# Upsell Sequence

## Offer Ladder
1. Upsell #1: complementary bundle offer (`upsell-bundle.html`)
2. Upsell #2: continuity membership/sprint offer (`upsell-membership.html`)

## Trigger Logic by Primary Purchase
- If primary family is `templates`:
  - Trigger upsell #1: `upsell-launch-pack` ($59, anchor $89)
  - Then upsell #2: `upsell-institute-pass` ($39, anchor $79)
- If primary family is `packs`:
  - Skip to upsell #2: `upsell-institute-pass`
- If primary family is `guides`:
  - Trigger upsell #1: `upsell-guide-bundle` ($44, anchor $79)
  - Then upsell #2

## Decision Branches
- Accept upsell #1:
  - Add offer to order
  - Track `upsell_accepted`
  - Route to upsell #2
- Decline upsell #1:
  - Track `upsell_declined`
  - Route to upsell #2
- Accept upsell #2:
  - Add continuity offer to order
  - Track `upsell_accepted`
  - Route to download delivery
- Decline upsell #2:
  - Track `upsell_declined`
  - Route to download delivery

## Copy Skeleton
- Headline: outcome + timeframe
- Subhead: relevance to purchased item
- Price block: anchor strike-through + offer price
- Value bullets: 3 concrete benefits
- CTA pair:
  - Primary: accept one-click upgrade
  - Secondary: decline and continue