Use the power of free and an order bump to triple throughput

An online stationery brand sold a $39 calligraphy starter kit and kept hitting the same wall: expensive clicks, thin margins. The founder tested a different entry, a slim physical workbook mailed for the cost of shipping. The product was real, pages that smudged your fingers with a light ink finish, and a sturdy envelope that looked nice on the doormat. On the order form, a tiny checkbox offered ten guided practice videos for $29. Half of the buyers checked it without blinking.

Customer math changed overnight. Instead of waiting for a stranger to leap to $39, more people tried the craft with a small, honest commitment. The video bump made the first strokes less frustrating, and refunds stayed low because expectations were set. A short thank‑you video introduced a single, relevant upgrade: a premium nib and paper set that made the practice smoother. No pressure, no scare tactics, just the next sensible step.

“Free” works because it lowers perceived risk and triggers a strong approach response. Behavioral economists have shown how zero price points change choices out of proportion to the actual savings. The order bump helps because it’s close in context and timing, and it answers the question every new buyer asks: “How do I get started faster?” The stationery brand didn’t trick anyone; they simply arranged the path like a well‑lit studio, tools laid out in the order you’ll need them. I might be wrong, but most funnel problems are really sequencing problems.

When they checked the numbers at month’s end, the brand had three times more first‑time customers and higher average order value. The founder noticed something softer, too. Emails from beginners said, “I finally wrote a card I’m proud of.” That’s the real reason the model works: each step earns trust by delivering a felt improvement.

Pick a bite‑size piece of your larger offer that can stand alone, then price shipping fairly and say so. Place a single checkbox on the order form for a small, time‑saving add‑on, and keep your thank‑you video short with one next step that logically helps them practice or move faster. Put it live for two weeks and watch throughput and satisfaction, not just revenue. Try your first test this Friday.