An upsell offers a higher-value version of what the buyer is already choosing, such as the annual plan instead of the monthly one. A cross-sell offers a different product that goes with it, such as a template pack with a course. The test is simple: if the new item replaces the first choice, it is an upsell. If it is added next to it, it is a cross-sell.
Both can appear on a product page, in a checkout or after payment. What changes is the question you are asking the buyer.
The difference at a glance
| Upsell | Cross-sell | |
|---|---|---|
| The offer | A bigger, better or longer version of the same thing | A different product that complements it |
| Replaces the first choice? | Yes, usually | No, it is added |
| Example | $97 course, offered the $297 edition with coaching calls | $97 course, offered a $19 workbook |
| Buyer’s question | “Do I want the better version?” | “Do I also want this?” |
| Usually needs | A short explanation of what the upgrade adds | A line or two, as it is a small item |
The words are used loosely. A “bundle upsell” that adds items to the first purchase behaves like a cross-sell. Don’t spend time on the label; decide what you are offering and whether it fits the buyer.
Upsell examples
- Monthly to annual. A subscriber choosing the monthly plan sees the yearly price with the saving in dollars.
- Single licence to team licence. A template buyer is offered the same template with team seats.
- Course to course with coaching. The same course, with live calls included.
- Starter to growth plan. Shown at the point a buyer hits a limit, with the price difference stated.
Cross-sell examples
- Course and workbook. A printable workbook that goes with the course.
- Software and setup session. A one-hour onboarding call offered next to a plan.
- Event ticket and recording. Someone buying a ticket is offered the replay.
- Template and font pack. A second digital product that suits the first.
Where each one fits in a checkout
A checkout has three moments to make an offer, and each suits a different kind of offer.
- On the checkout page, before payment. Best for small cross-sells that need no explanation. This is the order bump: a tick box that adds a companion item to the same order.
- Straight after payment. Best for upsells, and for larger cross-sells. The buyer has agreed to pay, so the question is only whether more is worth having. They should not have to re-enter card details.
- When a customer is about to cancel. A save offer gives a cancelling subscriber one relevant alternative, such as a cheaper plan or a pause.
For the full list of what an upsell looks like and how to keep it from annoying people, read what is an upsell.
Choosing between them
Ask what the buyer is trying to do.
- They are comparing tiers or plans. Make an upsell. They are already thinking about “how much do I need?”.
- They have chosen and are ready to pay. Offer a small cross-sell. Anything that needs a paragraph will slow them down.
- They have just paid. Offer one thing, either the better version or the obvious companion. Not both.
- Your product has no higher-value edition or upgrade. Offer a relevant companion product as a cross-sell.
Keep the offer relevant to the first purchase. A buyer of a spreadsheet template might want a team licence or a guide on using it; they don’t want a random product from your catalogue.
What to measure
- Take rate: the share of buyers who accept the offer.
- Revenue per buyer: total revenue from these buyers, offers included, divided by the number of buyers. This is better than average order value, because post-purchase offers can add orders and change that average.
- Refunds and support tickets on orders that include the offer. A rise means the offer is confusing or pushy.
- Completion of the first purchase. An offer placed after payment should not change it. One placed before payment can.
Change one thing at a time and compare the same days of the week.
Setting both up in Plandalf
Plandalf’s checkouts support order bumps and upsells on one-time, package, tiered, volume and subscription prices, and run them as steps in a multi-page flow: plan selection, details, payment, an offer page and confirmation. A sensible first setup:
- Build the checkout for your main product.
- Add one order bump for a small companion item (your cross-sell).
- Add one post-purchase step with the better version of the product (your upsell).
- Test a purchase with each offer accepted and declined, and check the totals, the invoice lines and any follow-up email.
If you run a deadline on the offer, Promos keep the countdown and price in step. Stripe or PayPal processes the payment. Plandalf is $49 a month or $490 a year with a 14-day free trial; see the pricing section for current terms.
FAQ
What is the difference between an upsell and a cross-sell?
An upsell offers a higher-value version of what the buyer is already choosing. A cross-sell offers a different product that complements it. An upsell usually replaces the first choice; a cross-sell is added to it.
Is an order bump an upsell or a cross-sell?
Usually a cross-sell. An order bump is a small extra item ticked on the checkout page, added to the same order. An upgrade to a larger version of the main product is an upsell.
Which earns more, an upsell or a cross-sell?
It depends on your prices and your buyers, and there is no general answer. Test one against the other and compare revenue per buyer, not just take rate.
Can I use both in one checkout?
Yes. Start with one small cross-sell before payment and one upsell after it. Add more only if take rates hold and refunds don’t rise.
What is a downsell?
A downsell is a cheaper alternative offered when a buyer declines an upsell or tries to cancel. A save offer for a cancelling subscriber is a common example.
