Best Practices

This page goes over best practices when creating Post-Purchase funnels!

Here's an idea of some of the best practices that we recommend!

Targeted Upsells That Trigger for Hero Products

Creating a separate funnel targeting each of your Hero Products will allow you to create an amazing upsell offer that will apply to a majority of the orders processed through your store.

A Hero Product includes those 3-5, maybe 6, items on your store that make up the majority of your revenue (generally between 60%-80%).

They tend to have multiple of the following characteristics:

  • High sales volume
  • Market dominance within its category
  • Strong brand awareness
  • Attracts a large customer base
  • Accumulates positive reviews and ratings
  • Contributes significantly to company profitability
  • Receives focused marketing attention and promotion

A/B Testing

A/B testing is a great way to test alternative strategies and update your funnels over time. This is a LONG section as there's a lot of different strategies to cover, which further leans into the fact that A/B testing is very important!

Here are some types of A/B tests you can perform:

Default Quantity 1 vs Default Quantity 2

This is a great test for brands that are selling consumables and have lower cost products.

This testing will allow you to determine whether someone is more likely to accept an offer for two of the upsell product, or if they're more likely to accept only one of them.

If you see people accept the x2 offer more frequently, that's extra profits in your pockets!

Same Product vs Different Product

Testing whether someone is more likely to purchase a product they already bought, compared to something new or complimentary.

When selling something they already purchased, you already know they have interest in the product! However this may not appeal to customers purchasing a more expensive product.

Feastables opted to upsell different products after realizing their Almond Chocolate bars weren't selling fast enough.

Feel free to read our case study with Feastables on this here if you want to check it out!

Different Discounts Percentages

Always offer a discount on your upsell products, but make sure to optimize this percentage to maximize your profits!

If you're able to get away with upselling your product at a lower discounted cost, then why wouldn't you?

A/B testing multiple discount percentages allows you to find out exactly how low you can go with the discount before it starts affecting your conversion rate, allowing you to maximize your sales!

AI (Dynamic) Upsells vs Specific Product (Static) Upsells

Testing whether or not Automatic AI Upsells will work for your brand or not is ideal!

Automatic AI (Dynamic) Upsells

AI-driven upsells can analyze individual customer behavior, purchase history, preferences, and browsing patterns to recommend highly personalized upsell offers.

This level of personalization can significantly increase the chances of upsell acceptance.

AI algorithms also adapt in real-time to changing customer behavior and market trends.

This ensures that upsell offers remain relevant and effective, even as customer preferences evolve.

However relying solely on AI for upsells could lead to a loss of human touch. Customers may feel that the recommendations are too algorithmic and not genuinely tailored to their needs. So it's worth testing both options!

Specific Product (Static) Upsells

Targeting products with complimentary items has been a long-standing strategy with a history of driving successful upsells, fostering cross-selling opportunities.

Specific product upsells allow businesses to curate and present upsell offers with clear messaging and positioning, which can be effective in enticing customers to make additional purchases.

However static upsells offer limited personalization compared to dynamic upsells. They cannot take into account real-time customer behavior or preferences, potentially resulting in lower conversion rates. Static upsells might also miss relevant upsell opportunities that could have been identified and suggested by AI algorithms based on complex customer data analysis.

Single Product vs Multi-Product

Single Product

Presenting a single upsell item keeps the offer straightforward and easy for customers to understand.

There's no decision-making burden on the customer, leading to a quick and seamless checkout process.

With only one upsell item, you can craft a highly targeted and persuasive message that highlights the unique value proposition of the product.

This focused messaging can increase the chances of conversion.

However offering a single upsell item might not cater to the diverse preferences and needs of different customers, potentially leading to lower conversion rates if the product does not resonate with the majority of buyers.


Providing multiple upsell choices allows you to cater to different customer segments or individual preferences.

Meaning customers are more likely to find an upsell that aligns with their interests and needs, potentially leading to higher conversion rates compared to a single upsell item.

Presenting multiple upsell choices enables cross-selling complementary products, allowing customers to discover related items they might not have considered otherwise.

However sometimes offering too many choices can overwhelm customers and lead to decision paralysis, where they struggle to choose and may end up abandoning the upsell altogether.

Long Form Upsell Pages vs Short Form Upsell Pages

Would a long upsell page or a short upsell page convert better? It all depends on your products, and how well you present your products up-front!

A/B testing helps find out which approach works best for your brand.

Long Form Upsell Pages

Long-form upsell pages allow for in-depth product descriptions, showcasing features, benefits, and specifications.

Customers can make well-informed decisions, leading to higher satisfaction with their purchases.

Long-form pages can incorporate more images, videos, and interactive elements, enhancing the visual appeal and engagement, which can increase the likelihood of upsell acceptance.

However, some customers may be discouraged by the need to scroll through the entire page to view the information, leading to decreased engagement and potential drop-offs. Excessive information on the long-form page can also sometimes overwhelm customers, leading to decision fatigue and reducing the chances of upsell acceptance.

Short Form Upsell Pages

Short form upsell pages provide concise information, making it easier for customers to digest the key details quickly and make prompt decisions.

With limited content, short form upsell pages prevent information overload, creating a streamlined and straightforward shopping experience.

Shorter pages also load faster, improving user experience and reducing the risk of customer impatience or bounce rates.

However, the concise format may not provide enough space to fully persuade customers, potentially leading to lower conversion rates compared to long-form pages.

Short form pages might not effectively communicate all the upsell's features and benefits, leaving customers with unanswered questions or uncertainty.

That's the end of our A/B testing section!

Set Up Follow-Up Upsells

Set up both "Upsell #2" and "Downsell" offers to increase your chances at a conversion.

The more offers your customer sees, the more conversion opportunities you have with them.

Keep the "Use Compare At Price" setting turned on

This makes the discount you offer look inflated if you have a compare at price.

Allowing you to offer a smaller discount, while still making it look like a large one!

Round Discount Percentages

Make sure to round up your discounts up to the nearest 5th.

So instead of 27% off, offer 25% or 30% off! This looks much more attractive and increases conversion rate.

Keep in mind, the discount displayed on the page may be different than the discount you entered in the upsell settings due to the previously mentioned "Use Compare at Price" inflating the way the discount looks! So make sure the visible discount is rounded.

Set Up Thank You Page Upsells

Not every order will qualify for Post-Purchase Upsells due to Shopify's Post-Purchase Restrictions.

Therefore we always recommend that you setup thank You Page upsells as well!

This way, any customers that aren't eligible for 1-Click upsells will still see some offers.

Preventing you from missing any potential conversion opportunities!

Emphasize Key Points

Emphasize important keys in the upsell with Bolding and Color allows your customer to get a brief understanding of the benefits of the upsell at first glance.

The first impression is the most important after all!

For example, emphasizing the words "%__ OFF", "LIMITED TIME", and the timer itself as well!

Setup a Catch-All Funnel

This type of funnel will be designed to catch any orders that would not have triggered any of your previous upsell funnels.

This one funnel needs to have its trigger set to "Show for All Customers", and needs to be assigned the lowest priority so that it's the last funnel to be checked.


Did You Know?

You can adjust priority levels by clicking on the "Manage Priority" button on the top right of the funnel table.

All of these best practices and recommendations help optimize your upsell offers so that they make you as much money as possible!

What’s Next

Check out this next page to find out more about Shopify's Post-Purchase Restrictions!