Ecommerce Bundles

The store was a client of the Facebook-ads agency where I worked as senior media buyer and analyst in 2020. Its customers bought one product and left, at an average order of about $60 to $65.

A $60 order leaves very little room to pay for the ad that brought the customer in. The store's ads and product page both showed a single item, so a single item is what people bought.

The fix was cheap. We updated the ad creative and the product page so that almost every photo, the thumbnail included, showed two items, and we added a small section to the product page that presented the bundle. The single product stayed on sale for anyone who only wanted one. On a second account, a brand that sold its product in several sizes, the ads focused on the larger size.

• Facebook Ads
• Product page and thumbnail photography
• Bundle section on the product page
• Average-order reporting

The store's average order went from about $60 to $65 to about $85 to $90, because more people bought the bundle. Ads built around the larger size took the second account's average order from $60 to closer to $90.

Each customer the ads paid for spent about $25 more per order, from the same traffic, the same audience and the same products.

People buy what the page shows them. Show one item and you sell one item. Show two, and a good share of buyers take two.