal plans
- Non slow-cooker keto recipes
- Keto snacks
- Intermittent fasting guide
- $37
So the Keto Fat Loss Accelerator Pack is all about
getting them fat loss results quickly. They bought a
keto slow cooker book cause they want to lose weight
on keto - so now you’re helping them get that result
quicker with the upsell
This converts at 34%
($9 offer to $37 upsell offer)
Soo let’s recap this…
The top 3 offers that work for your first upsell…
- Some type of done-for-you version of what
they just bought
- Selling them more-of-the-same
- A product that gets them results faster
Again - getting this part right is the
MOST important part of your upsell.
If you don’t get the offer right, nothing
else I'm about to tell you is gonna matter
So in the OLOF formula, we just went
deep into the offer portion…
Let’s look at the “L” which stands for
length
Mistake I see people making - they try
to get away with short copy and short
videos on their upsells.
The best upsells are almost always 15-
20 minutes long (if its a video)
You might think you can get away with short copy
because the customer is already bought in - not true.
You have to go through the full selling process with
them.
Here’s a test I did for a client a few
years ago on video length
on upsell #1…
2:45 minute video - 12.3%
7 minute video - 13.9%
14:50 minute video - 17.3%
We got a 39% boost in conversions
simply by making the upsell VSL longer
So big takeaway for you…
Whether your upsell is video or text, you
want longer upsell copy
All the best upsells I shared earlier are
LONG (15-25 minute videos)
So far we’ve covered the offer and
length of the upsell in the OLOF method
Next is the Opening...
This is a new addition to my upsell
formula based on what Jay Deiboldt
taught me. I’ve tested it on some
funnels and it crushes.
So the BIG mistake people make on
their openings is they just go right into
pitching the customer on another
product.
But if you want it to convert better, you
have to alleviate the anxiety they’re
feeling and make them FEEL like they
made a great purchase
You have to stick the sale!
Here’s a bad example of an opening…
Let’s say someone just bought Jay’s
book on fixing your credit...
Did you know there are undercover forces in our government that
don’t want you to get credit?
It’s true.
They want you to rely on them.
They want you dependent on the system.
Etc…
This opening jumps right into pitching
the next product and does NOTHING to
stick the sale.
Result? The customer is confused.
The customer immediately thinks
they’re on the wrong page - maybe
something is broken
Let’s look at a good example of sticking
the sale…
Bingo. You did it. You just made the smartest move of your life and you don't
even know it, aren't you lucky. This video is short. Please watch it till the very
end.
Yes, you're lucky, as well as smart. Look at what just happened here. You came in
a prisoner and your ball and chain are about to be permanently removed. You
came in scared and now you're a hero to yourself and your family. You were
getting beat up by creditors and now you're about to be the one beating creditors
up.
You knew it was bad. You were willing to admit it. You knew it was unfair and
you decided to do something about it. You looked at the situation and you said,
"I'm mad as hell and I'm not going to take it anymore." And from that moment
on, your nightmare came to an end.
So you didn't just buy a product, you saved your life. And, I mean it. There isn't a
single aspect of your life that won't get better, when your credit is fixed. Your
anxiety levels will normalize and a sense of calm will wash over you. The stress
in your shoulders, back and neck will melt away as a result of all this.
Your relationship with your spouse will flourish like it's your honeymoon all over
again. After all, you'll have an unlimited line of credit. So instead of fighting over
scraps, you'll both be bathing in the sun of financial freedom. Everything she asks for
you, will be a yes. And when all that happens, your happiness will burst from your
heart like a starburst between your teeth.
And, those are just the personal benefits, that's not to mention the financial benefits.
That's not to mention, how you soon will be able to get access to cash anytime you
please, which can allow you to finally start living the life you truly deserve. That's not
to mention, how you could be handed the keys to homes you never dreamed you
could have.
See how that really makes the buyer feel
good? And makes them feel
comfortable?
That’s what the opening is all about on
your first upsell
Getting the opening right is like getting
the lead right on your VSL - it can lead
to HUGE conversion boosts.
So if you’re not sticking the sale (and
future pacing the benefits they’ll be
getting) make sure you do that in the
opening of your VSL
So far we’ve covered offer, length and
opening in the OLOF method
The last one, F, is the format
Anyone who has tested multiple formats
on upsells will tell you the format
makes a huge difference
3 main options…
Text Only
Text & video
Video only
In my experience video only - where you force them
to watch the video usually outpulls the other two by a
significant margin (your add to cart will pop under the
video about ¾ of the way through)
Let’s look at some examples of formats
that work…
Things you’ll notice
- Super basic pages
- Headline does NOT make you think they’re
gonna sell you something
- Add to cart not showing (usually pops after ¾ of
the way through the video)
So that’s the OLOF method
in its entirety…
Recap...
- Offer (Most important by far)
- Length
- Opening
- Format
Having GREAT upsells (not just good
upsells) is critical to scaling an offer on
cold traffic today
Following the OLOF method will help
you get the 30-50% conversion rates you
need to scale an offer
2 things I want to leave you
with before I wrap up…
1. A free swipe file of 8 of the best upsells I’ve
ever seen in a Google Doc (no optin)
Go to UltimateUpsell.com
2. If you ever need a good copywriter for your
upsells, emails, sales pages etc… I can connect
you with the right one for your niche/budget that
I have trained in my coaching program, Copy
Accelerator…
Go to INeedAGoodCopywriter.com
Questions?
