Funnels are the most convex thing.

Money is not in the product but the funnel.

Churn and click-offs shall always exist.

Thus, it is your duty to make the most out of every visitor that you get.

Thus, to under-ask is to leave money on the table which customer wants to spend.

If the guy wanted to spend $100 and your asks are just about $30, then you are leaving $70 on the table.

Every once in a while, a man with deep enough pockets will come, and your funnel better be deep enough to have enough asks that you can get the money.

Many people will come on your funnel. Most will leave.

Few will spend money but the outliers will make it rain.

You better have plans to accommodate the outliers.

An outlier will do sales worth a few days in a single session. and you have to understand the gravity of losing it.

And to better accomplish it, structure your funnel in such a way that only outliers can see such things so that other people do not think you are just trying to milk them out.

Most will not buy your product when they visit your store or website, but a good chance that the outlier will buy it.

So put in a lot of up-sales post checkout.

Just because a sale is done doesn’t mean the funnel has to end.

You can extend it with up-sales and offers.

You can up-sale your up-sales too till your outliers are satisfied.

Experiment with this and your average order value will make you cry happy tears.