CRO breakdown of Dr. Tim's Lip Masters clinical e-learning upsell page. See how video-led proof, scarcity framing, and clinician-specific copy drive course upgrades.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
This is an order bump or upsell page within Dr. Tim’s clinical training funnel. The visitor has just purchased an initial product — likely a foundational practical training course — and this page appears immediately in the checkout flow offering the Lip Masters e-learning course at a 50% discount.
The page operates on a specific conversion psychology: the visitor is in their highest buying state. They’ve just made a financial commitment, their trust in Dr. Tim’s training is freshly established, and they’re evaluating whether this additional offer is worth upgrading for before the opportunity closes.
The design is deliberately minimal. This isn’t a full-length persuasion page — it’s a focused offer that assumes trust has been established and presents a single, time-limited upgrade decision.
The warning bar at the top — black background, white text, clear discount message — is the first thing the visitor sees. It communicates three things immediately: there’s a time-sensitive offer, it’s on this page only, and there’s a specific price advantage attached to acting now. Warning bars convert because they create a frame of reference: “I just bought something. There’s an upgrade offer. It disappears when I leave this page.”
The “Wait! Your Order Is Not Quite Complete” headline is a proven upsell opener. It stops the visitor from clicking away before they’ve seen the offer, framing the page as a necessary step rather than an interruption. The follow-up subheading — “Learn How To Master Lip Injections In The Comfort Of Your Own Home” — immediately communicates the offer’s content.
The clinical qualification statement — “Only Suitable For Clinicians Who Have Already Done Practical Training” — is counterintuitive at first glance. Why narrow the audience on a conversion page? Because exclusivity increases perceived value. A course that’s not for everyone is more desirable to the people it is for. Clinicians who read this feel both qualified and selected.
The Dr. Tim video with the checklist overlay — scientific theory, latest techniques, consultation skills, complication management — communicates the course content visually without requiring the visitor to read a full curriculum. The checklist format makes the content feel comprehensive and structured, which matters for a professional buyer evaluating whether an e-learning course is substantive enough to be worth their time.
The page uses a clean white and green colour scheme consistent with a clinical brand aesthetic. We avoided any visual complexity that might distract from the single conversion decision: upgrade or skip.
This is an "order customisation — Step 2 of 3" page. The step indicator at the top creates progress commitment: the visitor has completed Step 1 and is being shown Step 2 before the final confirmation. Abandoning a multi-step process feels different to abandoning a standard purchase — there's a completion drive that keeps visitors engaged with each step.
Trust is pre-established by the purchase made in Step 1. This page needs only to maintain it rather than build it. The Dr. Tim video is the primary trust vehicle — seeing the instructor presenting the material gives the clinician-buyer enough evidence of teaching quality to make the upgrade decision.
The benefit checklist on the video thumbnail — scientific theory, latest techniques, consultation skills, complication management — speaks directly to what a practising clinician would want from advanced lip injection training. Each item on the list is a real competency gap that a clinician wants to close. The checklist converts because it names real professional needs.
The qualification requirement (“Only Suitable For Clinicians Who Have Already Done Practical Training”) also serves a trust function: it tells the visitor that Dr. Tim’s approach is responsible and clinically appropriate. A clinical education provider who gates advanced content behind prerequisites is demonstrating professional standards.
"The 50% discount is the conversion lever but it only works if the visitor believes the full price is real. The warning bar stating 'It Is Full Price On The Website' tells them they can verify the claim — and the fact that the offer is only available here makes the verification comparison meaningful. This is honest urgency, which converts better than manufactured countdown timers that reset every visit."
The page is short by design. An upsell page that runs long loses the visitor to analysis paralysis. The decision is already warm — they just bought something. A long page re-opens the evaluation process and gives them time to reconsider. A short page with a clear offer and a visible CTA converts the warm buyer before they cool down.
The conversion action is a single click: “Upgrade & Get 50% Off.” The CTA doesn’t ask the visitor to fill in a form or enter payment details — those are already captured from Step 1. The upgrade is a one-click add to their existing order. Removing friction from the conversion action is the defining characteristic of effective upsell design.
The benefit bullets beneath the video — “Enhance Your Lip Techniques,” “Develop a vast knowledge on a variety of techniques” — give a visitor who wants to justify the decision one more logical layer to work with. For clinicians who weigh decisions analytically, the benefit copy serves that need.
"Clinical education upsell pages work well when the upgrade is clearly an extension of the original purchase, not a different product. If the visitor bought a practical lip injection training course, an e-learning course that teaches the theory, consultation skills, and complication management is a natural complement — it makes the practical training more effective. When the upsell obviously enhances what the buyer just chose, the decision is easy."
ClickFunnels was the natural choice for this funnel because it handles the multi-step order flow natively. The upsell page sits within the order completion sequence, and ClickFunnels manages the one-click upgrade without requiring the visitor to re-enter payment details. The platform’s upsell mechanics are purpose-built for exactly this page type.
Clinical professionals research and make purchases on mobile throughout their working day. We ensured the warning bar remained legible at mobile widths, the video player was properly sized for mobile viewing, and the upgrade CTA was immediately visible without scrolling. The page’s brevity is an asset on mobile — the entire offer is visible without extensive scrolling.
An upsell page that loads slowly is catastrophically damaging to conversion — the visitor who just completed a purchase is in a brief window of buying state that a slow page will close. We prioritised fast initial render: the warning bar and headline appear immediately, the video loads progressively, and the CTA is always visible. Sub-1-second First Contentful Paint was the target.
Three additions that would improve this page’s conversion rate:
"The checklist on the video thumbnail is one of my favourite small design decisions on this page. The visitor can see the curriculum categories without pressing play — scientific theory, latest techniques, consultation skills, complication management. Each of those items maps to a specific competency that a practising clinician wants. When the content preview does the selling before the visitor even watches the video, you've designed the page well."
This page scores 78 because the upsell mechanism is well executed — warning bar urgency, minimal friction, clear offer, video-led trust. The score is held back by the absence of a course preview clip and a clinician-specific outcome testimonial, both of which would increase upgrade rates for the analytical clinical buyer who wants slightly more evidence before the one-click commitment.
Browse our full collection of landing page examples to see how these principles apply across industries. For the theory behind sales funnel pages, read our guide to Landing Page Call to Action Tips.
Limited availability increases perceived value. Countdown timers, limited spots, and exclusive offers drive urgency.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
This principle influences visitor behaviour and supports the page's conversion goal.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
The warning bar — 'This 50% Discount Is Only Available On This Page. It Is Full Price On The Website' — is an upsell page's primary conversion mechanism. The visitor has just completed a purchase and is in an active buying state. The warning bar creates immediate urgency: this offer exists only in this window, in this moment. Post-purchase upsell pages using this framing consistently convert at rates significantly higher than standard product pages because the psychological barrier to a second purchase is much lower than the first.
The course is specifically designed for clinicians who have already completed practical lip injection training. The parenthetical in the subheading — 'Only Suitable For Clinicians Who Have Already Done Practical Training' — is both a qualification statement and a credibility signal. By defining the audience narrowly, Dr. Tim signals that this is advanced, professional content — not a beginner course — which increases perceived value for the target buyer.
For an online clinical education course, the instructor's credibility is the primary purchase driver. A course buyer needs to believe that the person teaching them is genuinely expert — not just certified, but deeply knowledgeable and effective at teaching. A video of Dr. Tim explaining his approach does something no amount of credentials can: it lets the visitor assess his teaching style, clarity, and expertise directly. Medical professionals are particularly calibrated to evaluate competence through communication.
A upsell page benefits from a psychological state standard pages don't have: the visitor has already made a purchase decision. Their resistance to spending is lower, their trust in the vendor is established, and their attention is briefly undivided. The page doesn't need to build trust from scratch — it needs to present an additional offer that is clearly related to the purchase just made and priced to feel like an obvious incremental step rather than a separate commitment.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Upsell pages are one of the most misunderstood pages in a funnel. Most clients think they need to rebuild the full value argument for the upgrade — a long page with testimonials, features, and FAQs. They don't. The visitor already trusts the brand. What they need is a clear statement of the upgrade offer, the specific benefit it adds to what they just bought, and a reason why now is the right time. This page understands that."