Video Sales Letter Funnel: one page that sells, then the upsell
A video sales letter funnel (VSL funnel) sells one offer from a single page where a video does the persuading, followed by a checkout, a one-click upsell with a downsell behind it, and a thank-you page. The sales letter funnel is the same sequence with a long written page in place of the video. Both suit a mid-priced offer that needs a full argument but not a call.
In the new Funnels, the video sales funnel and sales letter funnel templates build the same four or five steps; the difference is the Video or Letter design on the sales page.
These pages describe the new Funnels, the visual canvas builder you choose with “Try the new Funnels” in your Vonza admin. Classic funnels keep working, and you can switch back at any time.
Who a video sales letter funnel is for
The VSL shape fits an offer whose case takes ten minutes to make; pick video or letter by how your audience prefers to be convinced.
Fitness, wellness and transformation programmes
A video shows the method and the person behind it; the argument is as much trust as logic. The upsell adds a meal plan or a coaching call; the downsell offers a smaller version.
Agencies, freelancers and service packages
A long sales letter suits a considered purchase: the problem in the reader’s words, the process step by step, what is included and what is not, and the price with its reasoning. A fixed-scope package sells well this way.
Digital products and software with a demo to show
When seeing the product work is the sale, a video-first page beats paragraphs. The checkout follows on the same funnel, and the upsell offers the pro version or a template pack.
The steps of a video sales letter funnel, in the order the Vonza template builds them
A sales page, the checkout, then two offers after the purchase. Everything after the checkout is one click for a buyer who paid by card.
- STEP 01Sales page step
Video-first or long-form sales page
The Sales page step in the Video design (the video at the top, the offer and the button beneath it) or the Letter design (headline, story, offer, proof, price, guarantee in one long column). Pick the item here if you want a price card at the end of the page; the checkout then sells what the visitor chose.
Design: Video or Letter.
- STEP 02Checkout step
Checkout
The one checkout step. Copy the item’s own pricing plans or set a single price, allow coupons if you use them, and add up to five order bumps for small extras a buyer can tick. Buyers pay through the providers you have connected.
Design: Product.
- STEP 03Upsell step
Upsell, one click after the purchase
The Upsell step: one bigger thing right after the purchase. A buyer who just paid by card accepts with one click, with no card details again. If they say “No thanks”, the funnel moves to the downsell instead of the thank-you page.
Design: Video first. “No thanks” goes to: Downsell.
- STEP 04Downsell step
Downsell
The Downsell step: a smaller or cheaper version of the upsell, also one click. “No thanks” here goes on to the thank-you page. A funnel that skips the downsell simply points the upsell’s “No thanks” at the thank-you page.
Design: Notice and offer card. “No thanks” goes to: Thank-you page.
- STEP 05Thank you step
Thank-you page
Confirms everything the buyer bought, including any upsell or downsell, and says where to find it. It ends the funnel.
The sales page must come before the checkout and the upsell and downsell after it; the canvas enforces the order. Set the sales page as “Visitors start on this step” and send your traffic there.
The maths of a video sales letter funnel
A VSL funnel is judged on revenue per visitor, because the upsell and downsell change what a buyer is worth without changing how many buy.
The figures are placeholders to show the arithmetic, not a forecast. Without the upsell and downsell the same fifty buyers would have been worth $10,000, or $5.00 a visitor; with them, $6.30. That difference is what lets you pay more for traffic than a plain sales page could. The sales page’s 2.5% is still the number that moves everything, which is why it is tested first.
Vonza’s Stats screen shows visitors, orders, revenue (sales minus refunds) and conversion step by step over 7, 30 or 90 days; the Sales screen marks upsell orders with an Upsell chip.
| Line | Example figure | How it is worked out |
|---|---|---|
| Visitors to the sales page | 2,000 | From ads, emails and your content |
| Orders at a $200 offer | 50 | 2.5% of visitors buy |
| Take the $150 upsell | 15 | 30% of buyers say yes |
| Take the $50 downsell | 7 | 20% of the 35 who declined the upsell |
| Revenue | $12,600 | $10,000 + $2,250 + $350 |
| Revenue per visitor | $6.30 | $12,600 ÷ 2,000 |
What to test first in a video sales letter funnel
The metric follows the step: a visit to the checkout for the sales page, an order for the checkout, upsell and downsell.
- TEST 1
Video against letter
The one test this shape invites: the Video design against the Letter design with the same offer. Run it until a few hundred visitors have seen each version, then Pick winner.
- TEST 2
The first thirty seconds, or the headline
Once the format is settled, test the opening. For a video, a version that states the result against one that opens with the problem; for a letter, two headlines. Everything below stays the same.
- TEST 3
The upsell’s price
Two prices for the same upsell, or an upsell against a bundle. The metric is the order; compare order values in the Sales screen, not just the count.
How split tests work in the new Funnels
- Show two versions of a step’s page to different visitors and keep the one that converts better.
- Each version gets a whole-number share of visitors from 1 to 99%, and each visitor keeps seeing the same version.
- The metric follows the step kind: an opt-in, an order, or a visit to the next step.
- Start, stop and resume the test from the canvas, then Pick winner: every visitor sees that version from now on and the other page is removed.
Follow-up automations that fit a video sales letter funnel
Three of the four recipes were written for this shape: declined upsells, declined downsells and abandoned checkouts.
- Trigger
An offer is declined
Recipe: Upsell declined follow-up
The recipe emails buyers who said “No thanks” to the upsell once they have used the main product for a few days. Its twin, Downsell declined follow-up, does the same for the downsell.
- Trigger
A lead leaves checkout without buying
Recipe: Abandoned checkout
For leads the funnel already knows, the recipe emails anyone who opened the checkout and left, after a wait you choose from 5 minutes to 7 days. A lead magnet funnel in front of the VSL is what makes these leads known.
- Trigger
Someone buys
Deliver the product and the onboarding emails, add the buyer to a customer list, and Notify me for high-value orders. An Only continue if step can branch the onboarding by whether the upsell was taken.
Every recipe is created switched off so you can read it first. Vonza AI can draft each email or SMS from one sentence, using AI credits; SMS depends on your plan.
Everything Vonza automations can doThe Vonza video sales and sales letter templates and their designs
The library’s 41 templates include four video sales funnels (“[Industry] video sales funnel”, such as “Fitness video sales funnel”) and four sales letter funnels (“[Industry] sales letter funnel”, such as “Agency & services sales letter funnel”). Each opens with its sales page, checkout, upsell, downsell and thank-you steps linked on the canvas, in your brand colours and fonts.
Behind Change design, the sales page offers six layouts (Classic, Cover, Letter, Video, Options and Minimal), the checkout six, and the upsell and downsell six each (Notice and offer card, Full-bleed photo, Countdown, Video first, Minimal, and Card over a photo with reviews), out of 55 across the library. Switching a template from video to letter is one Change design on the sales page.
With “Write it with AI” and the Sales goal, Vonza AI writes the pages in the tone you pick; you add the video yourself.
Included in every Vonza plan, 14-day free trial. How many funnels you can publish depends on your plan. See the plans
Templates in the library
- Fitness video sales funnel
- Agency & services sales letter funnel
Designs to try with “Change design”
- Video (sales page)
- Letter (sales page)
- Product (checkout)
- Video first (upsell)
- Notice and offer card (downsell)
- Countdown (upsell)
41 templates, 55 designs. Every page is ready to edit and comes in your brand colours and fonts.
Questions about video sales letter funnels
Get answers to common questions here
A video sales letter (VSL) funnel sells one offer from a page where a video makes the case, then a checkout, a one-click upsell with a downsell behind it, and a thank-you page. In Vonza it is the video sales funnel template, with the Video design on the sales page step.
Only the sales page. A sales letter funnel uses a long written page (the Letter design) where a VSL funnel uses a video-first page (the Video design). The checkout, upsell, downsell and thank-you steps are the same, and switching between the two is one Change design.
The Upsell step comes right after the checkout. A buyer who just paid by card adds the offer with one click, with no card details again; it works for one-time, pay-what-you-want and free plans, otherwise the pay form shows. “No thanks” leads to the downsell or the thank-you page, whichever you set.
No. Point the upsell’s “No thanks” at the thank-you page and the funnel has four steps. A downsell is worth adding when a cheaper version of the upsell exists: the example maths above shows it adding a few hundred dollars from buyers who had already said no once.
Video against letter on the sales page, then the opening, then the upsell’s price. A split test shows a second version of the page to a share of visitors (1 to 99% each) and counts visits to the checkout for the sales page or orders for the later steps; Pick winner when one is clearly ahead.
Yes. Add an Opt-in step before the sales page, or send traffic from a lead magnet funnel. Known leads are what make the abandoned checkout recipe work, since Vonza only follows up people who have opted in or bought before.
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