Definition of an upsell funnel
An upsell funnel is a rule set: when a student does X, offer Y, through these channels, with this limit. The trigger is behavior (sessions completed, months paid, progress reached), the offer is the next product or a longer commitment, the channels are in-app, email and push, and the limits protect the student from being sold to constantly. It differs from a one time offer, which is shown once right after a purchase, and from an order bump, which is offered at checkout.
Kind one: entry product to subscription
A student buys a one-time program. After three completed sessions in the first week, the funnel offers the membership with the price of the program counted toward the first month: the student has shown they train, and the membership continues what they started. After the second paid month of the membership, the funnel offers the annual plan. In FitCoUp this funnel is part of every plan and runs on its own once turned on.
Kind two: next level
A student is halfway through a program. The funnel offers one free session of the next program, so the student sees what comes after the finish. At the finish, it offers the next level with a completion bonus or up to 20% off for 5 days. The timing is the point: a student who just completed something is ready for the next thing, and a student who has not will see the offer when they get there, not before.
- Halfway. one free session of the next program, in-app and by email.
- Finish. the next level with a completion bonus, or up to 20% off for 5 days.
- No finish within the expected time. the inactivity rules take over instead of the offer.
Limits that keep the funnel welcome
One active funnel per student at a time, so two offers never compete. At most two offer emails a week per student. No offers during a refund or while a payment has failed; recovery runs first. Offers stop when the student buys or declines. Service messages such as the reminder before a charge are separate and are never mixed with offers. Enterprise and Agency add two more funnels, premium and reactivation, with the same limits.
Measuring an upsell funnel
For each funnel: students who entered, offers shown, offers accepted, revenue attributed. FitCoUp shows this in the Revenue from mechanics card next to LTV per product and cohort. Since the acquisition cost of an existing student is zero, every euro from a funnel is margin, which is why the guide on selling to existing clients first starts here.