Behind The Scenes :: Getting Experimental with Pricing (+ Bumpsale)
So a few weeks ago I ran a fun-AF little bundle offer and I’ve had a few requests to write about my experience with it, and sharing behind-the-scenes stuff is something I love doing... So that's what I got for ya today!
The tool I used to run the sale is called Bumpsale. It's a pricing tool that allows the price of your product to increase every time someone buys. You can choose the start amount, and the ‘bump’ amount for it to go up each time.
I’d known about Bumpsale pretty much since Jason launched it, but because you can only use it with Stripe, and Stripe took literally forever to launch in New Zealand, I couldn’t get amongst the action until just recently.
My game plan for the sale ::
Honestly I just wanted to experiment with a new way of pricing that would be a little more fun for me, and for my internet fam, than just setting a single price or even a ‘pay what you can’ offer. Obviously the structure of Bumpsale encourages fast action, as the sooner you buy, the less you pay.
So going into the sale I didn’t really have any expectations on how many sales I wanted to make, or what kind of revenue I wanted to see.
I ended up bundling all of my current digital products into one single bundle, for a few reasons. One — I’ve never offered anything remotely close to this (a bundle of every product), and I thought it’d be fun. I also figured it’d just create more hype that way and the chance of making more revenue would be greater than if I only included a couple products. I also just wanted to say a little thanks to my Standout Squad (email fam) for sticking around and generally being awesome, so this sale was only launched to them.
So all up the bundle included ::
- Be Unmistakable — My Branding course, valued at $147 USD
- Make More Moves — My toolkit for creative entrepenuers who want to up their behind-the-scenes biz game, valued at $147 USD
- The Unmistakable Effect (all 13 digital issues) — Valued at $273 USD
- Words to the Wise — An eBook collab with Steph Jagger — Valued at $21 USD
The pricing ::
Bumpsale lets you set the start price and the bump amount, and in the end I went with a $5 start price and a $5 bump price. In the past I'd seen quite a few sales starting at $1 and increasing by $1, but there was something about the $5 that felt like the right fit for this particular offer.
The Sales Page ::
I gotta be honest, designing up Sales Pages are right at the top of my 'fave shit to design' list, probably because I'm so down with any kind of layout design — whether its for print or the web. I had a pretty good time designing the Sales Page for this bundle.
The page actually ended up being quite long, but I wanted to make sure I included information about the products for anyone who wasn't 100% sure what they were, or how it could actually help them.
A couple notes on Sales Page design ::
- Keep it as straightforward as possible. With any product I think its very important to explain what happens when someone buys, and if you're doing something whack with pricing such as this you wanna explain how it all works CLEAR AS DAY. I think I did this pretty well considering I didn't get a single email asking me how the hell it all works.
- If you're offering something for a limited time, put a countdown timer at the top of the page, and throughout the page if you can. These are pretty important when you're running a limited time offer, as its SO much easier than listing a time that it closes, especially because not everyone lives in the same time zone... So countdown timers for the win. Always. I use this one from Square Studio on my Squarespace site.
- Show visuals of what you're offering. Because all text can be boring... And literally SHOWING people what they're going to be getting can add a lot of value.
- List out basic FAQ's. Basically for every sales page I just try to think of shit that I would want to ask, if I'd never seen this offer before. Then just write them out as simply as you can. This is gonna save you time answering emails or questions, and if you can list out peoples Q's right in front of them you're making their life easier too.
Here's a look...
Editing the CSS for the Bumpsale button ::
The styling options within Bumpsale are pretty minimal and the original button is quite small, so I hired a guy from Upwork to quickly edit the button to replicate the Large button settings on my Squarespace site. I’ve added it below if you wanna rip it — go ahead. Just edit this however you want, and throw it in your Custom CSS settings in Squarespace.
background-color: rgb(204, 255, 0)!important;
color: rgb(31, 31, 31)!important;
box-shadow: 2px 3px 0px #aecc05!important;
What I think went well ::
When I said to Jason (the creator of Bumpsale) that I wanted to try one out and see how it went, he gave me this list of tips from his experiences running Bumpsales and seeing other people do ‘em ::
- Give your list a nice heads-up on when it's launching and how the Bumpsale will work
- Remind people of this ^ the day before
- Make sure to anchor the "retail price" near the bumpsale buy button so folks understand the deal they're getting
- Keep the Bumpsale window short-ish (more than 5 days and it will get super stale, the shorter the better)
- Send those follow-up emails!
I tried to nail every one of these tips as much as I could, and I think it really helped.
Here’s more specifics ::
// I sent out an email 5 days before the sale started telling people EXACTLY what was going to be included, and how the sale was going to work. I didn’t leave out any ‘secrets’ or try to tease shit — I just wanted people to know exactly what to expect, how to actually buy the bundle, and exactly what time it would launch. You can see this email over here — https://ckarchive.com/b/0vuwh9h9g5o3
// I also sent out an email the day before the launch to everyone who didn’t open the previous email, with basically the exact same content as the email above.
// Then on launch day, I sent out the launch email! I didn’t put a lot of fluff in this email, I made sure just to focus on huge-fuck-off buttons through to the website because I assumed that most people who were going to buy already knew exactly what to expect, based on my email I’d sent out 5 days prior. I'd also had a few emails and messages from people who told me how keen they were. You can see this email here —https://ckarchive.com/b/p9ueh9h2xznp
// I wanted the window to be very short, so I set it up for 48 hours. Around 99% of the sales happened within the first hour, and I only had one or two more throughout the remainder of the sale period.
// I got a few emails from people who managed to grab the bundle to tell me how fun they thought it was, which was cool! So obvi that was a win.
What went differently than I expected + what I would change next time ::
What went differently than I expected
One thing I didn’t even think about until the sale started was the pricing, and how it locks in the price as soon as you hit the buy button. Bumpsale locks in the price for 5 minutes as soon as you click the buy button, so even if multiple people hit the buy button at the same time, they’ll all get it for that same price if they buy within the 5 minute window. Obviously there’s no real way around this other than making the window shorter, which is something only Bumpsale could do.
This meant I had HEAPS of people grab the bundle for $10, since they all clicked at the same time. And then behind the scenes Bumpsale catches up with the amount of buyers, so on my end it would jump from $10 to $25 to $75 to $130. It took me a minute to actually figure out that was what was happening when I saw a bunch of emails coming in for orders of $10 and I didn’t know why, haha.
This isn’t the end of the world and there’s no real way around it anyway, but I figured it was worth mentioning if you’re planning on doing a Bumpsale of your own as something to keep in mind. So if you do use the calculator on the website just be aware that the final number might be a little off, if multiple people manage to grab it for one price.
What I would change for next time
- I'd be interested to see a heat map of the sales page, to see if people even scrolled down at all or if everyone just hit the buy button at the top of the page. I've done this a couple times in the past and its interesting AF. I believe this is something you can do with a tool like VWO.
- I'd also be keen to try out offering different bundles or products/offerings. I think a bundle offer using Bumpsale is the easiest thing to do if you've got multiple products on offer, but in the future I'm keen to experiment with other ways of using it. (For example, a beta test of a new digital product or service).
A quick side note on how to deliver your products to your customers ::
This was something I couldn't figure out at first because Bumpsale and Stripe don't directly link up to email providers or give you any way to actually DELIVER your digital products or send follow up emails with info on what you actually sold them.
So here's how I did it ::
- Use Zapier to link Stripe to your mailing list provider. (Zapier is a service that helps you link up all kinds of apps and services and automate shit in your biz + life — it's rad AF).
- So you essentially tell Stripe to add certain customers to a specific form within your mailing list provider through Zapier, and then you deliver the download or whatever info via an automatic reply email on that form.
- Personally since this was my first time ever using Stripe and I wanted it to be as easy as possible (and also since this Bumpsale was the only thing I was using Stripe for), I just set it up so that every single customer that came through Stripe was linked to my 'Bumpsale' form in ConvertKit (my mailing list provider), where they'd then get the download info.
The Final Stats ::
The launch email ::
- Sent to 1,348 people
- Open rate of 36.6%
- Click rate of 15.7% (the only links in this email were to the sales page)
Total sales :: 35
Final sale price :: $175 USD
Total revenue (after Stripe + Bumpsale fees) :: $1,615.59 NZD
So overall, would I run another Bumpsale?
I mean all up I probably spent a day (8-10 hours) working on the sales page, launch emails, and the overall planning of it, and it netted me $1,600+ that I didn’t have before, for products I’d already created… Which is pretty sweet to me!
Although, I don’t plan on building a Brand that’s known for these crazy-af flash sales and bundle offers, so this is something I’m very aware of when planning out sales. I think I would totally offer another one that included all of my digi products, but that’s something I might only offer once a year at the most. In the future I’d also be keen to experiment with doing a more public one and posting in on social media and encouraging people to share it too (even though I still believe email is the most effective way to sell shit these days, ha).
So yeah, I hope this post was helpful and interesting for ya! If you have any questions lemme know in the comments and I’ll do my best to get back to ya.