Order Bump Copy

---
name: order-bump-copy
description: "Writes order bump offers for checkout pages with benefit-focused copy and pricing psychology. Use when you need to increase average order value at checkout."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Order Bump Copy

## When to Use This Skill

Use this skill when you need to:
- Write compelling order bump copy for a checkout page
- Design a complementary add-on offer that increases average order value
- Apply pricing psychology to make the bump feel like an obvious yes
- Create multiple order bump variations for testing

**DO NOT** use this skill for upsell pages (shown after purchase), cart pages, or full sales pages. This is for the small add-on offer displayed on the checkout page itself.

---

## Core Principle

AN ORDER BUMP MUST FEEL LIKE ADDING FRIES TO YOUR MEAL — SO OBVIOUSLY COMPLEMENTARY AND SO REASONABLY PRICED THAT SAYING NO FEELS LIKE LEAVING VALUE ON THE TABLE.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Main product** | "What is the customer buying at checkout?" | No default — must be provided |
| **Main product price** | "What does the main product cost?" | No default — must be provided |
| **Bump product idea** | "Do you have an add-on product in mind?" | Will recommend one |
| **Checkout platform** | "What checkout tool are you using?" | Platform-agnostic |
| **Current bump rate** | "Do you have an existing bump? What's the take rate?" | No existing bump |

**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.