Upsells and Downsells in Systeme.io – How to Increase AOV by 50%+

If you are running a sales funnel without upsells or downsells, you are actively leaving money on the table.

In the world of digital marketing, the hardest part is getting a customer to open their wallet the first time. Once they have trusted you enough to make that initial purchase, they are statistically much more likely to buy again immediately—provided the offer is right.

This is where Average Order Value (AOV) comes into play. If you spend $20 on ads to acquire a customer who only spends $25, your margins are razor-thin. But if you can use a strategic upsell flow to turn that $25 customer into a $75 customer without spending a penny more on ads, your business transforms from surviving to thriving.

Systeme.io is arguably one of the best all-in-one platforms for implementing this strategy because it supports One-Click Upsells. This feature removes friction, allowing customers to add products to their order without re-entering their credit card details.

In this guide, I will walk you through exactly how to set up upsells, downsells, and order bumps in Systeme.io to potentially increase your AOV by 50% or more.

Table of Contents

1. The Psychology: Why Upsells and Downsells Work
2. Order Bumps vs. Upsells vs. Downsells
3. Prerequisites for One-Click Upsells
4. Step-by-Step: Adding an Order Bump in Systeme.io
5. Step-by-Step: Setting Up Your First Upsell (OTO)
6. Step-by-Step: Creating the Downsell Logic
7. Advanced Strategies to Hit That 50% AOV Increase
8. FAQ
9. Conclusion

The Psychology: Why Upsells and Downsells Work

Before diving into the technical setup inside the Systeme.io dashboard, it is crucial to understand why we are doing this.

• The Buying Mode: When a customer enters their credit card information, their brain releases dopamine. They are in “buying mode.” This is the peak moment of trust and excitement.
• The Upsell (OTO – One Time Offer): This is the “Do you want fries with that?” moment. It enhances the main purchase.
• The Downsell: If the customer says “No” to the expensive upsell, the downsell says, “Okay, how about a smaller portion for less money?” It saves the sale by lowering the commitment level.

By utilizing these steps, you aren’t being pushy; you are offering more value to people who have already raised their hands to say they want what you have.

Order Bumps vs. Upsells vs. Downsells

Many beginners confuse these three terms. In Systeme.io, they function differently and appear at different stages of the funnel.

Here is a quick breakdown to help you visualize the flow:

The Golden Rule: The Order Bump increases the initial cart size. The Upsell maximizes profit. The Downsell saves the lost opportunity.

Prerequisites for One-Click Upsells

Systeme.io makes this process incredibly smooth, but there is one technical requirement you must meet for the “One-Click” magic to work.

You must use a payment gateway that supports Reference Transactions.

• Stripe: Fully supports one-click upsells. This is the recommended gateway.
• PayPal: Supports one-click upsells only if you have “Reference Transactions” enabled on your PayPal merchant account. (Note: PayPal often requires a vetting process and business history to enable this).

Pro Tip: If you cannot get Reference Transactions enabled on PayPal, Systeme.io will simply ask the customer to log in to PayPal again to confirm the second payment. It still works, but it adds friction. Stick to Stripe for the highest conversion rates.

Step-by-Step: Adding an Order Bump in Systeme.io

Let’s start with the easiest win: The Order Bump. This sits right on your main order form.

1. Create or Select Your Order Form Step

Navigate to your Funnels tab and open the funnel you are working on. Click on your Order Form step.

2. Configure the Order Bump Resource

Before editing the design, look at the “Resources” section on the main dashboard for that step.

1. Under Resources, click the (+) button.
2. Select the product or course you want to sell as the bump.
3. Important: Make sure you verify the “Order Bump” toggle (sometimes handled within the page editor, but you must ensure the resource is tagged correctly so the customer gets access).

3. Edit the Page Design

Click on the Edit Page (magic wand) icon.

1. Drag and drop the Order Bump element from the left-hand menu onto your form. Ideally, place it right above the “Submit Payment” button.
2. Click on the element to customize the text.
3. Copywriting Tip: Use a dotted red border and highlight the discount.

   • Headline: “Yes! Add the [Product Name] for only $17.”
   • Description: “One-time offer. Not available anywhere else.”

(Description of visual: A screenshot showing the Systeme.io editor with the Order Bump element placed just above the big green ‘Buy Now’ button.)

Step-by-Step: Setting Up Your First Upsell (OTO)

Now for the heavy hitter. The Upsell page appears immediately after the user submits the Order Form but before the Thank You page.

1. Add a New Step

In your funnel view on the left sidebar:

1. Click “Add Step”.
2. Name it (e.g., “Upsell 1 – Masterclass”).
3. Under Type, select Upsell. This is critical. If you choose a standard “Sales Page,” the one-click functionality will not work.

2. Choose a Template

Systeme.io offers several pre-made Upsell templates. Choose one that is simple. Video sales letters (VSLs) usually convert best here.

3. Configure the Product

Before editing the design, stay in the step settings:

1. Go to Resources.
2. Choose Digital Product or Physical Product.
3. Select the specific Course or Product intended for this upsell.
4. Set the Price Plan. (Ideally, this price is higher than your initial offer).

4. Edit the Page and Buttons

Click Edit Page.

• The “Yes” Button: Click on the main CTA button. In the settings on the left, ensure the action is set to “Accept Offer”.
• The “No” Link: You must provide a way to say no. Add a text link under the button that says, “No thanks, I don’t want this special offer.” Link this text to “Decline Offer”.

Warning: If you do not include a “Decline Offer” link, the customer gets stuck in the funnel!

Step-by-Step: Creating the Downsell Logic

What happens if they click “No thanks”? We don’t want to send them straight to the Thank You page yet. We want to offer a Downsell.

1. Add the Downsell Step

1. Click “Add Step”.
2. Name it (e.g., “Downsell 1 – Payment Plan”).
3. Under Type, select Downsell.
4. Position this step in the list directly underneath your Upsell step.

2. Configure the Logic

Systeme.io handles the logic automatically based on the step order.

• If the user clicks Accept on the Upsell -> They go to the next Upsell (if any) or the Thank You page.
• If the user clicks Decline on the Upsell -> They are automatically routed to the Downsell page immediately following it.

3. Edit the Downsell Page

The design should be similar to the upsell but acknowledge the rejection.

• Headline Idea: “Is the price a bit too high? No problem.”
• The Offer: Offer a payment plan (e.g., 3 payments of $X) or remove the bonuses to lower the price.
• Ensure the buttons are set to “Accept Offer” and “Decline Offer” just like the upsell page.

(Description of visual: A flowchart diagram showing Order Form -> Upsell 1. If Yes -> Thank You. If No -> Downsell 1 -> Thank You.)

Advanced Strategies to Hit That 50% AOV Increase

Knowing how to click the buttons is one thing; knowing how to craft the offer is another. Here is how to maximize revenue.

1. The “Rule of 3” Pricing

Don’t just stop at one upsell. A common high-converting flow looks like this:

• Main Offer: $27
• Order Bump: $17 (High conversion)
• Upsell 1: $97 (Core offer extension)
• Downsell 1: 3 payments of $37 (For those who rejected the $97)
• Upsell 2: $47 (A lower-ticket “no-brainer” before checkout ends)

2. Speed is Key (The VSL Method)

On your Upsell page, do not write a 2,000-word sales letter. They just bought from you; they trust you.
Use a short Video Sales Letter (3–5 minutes).

• Hook: “Wait! Your order is not complete yet.”
• Problem: “You bought the course, but you still need the templates to execute fast.”
• Solution: “Add this template pack to your order…”
• CTA: “Click the button below.”

3. Use Scarcity Tags

In Systeme.io, you can use automation rules. If someone buys the upsell, tag them as “VIP.” If they don’t, tag them as “Customer.” Later, you can email the “Customer” list a 24-hour expiring link to buy the upsell they missed, but at a slightly higher price, reinforcing that the “One-Click” moment was the best deal.

4. Test Your Pricing

Is your Upsell converting at less than 10%? It’s too expensive, or the value isn’t clear.
Is it converting at 40%+? You are too cheap! Raise the price. A sweet spot for a first Upsell is usually 15%–25% conversion.

FAQ

Q: Do I need a paid Systeme.io plan to use Upsells?
A: Systeme.io is very generous. Even on the Free plan, you can create a funnel with upsell and downsell steps, though you are limited by the number of sales funnels and steps you can create.

Q: Can I sell a physical product as an upsell?
A: Absolutely. You just need to select “Physical Product” in the resources section. This works great for “Free plus Shipping” funnels where the upsell is a bulk order.

Q: What happens if the Upsell payment fails?
A: If the one-click payment fails (e.g., insufficient funds), Systeme.io usually displays an error message to the user. The initial order (the main product) is usually already processed successfully, so you don’t lose the first sale.

Q: Can I have multiple Upsells?
A: Yes. You can chain them. Upsell 1 -> Upsell 2 -> Upsell 3. However, be careful not to annoy your customers. Usually, 2 Upsells is the maximum recommended limit for a standard funnel.

Q: Does the customer get two receipts?
A: Yes. Because these are technically two separate transactions (the main order and the upsell), Stripe or PayPal will generate two separate receipts. It is good practice to mention this on your Thank You page.

Conclusion

Implementing Upsells and Downsells in Systeme.io is not just a technical task; it is a fundamental shift in how you view your business economics. By moving from a single-product focus to a “Customer Lifetime Value” focus, you can afford to spend more on ads, outbid your competitors, and provide more value to your clients.

The setup in Systeme.io is straightforward:

1. Order Bump on the checkout page.
2. Upsell Step with “Accept/Decline” logic.
3. Downsell Step for price objections.

If you haven’t added these to your funnel yet, take an hour today to implement just one Order Bump and one Upsell. The results on your bottom line will likely surprise you.

Found this guide helpful? Share it with your marketing network or leave a comment below if you have specific questions about your funnel setup!

Fash ViRal

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