Ecommerce OS · Info Products9 min readUpdated November 2, 2026

How to Increase AOV for an Info Product Business

Raise order value on courses, coaching and memberships: order bumps, one-click upsells, tiers, payment plans and memberships, with sourced numbers.

Nick Bonnassies, CMO at Tagada · checked against 15 sources

Article summary

TL;DR

To raise order value on a course or coaching offer, add an order bump at checkout, one upsell and one downsell after payment, and a higher tier with live support. Then add a payment plan on high prices and a membership after the course. Measure revenue collected per buyer, not only per order, because plans and memberships pay over time.

Stan reports $96 per course sale and $51 per digital download in 2025 (80,000+ creators).
SamCart reports order bump take rates of 30 to 40% across "$7B+ in processed transactions" (its own data, 2026).
Teachable schools with an order bump saw about 8% higher AOV (nearly 600 schools, 2021).
Under Visa rules, a merchant payment plan carries no interest, and a late fee must be flat (October 2026 edition).
Stripe bans businesses that "use high-pressure upselling" (read November 2, 2026).

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This guide is part of our playbook on the best ecommerce platform for info product businesses. For the order bump in general, any industry, see our order bump guide.

Where your AOV stands

Your order value starts with your price. Two public datasets give a reference point.

Stan: $67 per sale on average in 2025, $96 for courses, $61 for memberships and $51 for digital downloads1.
Ruzuku: a $150 median one-time course price, with the middle half between $49 and $357 (August 2026)2.

$67

Average sale, all creator products, Stan, 2025

$96

Average sale for courses, Stan, 2025

$51

Average sale for digital downloads, Stan, 2025

$150

Median one-time course price, Ruzuku, August 2026

If your course sells at $97 and buyers add nothing, your AOV is $97. Every lever below adds to that number without new traffic. More references are in info product business benchmarks.

The levers, by offer type

Not every lever fits every product. Pick the two that match what you sell.

Lever	Ebook or template	Self-paced course	Coaching or program	Membership	Where it sits
Order bump	YesSecond template pack	YesWorkbook, swipe files	YesRecordings, a toolkit	Rarely	Checkout, before payment
One-click upsell	YesThe full course	YesGroup calls, advanced course	Yes1:1 sessions	Yearly plan	After payment
Downsell	Rarely	YesA smaller module	YesSelf-paced version	Monthly instead of yearly	After a declined upsell
Tiers	No	YesCourse, course + community, course + coaching	Yes	YesMonthly, yearly	Sales page
Payment plan	No	On higher prices	Yes	No	Checkout
Membership after the course	Rarely	YesCommunity, new lessons	YesAlumni group	n/a	After access, by email

Fig. 1Where each lever sits in a course purchase

Sales pageTiers: course, community, coaching
CheckoutOrder bump; payment plan on higher prices
After paymentOne-click upsell
Upsell declinedDownsell
After accessMembership, by email

Bump before payment, upsell after, membership once the course is running.

From the "Where it sits" column of the table above.

Order bump: price and offer

An order bump is a checkbox on the checkout that adds a small item before payment. It works when it completes the course.

Make it the obvious add-on
Templates, a workbook, recordings, a checklist pack. Something the buyer will use in week one.
Price it low against the course
Ruzuku suggests 10 to 30% of the course price, and says it is "a rule of thumb, not a measured benchmark"5.
Leave it unchecked
The buyer opts in. A pre-checked bump looks like a hidden charge and invites disputes.
Expect a range, not a promise
SamCart reports 30 to 40% take rates on its platform3; Teachable found about 8% higher AOV in schools with a bump4. Both are vendor figures.

Setup details: order bumps for info product businesses.

One-click upsell and downsell

After payment, offer the next step, charged to the same card in one click. Buyers have just said yes, and they do not retype a card.

Upsell the next level: group coaching, a 1:1 session, an advanced course, a yearly membership.
Downsell on a no: a lighter version, fewer sessions, a single module.
Stop at one of each. Each extra step delays access to what they bought.

We found no published upsell take rate for courses. In ecommerce, ReConvert reports 4.7% average acceptance for post-purchase upsells (2023) and Zipify 16.2% among merchants who optimize them (July 2026)6 7. See one-click upsells for info product businesses.

Fig. 2Post-purchase upsell acceptance, ecommerce

ReConvert, average4.7%
Zipify, merchants who optimize16.2%

Source: ReConvert, 2023; Zipify, July 2026

No published rate exists for courses: track your own.

ReConvert, 2023; Zipify, July 16, 2026. Ecommerce data, not course data.

Order bump or upsell?

Both raise AOV. They do not do the same job.

	Order bump	One-click upsell
When	On the checkout, before payment	After payment, on its own page
Price	Small against the main offer	Can be larger than the main offer
Effect on checkout	One more choice on the page	None: the sale is already done
Best for	Templates, workbooks, recordings	Coaching, advanced course, yearly plan
Decision	Instant	Considered, with a short page or video

Tiers and bundles

A sales page with two or three tiers lets buyers choose how much help they want. It often lifts AOV more than any checkout add-on.

Tier	What it includes	Who it is for
Course	The lessons and templates	Self-starters
Course + community	Lessons, plus a group and monthly Q&A calls	Buyers who want feedback
Course + coaching	All of the above, plus 1:1 sessions	Buyers who want accountability

Example (illustrative): a course at $297, a community tier at $497 and a coaching tier at $1,497. If 70% of buyers take the base tier, 25% the middle one and 5% the top one, the average sale is about $407, against $297 with a single price.

Fig. 3One price or three tiers

Single price

Sales pageCourse, $297
buysBuyerCourse only

$297 average sale

Three tiers

Sales page$297, $497 and $1,497 tiers
chooseBuyers70% base, 25% middle, 5% topApproved

About $407 average sale

Same course, a higher average sale.

Illustrative example.

Course bundles (two or three courses at a lower total) work the same way for creators with a catalog. See bundles for info product businesses.

Payment plans: higher total, lower first order

A payment plan lowers the first charge and opens your top tier to more buyers. Many creators set the plan total a little above the one-time price.

Keep it interest-free. Visa: "the Merchant does not charge any interest, or imputed interest"; a late fee "must be a flat fee"8.
Show the plan terms on their own. Total, number of payments, dates, refund policy, agreed before the card is stored8.
Stay at four payments or fewer, or ask a lawyer. A plan "payable by written agreement in more than four installments", offered more than 25 times a year, can make you a creditor under Regulation Z9.
Measure what you collect. Track installments collected against installments due, not only plan sales.

Higher total, lower first charge, within Visa's and Regulation Z's limits.

Plans are covered in payment plans for info products.

Memberships after the course

A course ends; a community or a library of new lessons can go on. Offered after the course, a membership adds revenue every month.

Get express consent. ROSCA requires clear terms before billing, express consent and a simple way to stop10.
Offer a yearly plan. Recurly's data shows lower churn at higher monthly revenue per customer: 2.87% at $100 to $250 against 4.29% at $10 to $25 (July 2026 data)11.
Never hide it in a bump. A recurring charge must be chosen as one.

See memberships for info product businesses.

What not to do

These tactics raise AOV for a week and cost you refunds, disputes or your processor.

High-pressure upsells: fake countdowns, "this page will never be shown again" when it will. Stripe bans "high-pressure upselling"12.
Upsells sold on income: "the advanced program pays for itself in a month". Visa's "Misrepresentation" dispute covers merchants that suggest "an income will be generated" or recommend buying "additional items … to generate more income"8.
Pre-checked bumps and hidden memberships.
Five upsells in a row before the buyer can access the course.

In what order to set it up

Order bump on your best-selling offer.
One upsell and one downsell after payment.
Tiers on the sales page.
Payment plan on the top tier.
Membership offered after the course, by email.

Test one change at a time, for at least two full weeks. See A/B testing for info product businesses.

How Tagada helps

Bumps, upsells and memberships in one course checkout

Order bumps before payment, shown for any cart or a given product, with rules such as CartContainsProduct or CartTotalAbove13.
One-click upsells: "Charged on the card just used, with no form." Upsell on accept, downsell on decline14.
Memberships and subscriptions: "Checkout, one-click upsells, subscriptions and membership on the same funnel."
A/B tests on the checkout, plus Apple Pay and Google Pay.

"If you sell something real, we will get you paid." TagadaPay lists info products, coaching and online courses among its industries, with "enhanced review for regulated verticals". "Most merchants are live under 24 hours."

Pricing starts "From 2.9% + $0.29", with "No setup fees, no monthly minimums"15. Already on ClickFunnels, Shopify or WooCommerce? You can drop TagadaPay in. Plans are on the pricing page.

Tagada follows Visa and Mastercard rules and the laws that apply to payments.

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Bumps, upsells and memberships in one course checkout

Updated on November 2, 2026

Nick Bonnassies

CMO at Tagada

CMO at Tagada. Before Tagada, Nick built direct-to-consumer brands that generated over $115M in sales, raised over $25M in crowdfunding and sold two of them. He also works as a fractional CMO on marketing operations and AI systems.

Frequently asked questions

What is a good order bump take rate for a course?

SamCart reports 30 to 40% on average across its platform, from its own unaudited data. Teachable found about 8% higher AOV in schools with a bump (2021). Your take rate depends on how closely the bump completes the course. Track it per offer and test the bump, not just the price.

How much should I charge for an order bump?

Low against the main offer. Ruzuku suggests 10 to 30% of the course price, as a rule of thumb rather than a measured benchmark. A $27 workbook on a $197 course fits. A bump priced near the course becomes a second decision and slows the checkout.

Do payment plans increase AOV?

They raise what a buyer commits to, often with a plan total above the one-time price, but the first order is smaller. Track revenue collected per buyer. Under Visa rules the plan carries no interest and needs a separate agreement before the card is stored.

Should I add an order bump or an upsell first?

Start with the bump: it sits on the checkout you already have and takes one product. Add one upsell and one downsell next. The upsell suits larger offers, such as coaching or a yearly membership, because the buyer has already paid.

Should I bundle my courses?

If you have two or more courses that follow each other, yes. A bundle at a lower total than the separate prices raises order value and helps buyers pick. Show the separate prices honestly, and keep access rules clear for each course in the bundle.

Sources

Checked November 2, 2026

Tagada

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