Rebuilt and A/B-tested post-purchase upsells: +100% revenue
Commentary byLiftArchiveOur analysis, not theirsMoonbrew rebuilt its post-purchase upsells and downsells in a new app with A/B testing, and post-purchase revenue doubled.
The Moonbrew team made the switch, which was published as an AfterSell case study.
This is a before/after comparison after a tool change, and the offers themselves weren't described.
- Post-purchase revenue: up 100% after the switch.
- Conversion: 9.28% across upsells and downsells combined.
- Average upsell value: $31.
- No baseline conversion, sample size or time frame was shared, so the gain can't be split between new offers and the tool.
Control
Moonbrew ran post-purchase upsells in a previous app (Reconvert) that lacked the customization and A/B testing it wanted.
Variant
Upsells and downsells were rebuilt in AfterSell and A/B tested. The source doesn't say which offers or products were used.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Being able to A/B test offers lets a team replace weak ones with better performers.
- Downsells give buyers who decline the first offer a cheaper second option.
- More customization likely let the offers match the brand and product better.
- Part of the gain may simply come from rebuilding funnels from scratch with fresh attention.
Caveats: This is a before/after result after an app switch, with no details on offers, sample or time frame. It is vendor-published, and the same rollout also changed the cart.
Who ran it
Moonbrew ran this test for Moonbrew and published the results (AfterSell case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Moonbrew →
How to run this test on your store
- Hypothesis
- If we A/B test post-purchase upsells and add a downsell for buyers who decline, then post-purchase revenue will rise because weak offers get replaced and decliners get a second option.
- Primary metric
- Post-purchase revenue per order
- Guardrails
- Upsell refund rate
- Downsell share of accepted offers (to spot cannibalization)
- Support contacts about extra charges
- Who should test it
- Stores already running post-purchase offers without testing them. If you have no upsells yet, start with a single offer before testing variations.
Questions
What is a post-purchase downsell?
It is a cheaper offer shown when a buyer declines the first upsell. Moonbrew used upsells and downsells together.
Does switching upsell apps improve results?
It can if the new tool lets you test and customize more.
Moonbrew's doubling came with rebuilt offers too, so the app alone doesn't explain it.
What is a typical post-purchase upsell conversion rate?
Moonbrew reported 9.28% across upsells and downsells. Rates vary widely by product and offer.
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