What separates an offer that converts well from one that doesn’t convert?
Of course, there are many variables (all of which we will discuss at some point), but one of the key components to maximizing your sales conversion rate is having a compelling value stack.
A value stack consists of benefits, perks, and bonuses, which are itemized into individual offers, evaluated, and then bundled with your primary product to create an irresistible offer.
The objective is to entice, incentivize, or influence your leads to buy a great product on the spot by leveraging psychology and playing on the human tendency to want the best deal possible and the fear of missing out on a great offer (FOMO).
Now, when some people hear the word “psychology,” they instantly feel uncomfortable. So, why should you use psychology in marketing and sales? Is it even ethical?
It’s simple: you have lives to impact, and your mission starts with people buying your life-changing product – and that is ethical.
Also, an irresistible offer eliminates some of the stress and uncertainty that comes with making a difficult purchase decision in today’s competitive market, and easing your consumers’ minds is completely ethical (and quite helpful).
Furthermore, when built right, your bundled offer not only seems more valuable to your soon-to-be customers, but it actually IS more valuable because of all the additional value you stack on top of your primary product, which is a crucial element for building a solid offer.
So, yes, leveraging psychology to convert more people to buy a valuable product is ethical. We highly recommend it to maximize your conversions and revenue, and we’re here to help you do it right.
Here’s How Value-Stacking Works:
- Create a list of products, services, features, benefits, and bonuses that come with your offer (list all the valuable components);
- Assign a monetary value to each individual component (each benefit, perk, bonus, etc.);
- Bundle all the components together with your primary product, and calculate the “perceived value” of the bundle by adding up the values of all the components within your bundle;
- Create an “everyday price” for your bundle – the cost of your offer as listed publicly on your website (this cost should be lower than the perceived value but higher than your final offer);
- Finally, choose the final “promotional price” to create your irresistible offer, which consists of your primary product bundled with your value stack!
Now, we know what you might be thinking: “What can I possibly add to my value stack to make my offer irresistible to my target audience?”
Well, that is precisely the challenge we are here to help you overcome in part one of our two-part offer-building series. In the next section, we provide you with a list of unique ideas you can use to build a compelling value stack for your irresistible offer.
Furthermore, in the second part of this series, we’ll give you a list of unique ideas for creating additional offers that can be used as add-ons, bumps, upsells, and/or downsells (and a few other ideas) to maximize your revenue.
Value Stack Ideas For Your Irresistible Offer
In this section, we provide you with a list of 25+ unique ideas for your value stack. Most of these ideas came from analyzing our agency’s clients’ offers, and some came from studying other successful companies in various industries and niches.
Feel free to use some or all of the ideas below to “stack on top of” your primary offer or get inspired by our content to create your own unique ideas. Let’s build your irresistible offer!
- Trial Period: Offering a free trial puts your customers at ease and encourages them to make a small commitment, leading to bigger commitments! Free trials are ideal for “sticky” solutions, such as SaaS tools users rely on to run their businesses.
SaaS companies want users to set up their accounts and use all the premium features during the trial period because users are likelier to stick around after putting a lot of work into their setups. It’s genius! - Money-Back Guarantee: Speaking of ease of mind, nothing beats a 30-day money-back guarantee. Refund rates are generally low enough that the pros significantly outweigh the cons (a typical refund rate for info products is 1-5%).
However, overly “hypey” offers tend to have the highest refund rates (we’ve seen upwards of 30%), which is also something to consider when building your offer. - Priority Customer Support: Anyone can offer this perk, regardless of whether you are a company or an independent affiliate selling third-party offers. If you prioritize paying customers (or referrals), you might as well let them know in your value stack.
Let your buyers know you’ll be there for them if or when they need assistance. - Free Shipping & Returns: Have you ever stopped mid-purchase upon noticing the ridiculously high shipping fee? Unless you are implementing the free-plus-shipping model, offer a free shipping option. Also, include quicker shipping options at a cost for people who prefer speed over cost.
Make the return process free and easy. Providing an inconvenient return experience is one of the easiest ways to get a negative review from an unsatisfied and frustrated customer. - Flexible Payment Options: Some people enjoy the old-fashioned way of entering card details, while others prefer Apple and Google Pay, Link, Shop Pay, PayPal, etc. Make it easy and convenient for people to give you their money by adding as many payment options as possible.
- Discount or BOGO: Who doesn’t love a good discount? BOGO (buy one, get one) is ideal for businesses that sell physical products, but it can certainly be incorporated in the digital space.
If you offer a coupon code, consider auto-applying it (when possible) before sharing the buy link because some people struggle with applying coupons. - One-Time Payment/ Lifetime Access: Offering a product that your customers can access at any time in the present and future can boost customer conversion, satisfaction, and retention rates.
People love having unlimited access, so if your product is not a recurring subscription, mention lifetime access in your value stack! - Course or Tutorial: Giving away a valuable and relevant course or tutorial in addition to your primary offer is an absolute steal of a deal for the right audience (considering that courses can be sold standalone for a premium).
We implemented this tactic at Vavoza: to boost our VIP Lifetime membership subscriptions, we offered free access to our YouTube Ads Pro course to people who became VIP Members on the Lifetime plan. - PDF or Guide: What’s quicker and easier to create than a course? A good ol’ PDF! Put together an exclusive PDF or guide with valuable content relevant to your primary offer and include it as a free bonus in your value stack.
- Recording & Replay: If you sell a paid LIVE webinar or workshop, offer the event recording as a bonus to people who sign up on the spot. You can also sell the event recording as a standalone product or as an add-on (more on this in the second part of this series).
- Certification Opportunity: When applicable, mention a certification opportunity in your value stack. If you sell a class, course, or program, consider presenting a certificate of completion to students who complete your program.
This bonus can be extra valuable and desirable if you make your certification widely recognizable, credible, and beneficial to your students in their industry. - Exclusive Newsletter: If you have valuable information to share that could greatly benefit your customers, consider sending them exclusive content via newsletters. This way, you can add access to your premium newsletter to your value stack.
- Audit & Report: When applicable, consider offering an in-depth audit/analysis and report to your clients. For instance, if you sell web design or SEO services, you can offer a detailed audit of your client’s website and give them valuable tips and insights on how to improve performance in addition to providing your service.
- Private Onboarding: Whether you sell a complex system, a multi-step training program, or a straightforward service, private onboarding is a valuable benefit to some people. Get on a Zoom call with your customers and help them get started using the product they purchased.
Offering private onboarding also allows you to connect with your customers face-to-face, build rapport and trust, and encourage them to buy more complementary offers (your add-ons and upsells).
If you are an affiliate marketer selling third-party products, offering private onboarding is a great way to generate more customers via your referral link. Be a helpful guide to your referrals, and you will stand out from all the other affiliates promoting the same product.
Plus, doing so will build your own loyal customer base (even if you only sell third-party offers). - Private Consultation: If you are an expert at your craft, someone is likely willing to pay you for your time. However, you don’t have to get into the consulting business, per se. You can offer a 1-on-1 or group consultation as a bonus to people who buy your product (ideally, a higher-ticket offer so that it is worth your time) by the specified deadline.
- Flexible Connection Options: Consider offering multiple ways for your clients to connect with you directly. Some people prefer texting, messaging apps, or email, while others prefer phone or Zoom calls.
This is a great bonus to consider adding to your value stack if you are a coach, consultant, therapist, lawyer, or other expert who offers ongoing services and support. - Free Swag: Gifting your customers free swag like t-shirts, caps, mugs, and other things they can use daily is a great free branding practice and a way to show appreciation for their purchase.
Use a platform like Swag.com to effortlessly create, package, and ship branded gifts to your customers. - Vacation Giveaway: This one is awesome. You can incentivize leads to convert by including a vacation giveaway in your value stack! Now, that is an irresistible bonus (if you can make it relevant to your offer, of course).
- Premium Extras: Consider including a few perks and features typically offered as premium add-ons. For instance, if you offer SaaS, add extra perks to your value stack that are exclusive to your irresistible offer, such as priority tech support, additional storage, and premium tools and features.
- Vendor Deals & Opportunities: Work out special deals or opportunities with third-party vendors you previously used, and offer access to these deals to your customers as part of your value stack.
Vendors win by getting more business, your customers win by getting a better deal and saving time on research, and you win by bringing valuable resources to your customers. - Charitable Contribution: Some people have a soft spot for charities, and offering a promotion, the profits of which may partially be donated to a good cause, can persuade them to buy.
This is a good tactic to consider if you serve a younger crowd or audiences in demographic regions where social or environmental causes are more prominent – make them feel good about where their money is going. - Loyalty Program: Offer a bonus or a free product if a customer refers a friend to your brand. Consider offering something to both the existing customer and the referral.
You can also offer a point accumulation program, special discount codes rewarding frequent customers, or special offers on new collections.
This makes your customers feel special and valued, and it “gamifies” their experience with your brand, contributing to customer satisfaction and retention. When you make people feel special, they make your brand feel special, too! - Income Opportunity: Who doesn’t want an extra source of income? Offering people a way to make money incentivizes them to spend it, as they can easily make up the amount spent later (and earn more).
If you are a brand, offer a lucrative affiliate program. If you are an independent affiliate selling third-party offers, you can share your proven money-making system with people or allow them to replicate your setup. - Supportive Community: Things are a lot easier when you have a community of like-minded people who may be going through similar things. Going to the gym is easier with a gym buddy, and starting and growing your business is easier when you have someone on a similar journey.
Offering people a place where they belong can be a huge selling point. Position your community as the go-to place for the highest-quality support, personalized answers to questions, technical assistance, real-time guidance and training, and anything else your audience might appreciate.
If you are an affiliate marketer selling third-party offers, this is yet another great bonus you can offer in your value stack to people who convert through your referral link! - Private Network: Recently, we shared a VIP Case Study featuring Vadim Moda – a successful entrepreneur who has built an impressive network for entrepreneurs, traders, and hustlers under the “Moda” brand.
Moda members can connect in their private Facebook groups and chats, build relationships with like-minded people, and find business opportunities, partnerships, the best deals on luxury assets, B2B services, and more.
You can offer access to your private network as a bonus in your value stack. You can also bring people into your private network by having them buy your irresistible offer as an entry ticket – it can go both ways.
Closing Remarks
Cha-Ching! We hope you will use the ideas provided in this first part of our two-part offer-building series to build irresistible offers, sell more, and earn more.
We highly recommend studying successful companies in your industry and analyzing their value stacks (they all have them if they are successful). This will give you even more unique ideas specific to your business.
Remember, you can’t go wrong with gaining actionable insight and getting inspired by other successful entrepreneurs and brands.
And now, continue to the second part of this exciting series, and enjoy.
