VSL funnel
Paid traffic to a video sales letter, a checkout with an order bump, and a one-click upsell after the purchase.
How this funnel works
A video sales letter does the selling without a call or a live event. The key numbers are how far people watch and what the watch-to-checkout rate is at the pitch mark. Order bumps and a post-purchase upsell lift average order value without touching the front-end conversion, so map them as separate purchase nodes.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
VSL page to 50% watched Conversion rate · 15 to 30 minute VSLs, paid social | 15% | 25% | 40% |
Pitch reached to checkout Conversion rate | 10% | 20% | 35% |
Checkout completion Conversion rate · single-page checkouts | 30% | 45% | 65% |
Order bump take rate Conversion rate | 15% | 30% | 45% |
Upsell take rate Conversion rate · one-click upsell after purchase | 10% | 20% | 35% |
Front-end average order value Order value · with bump, before upsell | $60 | $110 | $190 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1VSL page tracked
- 2Video milestones captured (25, 50, 75 percent) as video events
- 3Checkout page tracked
- 4Purchase event carries value and order id
- 5Order bump captured as a property or a second purchase
- 6Upsell page tracked and upsell purchase captured
- 7Thank-you page tracked
More courses and info products templates
All in this categorySelf-liquidating tripwire offer
A low-ticket offer that pays back the ad spend on day one, then a core offer sold to buyers by email.
Course launch
A waitlist, a three-part free video series, and a one-week open cart with a deadline.
5-day challenge
A free or low-cost five-day challenge in a group, daily lessons, and a pitch on day four or five.