6 - Designing Your Offer for high AOV and high CTR

Q4 2026 WORKSHOP - DAY 1

6 - Designing Your Offer for high AOV and high CTR

1. Offer Options and Examples
2. Boosting the offer with urgency
3. Offers that increase the AOV (backend)
4. Offers that increase the CTR (Meta Ads)

Offer Examples

• The sitewide discount
  “30% off sitewide” or “All products at -30%”
  
• The dynamic discount
  “Up to 30% off” or “up to 50% OFF”
  High perceived discount, based on net margin

Low selling products at -50%, best sellers at -10-20%

• Tiered discount based on spending

On ads: Up to 50% off

Website: -20% if <$40, -35% if <$80, -50% if <$150

• Tiered discount based on units

On ads: Up to 50% off

Website: -20% if 1, -35% if 3, -50% if 5+

• BOGO

Buy One Get One FREE

• 3x2

FREE Product When You Buy 2 Units

• Discount + Gift With Purchase

“Up to 40% off + Free Gift”

Putting your offer on steroids with urgency

This huge discount is not lasting forever, so we need to leverage urgency.

“Early Black Friday Sale ends in 03d:10h:40m”

• 30% OFF + FREE Gift for the First 1,000 Orders
• BLACK FRIDAY: Up to 50% OFF. Best sellers selling fast.
• BLACK FRIDAY: Buy 1, Get 1 FREE. 72 hours only.
• More aggressive:
  LAST HOURS: 30% OFF EVERYTHING. Ends at midnight.
  FINAL HOURS: Up to 50% OFF. Prices go back up tonight.
  LAST CHANCE: Buy 1, Get 1 FREE. Ends in a few hours.

How to communicate urgency on Shopify

1. Announcement Bar

BLACK FRIDAY: 30% OFF — Ends Tonight
FINAL HOURS: Prices Go Back Up at Midnight

30% OFF + FREE Gift — While Supplies Last

Black Friday Ends in 06:42:18

Our Biggest Sale of the Year Ends Tonight

2. Around the add to Cart Button (Increase ATC rate)
   🔥 Selling Fast — Only 12 Left
   Bought 52 Times Today. Last Units

#1 Bestseller This Black Friday

Free Gift Added With Your Order Today

3. Cart Section
   Your order is reserved for 09m:52s

You're $18 Away From FREE Shipping

Add $27 More → Unlock Your FREE Gift

Your Items Are Selling Fast — Complete Your Order

4. Checkout Customization
   A bit more technical but can be worth it for reassurance:
   
   
   
   
   

Offers that increase the AOV (backend)

• Tiered Discount
  Spend $100 → 20% OFF
  $200 → 30% OFF
  $300 → 40% OFF

• Buy More, Save More / 3x2
  Buy 2 → 20% OFF
  Buy 3 → 30% OFF
  Buy 4+ → 40% OFF
  or Buy 2, Get 1 FREE

• Bundles
  Black Friday Special Bundle
  BFCM Routine
  (Your typical bundle with more discount)

Very important as well:

Post-Purchase Upsell 
→ “Add this for 40% OFF — no need to re-enter payment details.”

Checkout / Cart Upsell 

→ “Complete the set — add the matching product for only $29.”

Thank You Page Offer 

→ “One-time Black Friday offer: Add another item for 50% OFF — available for the next 10 minutes.”

You are about to enjoy it, enjoy it with someone else, GIFT

Shopify apps for upsells and post purchase offers:

• https://apps.shopify.com/zipify-oneclickupsell
• https://apps.shopify.com/rebuy
• https://apps.shopify.com/upsell-cross-sell-kit-1
• https://apps.shopify.com/aftersell
• https://apps.shopify.com/reconvert-upsell-cross-sell

Offers that increase the CTR (Meta Ads)

As this is for ads only, we have limited space to communicate a complex offer.

Key Elements:

• High perceived discount
• Using the word FREE
• Showing products (=Simple ads, very direct)

What if you’re only doing a small discount?

• 10% sitewide is not attractive
• Put 1 product at 30% and use “Up to 30% OFF”
• Or use the 10% in combination with:
  Gift with purchase,
  Free guide (tutorial, …) with purchase,
  Or any type of urgency:
  Sold out in 2h last Black Friday
  Last Units
  Last Hours
  (...)