The No Jargon Email

Maximise your purchase funnel

Breaking down Goli's purchase funnel

The purchase process of any brand is full of opportunities to get customers to convert. That means taking advantage of things like the sense of urgency, up-sells, and the dopamine rush that buyers get when making a purchase.

For Goli, the supplement brand, this is where the journey starts:

Upsell

The first upsell!

This is for one of Goli’s other products. It’s a gorgeous graphic, prominently includes the main benefits of the gummy, and advertises the price. This is a solid upsell.

Oh, you didn’t want those?

Goli has something more for you. Now, it’s asking you to add more bottles of the product you’re already ordering. The logic behind this:

Customer didn’t want to try a new product → Customer might want to add more of the product they chose.

It’s smart. It feels a little cheap, though: “Get 1 free bottle when you purchase 2 more!” is about as blatant a money grab as you can find in the upsell game.

But it works.

Thank you page

Now you have ordered and we’ve hit the thank you page. There’s a pop-up here, too: It’s advertising their referral program.

There are a few schools of thought on whether a post-purchase referral pop-up is a good idea:

• School of thought #1: It’s good––now that the customer has purchased, they might feel more confident recommending the product to a friend. After all, we all know the dopamine rush buyers get when immediately making a purchase. Goli takes advantage of this.
• School of thought #2: It’s problematic––the customer hasn’t tried the product yet. And, offering a $10 gift card opportunity immediately after purchase may make the customer feel like they just paid more than they needed to.

How this could be better: An email scheduled for after the customer receives their product would be a more logical time to advertise a gift card with referrals.

Maybe they could do both?

The takeaway

Don’t be afraid to be more aggressive during the purchase process. Customers often need to be shown exactly what choices they need to make.

Test different upsell paths until you find the balance between being promotional enough to increase the AOV and not being too pushy.

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Chat next week

Martin - Founder Relearn Digital

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