Adding Upsells & Downs Sells to Funnel Checkout

In sales funnels, upselling and downselling are techniques used to increase revenue by offering additional products or services to a customer after they have made a purchase — or declined a higher-priced offer.

In Recrevio, these techniques are especially powerful for creators who sell online courses, coaching programs, memberships, digital resources, and community access.

Upselling

Upselling normally involves offering an additional product or a complementary offer that enhances the original purchase, with the goal of increasing the overall order value.

For example, a customer may purchase a beginner online course from you. An upsell could then be:

• A more advanced course or continuation program
• A 1:1 coaching session or strategy call
• Access to a membership or community
• A premium workbook, template pack, or implementation guide

All of these options build naturally on the original purchase and help increase your funnel revenue while delivering more value to the customer.

Downselling

Downselling, on the other hand, involves offering a lower-priced alternative to a customer who has declined the upsell offer.

For example, if a customer declines:

• A high-end coaching package
• A premium course bundle
• A long-term membership

A downsell could be:

• A shorter workshop or mini-course
• A self-paced guide or checklist
• A one-time Q&A session recording
• A low-cost digital resource related to the topic

This allows you to still capture value while respecting the customer’s budget or readiness level.

Key Benefits of Upselling and Downselling

Some key benefits of using upsells and downsells in a sales funnel include:

• Increased revenue

  By offering relevant add-ons, you increase the total value of each purchase.

• Improved customer satisfaction

  Customers can choose an option that best fits their needs, pace, and budget.

• Increased customer loyalty

  When customers feel supported instead of pressured, they are more likely to return.

• Cost-effective marketing

  You generate more revenue from existing buyers rather than relying only on new traffic.

• Increased lifetime customer value

  Additional offers encourage repeat purchases and long-term relationships.

Creating an Upsell

To get started with creating an upsell, navigate to the funnel step where you already have a checkout.

You will see a green bar:

+ Add upsell or downsell

Once selected, a popup will appear with two options:

• Page
• Popup

Page vs Popup – Which Should You Choose?

The choice depends on how much explanation your offer requires:

• Popup

  Best for simple, easy-to-understand offers, such as:

  • A coaching call
  • A template pack
  • A short workshop

• Page

  Better when you want to include:

  • More context or storytelling
  • Video explanations
  • Testimonials or benefits
  • Detailed descriptions (for example, a premium program or membership)

If you’re unsure, you can always use A/B split testing to gather real data and see what converts best.

For this example, we’ll keep it simple and select the popup option. The same principles apply when using pages.

When you select Page or Popup, you’ll be presented with a set of pre-made upsell and downsell templates. These templates already include all required elements to make the upsell or downsell function correctly.

You can either:

• Pick one of the ready-made templates, or
• Start from scratch by choosing Empty Page or Empty Popup

Important if You Start with an Empty Page or Popup

If you choose to start with an Empty Page or Empty Popup, it’s important to know that the upsell/downsell functionality is handled by a specific Upsell/Downsell widget.

• This widget is automatically included in all upsell/downsell templates
• If you start with an empty canvas, you must add this widget manually

Without the Upsell/Downsell widget, the page or popup will not function as an upsell or downsell — even if it looks correct visually.

You can find the widget under Add Widget → Basic → Upsell / Downsell.

This widget is the foundation for everything described below.

Editing the Upsell

Editing an upsell works the same way as editing any other block or container in Recrevio.

You can for example:

• Drag and drop widgets
• Add text, images, or videos
• Customize layout and copy

Please just make sure the Upsell/Downsell widget is added to the page or popup.

• If you’re using a template, the widget is already included – simply click on it to edit.
• If you started with an empty page or popup, add the widget manually via Add Widget  > Upsell / Downsell.

Configure the Upsell / Downsell Widget

Navigate to the call-to-action button inside the Upsell / Downsell widget and click Edit to open the Upsell / Downsell settings panel.

This panel controls both what product is offered and how the offer is presented and handled in the funnel.

Add Upsell Product

Click Add Upsell Product to select which product you want to offer as the upsell or downsell.

• You can choose from any product in your product list, such as:
  • Online courses
  • Coaching sessions
  • Memberships
  • Digital products
• The selected product is what will be charged automatically if the customer accepts the offer.

This step is required — without a selected product, the upsell or downsell will not function.

Overwrite the Price (Optional)

Enable Overwrite the price if you want to set a custom price specifically for this funnel step.

• This does not change the product’s default price in your store

• The overridden price applies only inside this upsell/downsell

  Perfect for:

  • One-time offers
  • Limited-time discounts
  • Exclusive funnel-only pricing

Use this option to create urgency or reward customers who continue in the funnel.

Button Text

Customize the Button text to control what the customer sees on the main action button.

• This is the primary call-to-action

  Use clear, benefit-driven copy such as:

  • “Yes, add this to my order”
  • “Upgrade my access”
  • “Grab the deal”
• Avoid generic text if possible — the button text strongly affects conversions

Add Decline Link

Enable Add Decline Link to give the customer a clear and respectful way to decline the offer.

• The decline link sends the customer directly to the next step in the funnel
• This reduces friction and keeps the funnel moving smoothly
• It also helps the customer feel in control of the decision, which often increases trust and overall conversion

You can customize the Decline Link Text, for example:

• “No thanks”
• “I’ll skip this”
• “Continue without this”

In most cases, it is strongly recommended to include a decline link.

Providing a clear “no” option:

• Reduces hesitation and decision fatigue
• Prevents users from feeling trapped or pressured
• Often results in higher acceptance rates for the upsell, paradoxically, because the choice feels safer

Show Buttons Next to Each Other (Optional)

Enable Show buttons next to each other to display the accept and decline actions side by side instead of stacked.

When enabled:

• Creates a balanced and symmetrical visual layout
• Makes the choice clear and transparent
• Often works well for confident, low-friction offers where the customer already has high intent

When not enabled (default stacked layout):

• Buttons are stacked vertically
• This often works better on mobile devices, where vertical flow is more natural
• Creates a clearer primary action hierarchy, especially when the upsell requires more consideration

Tips & Best Practices:

• Use side-by-side buttons for:
  • Low-cost add-ons
  • Clear upgrades with obvious value

  • Audiences familiar with your offers

    Use stacked buttons for:

  • Higher-priced or higher-commitment offers
  • Mobile-first funnels
  • Offers that benefit from a more focused, step-by-step decision
• If you’re unsure which layout performs best, test both using A/B split testing and let real data guide the decision.

Choosing the right button layout helps reduce friction, improves clarity, and can significantly impact conversion rates — especially on mobile.

Connect to Email Marketing

Use Connect to Email Marketing to link the upsell or downsell to your email lists.

• Add customers who accept the offer to a specific list

  Useful for:

  • Onboarding sequences
  • Product-specific follow-ups
  • Premium customer segmentation

Click Select Lists to choose which email list(s) should be applied.

Tag Customers on New Order (Optional)

Enable Tag customers on new order to automatically tag customers who accept the upsell or downsell.

• Tags are powerful for automation and segmentation

  Common use cases:

  • Trigger onboarding emails
  • Start follow-up or nurture sequences
  • Identify buyers of specific offers
  • Retarget customers who declined

Tags allow your funnel to connect seamlessly with the rest of your CRM and automation setup.

Styling Options for Upsell & Downsell Buttons

Both the Buy button and the Decline button use the same styling options.

This means you can design them consistently and intentionally, while still using color, layout, and effects to guide attention and behavior.

You access these settings via:

• Style Buy Button
• Style Decline Button

The available styling controls are identical for both buttons and are described below.

Button Color

Sets the background color of the button.

Border Color

Controls the color of the button border.

Add Gradient (Optional)

Enables a gradient background instead of a flat color.

Text Style

Controls font family, size, weight, and alignment for the button text.

Shadow

Adds a shadow effect to the button.

Padding Size

Controls the inner spacing of the button.

Border Radius

Adjusts how rounded the button corners are.

Border Size

Controls the thickness of the button border.

Expand Button to Full Width

Makes the button span the full width of its container.

Hover Effect

Defines how the button behaves when hovered over (desktop).

Examples:

• Slide color to the right
• Fade
• None

Hover Color

Sets the background color when the button is hovered.

Hover Text Color

Sets the text color on hover.

Styling Strategy: Buy vs Decline Button

Even though both buttons share the same styling options, best practice is to style them differently:

• Buy Button
  • Stronger color
  • Higher contrast
  • More visual weight
• Decline Button
  • Neutral or muted colors
  • Border-only or lighter background
  • Less visual dominance

This guides the user naturally without removing choice.

Adding a Downsell (and Understanding the Order)

Creating a downsell follows the exact same process as creating an upsell.

There is no technical difference in how they are built — the order in which you add them determines whether they function as an upsell or a downsell.

How the Upsell / Downsell Order Works

Upsell and downsell steps alternate automatically based on the order they are added:

• The first offer you add after the checkout becomes an Upsell
• The second offer becomes a Downsell
• The third offer becomes an Upsell
• The fourth offer becomes a Downsell
• …and so on

In practice, your funnel will follow this pattern:

Upsell → Downsell → Upsell → Downsell

All steps:

• Are created in the same way
• Use the same widgets and settings
• Follow the same editing and styling process

The system simply alternates the role of each step automatically.

How to Think About Order & Logic

Each downsell should exist as a natural alternative to the upsell before it.

A simple way to think about it:

• Upsell = “Would you like to go deeper or get more support?”
• Downsell = “If not, here’s a lighter or more accessible option”

Common and Effective Funnel Flows using Upsells and Downsells

Here are some proven patterns that work especially well for coaches, course creators, and membership businesses:

Example 1: Course-Based Funnel

• Core course (checkout)
• Upsell: Advanced course or premium module
• Downsell: Workshop or mini-course
• Upsell: 1:1 strategy call
• Downsell: Group Q&A session

Example 2: Coaching Funnel

• Discovery call or paid session
• Upsell: Coaching package (3–6 sessions)
• Downsell: Single follow-up session
• Upsell: Membership or ongoing support
• Downsell: Community-only access

Example 3: Membership Funnel

• Membership signup
• Upsell: Annual plan or VIP tier
• Downsell: Quarterly plan
• Upsell: Private coaching add-on
• Downsell: Monthly group coaching

How Many Upsells and Downsells Should You Use?

There’s no fixed rule, but a good guideline is to keep it simple and intentional.

Best practices:

• Aim for no more than 3–4 total offers
• Avoid overwhelming customers with too many decisions

• Make sure each offer clearly answers:

  “Why is this helpful right now?”

The goal is to support the customer’s journey, not to pressure them into buying more.

Best Practice: Think in Value Steps

Each upsell or downsell should feel like a logical next step, not a random offer.

Good progression examples:

• Beginner course → advanced course
• Course → coaching call
• Coaching → membership
• Program → community access

When every step feels relevant and aligned, you:

• Build trust
• Increase conversions
• Improve long-term customer value

Summary Guide – Adding Your First Offer (Upsell)

1. Navigate to the funnel step that already contains a checkout
2. Select + Add upsell or downsell
3. Choose Page or Popup

4. Select a pre-made upsell template or start from an empty layout

   Add your product and customize:

   • Price (optional override)
   • Button text
   • Decline option
   • Tags or email list connections
5. Save — this offer will become your Upsell and appear as the first post-checkout step in your funnel

Summary Guide – Adding the Next Offer (Downsell or Additional Upsell)

1. Select + Add upsell or downsell again
2. Create the offer using the same process

3. Customize the content and call-to-action

   Save — the system will automatically assign the role:

   • Downsell if it follows an upsell
   • Upsell if it follows a downsell

Each new offer follows the same creation flow, with the role alternating automatically.