Getting new customers can feel like an uphill struggle. There’s a reason for that: it can cost five times more to attract a new customer than retain an existing one. But, if you increase retention rates by just 5%, you can enjoy a 25%+ boost in profits.
Growing the accounts of existing customers is obviously the way to go (alongside a robust customer acquisition strategy, of course), and upselling is a key way to do this. Upgrading customers to bigger, better subscriptions and providing them with more features and additional benefits can secure trust and give them a better experience with your brand and product.
It’s a no-brainer. However, successful upselling requires a little bit of persuasion on your part, which is where an upsell page comes into play. Creating a dedicated landing page for upsells taps into the well of existing customers you already have, leading to increased revenue and higher retention rates.
What is an upsell page?
An upsell page essentially promotes top-level subscriptions or additional features that customers can unlock if they pay more. You’re increasing the value of a product or subscription by offering a wider range of features that are a better fit for a customer’s needs.
The upsell page can be served in several different places in the sales cycle:
- At the point of subscription (as part of a pricing page)
- When a customer has selected a product or subscription
- Right before checkout
- After checkout
- When a customer has maxed out their current subscription or clearly needs more features to meet their goals
Why do you need an upsell page?
Locking existing customers into a higher-value subscription comes with plenty of benefits:
- Increase profits: the more customers you have at a higher-level subscription or who buy an upgraded (and more costly) version of your product, the more revenue you make
- Increase customer loyalty: upsells give customers the chance to choose a subscription or product that’s better suited to their needs which, ultimately, boosts their loyalty to your brand
- Increase customer lifetime value: the combination of increased profits and increased customer loyalty leads to a higher lifetime value
- Increase customer satisfaction: the flexibility and convenience of multiple different subscription levels and products suited for different types of customers create a bespoke experience that tends to lead to higher satisfaction levels
The anatomy of a great upsell page
Communicating the value of an upsell and positioning it in a way that customers can relate to requires some forward-thinking. There’s no one-size-fits-all approach to creating a successful upsell page, and it really depends on the product or features you’re promoting.
Upsell pages can come in different shapes and sizes, including:
- Showcasing add-ons for an existing subscription or product
- Promoting an entirely new product or package
- Personalizing the upsell process by highlighting extra features each customer might need
However, there’s a certain amount of information that’s helpful to include just to serve customers with the right content at the right time.
1. Product image or screenshot
Give customers a glimpse into what they’ll be getting if they upgrade. Share an image or a screenshot of the additional features and what they can use them for or, even better, embed a demo video that shows them exactly how they can use the add-ons.
2. Product features and benefits
Customers will want to know exactly what they’re getting when they upgrade. They want to know they’re making a good investment. To do this, share the features and benefits of the upgraded product or subscription. Many brands do this in a checklist format and compare it against the downgraded options to provide contrast. Others list out the benefits that the features offer to help customers imagine what their lives and businesses might be like if they invest in the upgrade.
3. Product reviews
You can’t go wrong with social proof. Incorporating customer reviews and testimonials into an upsell page can help push on-the-fence prospects off the fence by giving them the confidence to hit “upgrade”.
4. Fear-busting content
Customers will likely have hesitations before they upgrade, especially if they’ve been happy with their current subscription level or product. This is your chance to reassure them that they’re making the right decision. Do this by tackling any potential objections they might have and providing guarantees that quash their fears.
This might come in the form of an FAQ segment or simply by calling out the most common objections and answering them with a customer review, a video, or a couple of sentences of reassuring content.
7 upsell page examples to inspire your next upgrade
No two upsell pages look the same, and it’s important to focus on what information you want to share with your customers rather than following a strict template that someone else has published. When creating your upsell page, think about:
- The added benefits of the upsell
- Common questions and hesitations a customer might have
- The extra features that are most noteworthy
- The additional investment involved in upgrading
- What type of customers are most likely to buy into an upsell
To fuel your inspiration, we’ve pulled together a selection of different upsell pages.
Freshdesk lists out the additional add-ons that customers can tack onto their order during the trial stage. There are three distinct upgrade options and, for each one, the brand lists out the extra features and how much it’ll cost.
It’s a simple upsell page but gives customers the chance to curate their own experience with features that best suit their needs while Freshdesk increases their revenue at the same time.
This isn’t so much an upsell page example, but it does promote an upsell to existing customers. The tactic Buffer uses here is to capture customers that are almost reaching their limit in their existing subscription and encourage them to upgrade to maintain their current level of activity. This is a good tactic if your lower-tier subscriptions or products have limitations or are capped at a certain number of users.
Breadcrumbs can help you identify which customers are close to exceeding their subscription limit and gives the sales team the heads up to reach out with an upsell proposal.
RingCentral uses its pricing page to promote upsells. They use a common tactic that highlights the higher-tier option and makes it a more compelling choice for potential customers. As well as blocking it out in a different color, they add a banner that says “most popular” to add a dose of social proof.
Like most other upsell pages, the brand lists out the additional features of the upgrade so that customers can compare and contrast with their other tiered subscription levels.
Grammarly invites existing customers to upgrade to Premium after they create their accounts. At this point, it promotes the additional features and benefits Premium customers unlock and provides a selection of plans for them to choose from. Doing this right before payment gives prospects the chance to assess their needs and choose the right option for them–which, ultimately, will lead to increased satisfaction levels and long-term loyalty.
To top it off, there is a customer testimonial at the bottom of the page for an injection of social proof.
5. Connect 365
Connect 365’s upsell page appears right after a customer has added a product to their cart. At this point, the page shows how far through the sales process the customer is and then offers a special add-on. There is a countdown timer to add a sense of urgency and it then highlights some of the benefits customers will get if they add the upsell to their order. The call-to-action is clear and simple, plus the addition of a video makes it more personal.
6. Amy Porterfield
Amy Porterfield’s upsell page is similar to Convert 365 in that it pops up after a customer has added a product to their cart. It showcases the progress in a bar at the top of the page and promotes a special deal that customers can unlock if they invest in the upsell there and then. It covers the additional benefits and features customers get when they make the purchase and the CTA stands out against the regular branding.
Dropbox has an entire upsell page, especially for its Dropbox Business subscription. As well as listing out the key additional features customers will get compared to the more basic subscription levels, it offers prospects the chance to try it out for free for 30 days. This makes it a no-brainer for customers to try and helps tackle any objections they might have about investing straight away.
Get started upselling today
Upsells are a great way to give existing customers something a little bit special. Not only do they provide a curated, personalized experience based on a prospect’s unique needs, but they help increase profits, retention, and loyalty–what’s not to like?
An upsell page promotes the additional products and features of a potential upgrade so that buyers can make the right decision for them. Include high-quality images, benefits, customer reviews, and answers to commonly asked questions for best results.
Level up your upsell process with Breadcrumbs. Easy contact scoring means you can identify customers who are ready to upgrade and serve them with the right information at just the right time. Book a demo today.