The Upsell Mistake Killing Sales

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📦 The Upsell Mistake Killing Sales: Why your “related” products aren’t converting, and how to fix them

Most upsells feel like a shelf suggestion: “You liked this, maybe try that too.” But in a high-intent moment, “maybe” doesn’t convert. “Obviously” does.

If your upsell doesn’t complete the decision your customer just made, you’re not raising AOV, you’re raising bounce rate.

Related ≠ Needed

Related = similar. Complementary = makes the first product better.

Redundant Upsell: Bought a face cleanser. Upsell = another cleanser in a different scent.

Complementary Upsell: Bought a face cleanser. Upsell = moisturizer that seals in hydration. Related items introduce doubt. Complementary ones remove it.

The “Complete the Set” Framework

Your upsell should pass 3 tests:

1. Functional: Does it enhance or finish the main item?
2. Expected: Would most customers assume they need both?
3. Effortless: Is it under 50% of the main product’s price?Pass all three, and it feels like a “Why not?” purchase.

A DTC Beauty brand replaced a $30 product upsell with a $12 applicator tool tied to the buyer’s item.

Same traffic. Same offer logic.

The attach rate jumped from 8% → 27% in two weeks.

How to Design SKUs for High Attach Rate

Don’t just sell products, engineer attach logic.

Here’s how elite brands do it:

• Accessory First: Build low-AOV SKUs (tools, minis, refills) around high-volume products
• Routine Mapping: Create product flows (Step 1, Step 2, Step 3) so the next purchase is automatic
• Price Anchoring: Upsells should be 15–50% of cart value, not competing SKUs

If you can’t think of a natural complement, you’ve designed a product, not a system.

Swap This Copy

Ditch: “You may also like…”

Try:

• “Complete your routine with…”
• “Customers who bought X always add Y”
• “Step 2 of your [product] ritual”

Upsell copy isn’t discovery,  it’s permission to finish the purchase.

Bottom Line: Redundant upsells compete for attention. Complementary ones reinforce the decision. When the logic makes sense before the price is considered, your AOV rises without friction. Complement. Complete. Convert.

Together with Guidde

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🔍 Google Ads Tightens the Reins on Automation and Trust

Google is pushing forward on both transparency and advertiser accountability with two key updates: a clearer view into AI-powered search matches and a stricter verification policy for message assets. These changes mark an ongoing shift toward measurable automation and reduced abuse in ad communications.

The Breakdown:

1. AI Max Gets Its Own Match Type in Reports - Google Ads now labels AI Max separately in the search terms report, letting advertisers isolate its impact. Marketers can track metrics like ROAS and CPA for queries surfaced through automation logic, creative signals, and landing pages.

2. Granular Data Unlocks Better Budget Decisions – Advertisers can now compare AI Max performance directly with traditional match types like phrase or exact match by segmenting reports under the "Search terms match type."

3. Phone Verification Required for Message Assets - Starting August 1, all message assets must use verified phone numbers or they’ll be disapproved, bringing message assets in line with other formats like call-only and location assets. 

Google is slowly dismantling the “black box” of automation by making AI behavior and contact methods more accountable. Marketers now get clearer insights into what’s working and are held to a higher bar on transparency.

🚀Quick Hits

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🎯 Microsoft Advertising is retiring Target CPA and ROAS strategies on August 4, replacing them with Maximize Conversions and Maximize Conversion Value.

📺 Amazon will reportedly shut down its Freevee streaming service in August 2025, consolidating all Freevee content, including TV, movies, and Live TV, into Prime Video

📊 YouTube is replacing the “returning viewers” metric with new audience segments, new, casual, and regular viewers, across Shorts, livestreams, and videos to strengthen engagement.

📹 Substack now offers livestream promo assets, guest invites via email or SMS, audio-only mode, and auto-generated highlight clips shared on Notes and YouTube Shorts, with real-time stats available on iOS.

That’s a wrap for today! Tell us your thoughts about today's content as we line up more Shorts! And don’t hesitate to share this with someone who’d adore it. 🥰