BUNDLES

There are so many ways to bundle. The better we bundle the more money we make. Bigger carts, higher AOV, you get it. 

ALSO, YOU CAN CALL IT A KIT OR A BUNDLE OR A SET. I like all 3 names. You do need to commit to 1 on your site though – stay consistent here.

Walking you through a few of my favorite types of onsite bundles. Some of these I helped to build!

WHAT’S KEY HERE IS THAT YOU REALIZE AND REMEMBER THAT MORE THAN 1 TYPE OF BUNDLE CAN MAKE SENSE ON YOUR SITE. I’ll show you, let’s begin… 

🌌: NIKE: Build something like this when you have 1 product that comes in the same configuration (set of 3), but where there aren’t unlimited mixes available. This is a pre-set bundle, merchandised as variants of 1 product so they can all play nicely and share 1 PDP. All the customer has to do is choose the variant, the size, and gone! 

THIS IS A PHYSICAL BUNDLE. NOT A DIGITAL BUNDLE. The products are kitted at the warehouse like this already. Hence the pre-set color mixes. 

🏰: GLOSSIER: Build something like this when you have 2 products that you want to sell as a set but that you aren’t allowing any choice against. I like this particular example because both products have room for details on a per product basis. IF YOU LOOK AT THE NIKE EXAMPLE ABOVE, WE DON’T NEED TO DESCRIBE THE 3 PRODUCTS INDIVIDUALLY. BECAUSE IT’S THE SAME SOCK X 3 (JUST DIFFERENT COLORS).

But in this case, we’re making 2 totally different products, deciding we want to sell them as a duo, and merchandising them as such. We need room to describe why each works, but more importantly, how they work together and in what order. This layout allows for that detail. 

🌷: SIMON PEARCE: Build something (but more importantly, name something) like this when you want to bundle without making a big deal out of it. This is a Set Of 2. There’s no bundle discount or incentive shown, it’s merchandised and described as if this is the obvious configuration to buy. That’s great and yes, this is available on a single glass basis but if you landed here you wouldn’t even think about buying 1, right? Right! 

📱: SKIMS: Build something like this if you want to allow customers to mix and match products from the same category, but many different PDPs. The discount happens in the cart. 

Also, notice where SKIMS is bolding in these directions. 

BUY MORE & SAVE (Bolding the offer) 

Put it in the bag. (Bolding the CTA)

Also, they push you to become a member (AKA TO DOWNLOAD THEIR FREE APP) because they tie returns to membership. That’s the 2nd CTA here, but instead of bolding, it’s underlined. 

🌹: JONES ROAD BEAUTY: Build something like this if you want a bundle that allows for choice on some SKUs (the shades) and no choice on others (the mascara). The key here is the bundle is set – the inputs aren’t to expand the quantity of what’s bundled for example. And, this leaves a ton of room for swatches (so a great layout if you have dozens of options). 

💧: TASTE SALUD: Build something like this if all choices of the bundle are available, you want to show progress as the bundle is built, and if you want to show the discount unlocking once they’ve hit the quantity required for the bundle. 

THIS IS A DIGITAL BUNDLE. NOT A PHYSICAL BUNDLE. The products are NOT kitted at the warehouse like this already. This adds to cart as individual line items and is picked 1 by 1. 

🍯: SUPERGOOP: Build something like this if the bundle you’re selling comes in a special box or self-contained physical container. Showing the product in this packaging feels premium – and giftable.

THIS IS A PHYSICAL BUNDLE. NOT A DIGITAL BUNDLE. The products are kitted at the warehouse like this already. Hence the pre-set color mixes. 

P.S. I do wish Supergoop hid the reviews widget here. 0 reviews and 0 stars isn’t convincing. I always hide the reviews widget until I have at least double-digits in reviews collected. Nobody wants to be 1st to buy. 🧛🏻‍♀️