The order bump copy that lifted AOV 34%

We pulled every checkout with an order bump enabled over a six-month window — 12,043 of them — and looked at take rate against the wording of the bump headline, the discount offered, and where the bump sat on the page.

The discount mattered less than we expected. Bumps at 20% off and 40% off converted within two percentage points of each other. What moved the number was the headline: bumps that named an outcome ("Finish the edit in half the time") took 34% more often than bumps that named the product ("Add the preset pack").

Price anchoring held up. Bumps priced under roughly 30% of the main item converted at 21%; above that they fell off a cliff to 6%. Buyers appear to treat anything larger as a second purchase decision rather than an add-on.

Stacking hurt. Checkouts with a single bump averaged 19% take rate. Checkouts with three averaged 11% across all three combined — less total revenue, more decisions, more abandonment. If you only change one thing this week, delete your second and third bump.