Two-Sided Bundle Value Test
Raise order value by balancing customer value with incremental cart economics
- Difficulty
- Easy
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 93%
Tran's bundle logic treats value as a two-sided balance. For the customer, the combination should offer products they want at a compelling value. For the business, a larger cart can make an expensive acquisition session more productive by increasing average order value. The method is to test multiple combinations and prices while monitoring CAC, conversion, and AOV together rather than maximizing any one metric in isolation. Relevant cart, post-purchase, or follow-up offers can add incremental value after the initial choice. Consumables may be especially useful when a kit lets customers try a replenishable product they may later buy online, on Amazon, or in retail. The winning structure is the one customers value enough to choose while preserving attractive acquisition economics.
Origin
Manscaped launched its first trimmer as part of a broader grooming kit rather than as standalone hardware. Tran later described bundling as a process of testing combinations around customer value, CAC, conversion, and AOV.
Core principles
- 01A bundle should improve value for the customer
- 02Acquiring the shopping session is costly, so cart economics matter
- 03The right bundle depends on what customers actually want
- 04Incremental AOV should not come at the expense of conversion
- 05Consumables can introduce replenishment behavior
How to run it
- 1
Map complementary jobs
Identify products that naturally help the customer complete the same task. Exclude additions that exist only to inflate the cart.
Pro tip Start with observed purchase combinations or direct customer feedback.
Watch out Unrelated items can make a bundle feel like unwanted inventory.
- 2
Define both sides of value
State the concrete benefit the customer receives and the incremental economics the business needs. Set a hypothesis for conversion, CAC, and AOV.
Watch out A higher AOV is not a win if conversion falls enough to damage total economics.
- 3
Build multiple variants
Test different product combinations, prices, and value presentations. Let customer response reveal which items and savings matter.
Pro tip Change one major variable at a time when practical.
Watch out One untested bundle cannot reveal customer preference.
- 4
Add a relevant second chance
Present a cart, one-click post-purchase, or follow-up offer that complements the order. Keep the addition simple and tied to the original need.
Pro tip Use existing commerce tooling to launch the test quickly.
Watch out Do not overwhelm the customer with repeated irrelevant offers.
- 5
Select the balanced winner
Compare conversion, CAC, AOV, and customer take rate across variants. Choose the bundle that improves overall economics while retaining clear customer value.
Pro tip Review repeat purchases when a bundle introduces consumables.
Watch out Do not optimize only for first-order revenue if the offer harms trust or retention.
In the wild
Tran described kits that can combine a trimmer with products such as body wash, shaving cream, or beard oil. The kit gives customers a way to try complementary consumables, while the company gains a higher-value initial order and the possibility of later replenishment through several channels.
→ A task-focused kit links first-order economics with future consumable purchases.
A skincare brand tests a cleanser alone against a cleanser-and-moisturizer starter set, then offers a travel-size sunscreen after purchase. It compares total conversion, CAC, AOV, and offer take rate rather than declaring the largest cart the winner.
→ The brand keeps the combination that improves total acquisition economics while remaining relevant to the customer's routine.
Common mistakes
Bundling for the seller only
Adding products solely to raise AOV ignores why the customer would want the combination. Start with the customer's use case and perceived value.
Optimizing one metric
AOV, conversion, and CAC interact. Evaluate the combined economics instead of celebrating an isolated increase.
Skipping the follow-up offer
A relevant cart or post-purchase offer can capture incremental value from an already-acquired session. Test it rather than assuming the first checkout choice is final.
Is it for you?
Best for
It is best for brands with complementary products, kits, or replenishable consumables.
Not ideal for
It is not ideal when the added products have no clear relevance to the customer's intended purchase.
From the transcript
“The reason that you bundle is so your customers gets a better value.”
“Test many different bundles, but really understand what those customers want and the value that they associate to that bundle.”
“It comes back to once again value for your customers.”
From the episode
667: He Built a $300M Men's Grooming Brand in JUST Three Years