Value Stack Builder Template

Build Your Bundle Value Stack in 60 Minutes

By Ruslan Galba | Tegra

This template walks you through building a complete bundle value stack for your e-commerce store. By the end, you'll have validated bundles, tier pricing, and value stack copy ready for your offer page.

We've used this exact process across 20+ e-commerce brands. Average result: 28-47% AOV increase from the same products and traffic.

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Part 1: Hero Product Selection

Your hero product anchors the bundle. Not every product qualifies. Score your top candidates.

Candidate Scoring

Pick your top 5 products by revenue. Score each on three criteria (1-5 scale):

Scoring guide:

Awareness: How well-known is this product?

• 5 = Best seller, most-reviewed, most-advertised
• 3 = Moderate awareness, some reviews
• 1 = Low awareness, new product

Lead-In Quality: Is this a natural starting point for a workflow or routine?

• 5 = The obvious first step (cleanser starts the routine, base layer starts the outfit)
• 3 = Could be first or could be standalone
• 1 = Typically bought after other products

Margin Flexibility: Does the individual price allow room for bundle discounting?

• 5 = 70%+ gross margin (plenty of room)
• 3 = 50-70% margin (workable)
• 1 = Below 50% margin (pricing will be tight)

Threshold: Products scoring 12+ are hero candidates.

Your hero product: _______________ Score: _____/15

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Part 2: Complementary Product Mapping

For your hero product, identify which products customers already buy alongside it.

Co-Purchase Data

Pull order data for the last 6-12 months. For your hero product, find the top products purchased within 60 days.

Thresholds:

• Above 40% = Obvious pair. Consider making the bundle the default.
• 25-40% = Strong pairing. Bundle with confidence.
• 10-25% = Moderate. Viable with strong copy connecting the use case.
• Below 10% = Weak. Skip unless you have a compelling narrative.

Bundle Type Classification

Which type fits your hero product?

• Completion - Products that complete the solution (bivvy + blanket + fire starter)
• Enhancement - Products that make the hero work better (serum + moisturizer + SPF)
• Protection - Products that protect the hero investment (phone + case + protector)
• Volume - More of the same product (1-pack, 3-pack, 6-pack)
• Upgrade - Better version with extras (basic kit to pro kit)

Your bundle type: _______________

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Part 3: Complementary Cluster

Build three levels of complementary products around your hero.

Level 1 - Essential Complement (makes the hero work better):

• Product: _______________
• Retail price: $______
• Why it belongs: _______________

Level 2 - Enhancement (adds capability to the combination):

• Product: _______________
• Retail price: $______
• Why it belongs: _______________

Level 3 - Premium Addition (upgrades the experience):

• Product(s): _______________
• Combined retail price: $______
• Why it belongs: _______________

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Part 4: Tier Construction

Map your three levels to three tiers.

Tier Contents

Margin Validation

Floor rule: No tier should drop below 50% gross margin after bundle pricing.

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Part 5: Pricing Architecture

Calculate Individual Totals

Set Bundle Prices

Use these guidelines:

• Starter discount from individual: 10-15%
• Complete discount from individual: 20-25%
• Pro discount from individual: 25-35%
• Complete price should be 1.6-1.8x Starter price
• Pro price should be 2.2-2.5x Starter price

Charm pricing check: Do all prices end in 7 or 9? ($47, $79, $149)

• Yes
• No - adjust now

Decoy Score Validation

The decoy score tells you if the Starter-to-Complete upgrade feels obvious.

Calculate:

• Price increase from Starter to Complete: _____%
• Value increase from Starter to Complete: _____%
• Decoy score = Value increase % / Price increase % = _____

Interpretation:

• Above 2.5: Proceed. Your decoy is working.
• 2.0-2.5: Monitor. Run for 2 weeks and check if Complete gets 55%+ selection.
• 1.5-2.0: Adjust. Add more to Complete or increase Starter's price.
• Below 1.5: Restructure. The Starter is too attractive relative to Complete.

Value Multiplier Check

Rules:

• Starter multiplier should be the LOWEST (1.3-1.5x)
• Complete multiplier should be the HIGHEST (1.4-1.6x)
• Pro multiplier should be MODERATE (1.3-1.5x)
• Below 1.2x on any tier = savings don't feel meaningful
• Above 2.0x on any tier = triggers "too good to be true" suspicion

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Part 6: Value Stack Copy

Write the copy for each layer of your value stack. This goes on your offer page.

Layer 1: Core Product Values

For each product in the Complete tier, write one line:

Product 1: _______________ "___________" - $_ value

Product 2: _______________ "___________" - $_ value

Product 3: _______________ "___________" - $_ value

Rule: Use real retail prices. Don't inflate. Credibility matters more than perception.

Layer 2: Included Extras

List extras with their value. These are things you might give away anyway but have real worth.

Layer 3: Time/Convenience Value (Copy, Not Dollar Amounts)

Write 2-3 lines for the copy around your value stack:

"" "" "_______________"

Examples to adapt:

• "No more researching which products work together"
• "Pre-selected by [profession] professionals"
• "Eliminates [X] separate purchases over the next [Y] months"

Layer 4: Risk Reversal

Your guarantee:

• Type (money-back, satisfaction, free returns): _______________
• Duration: _______________
• How to claim: _______________

Guarantee copy (2-3 lines): "_______________"

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Part 7: Offer Page Headline

Write 3 headline options. The headline should address the outcome, not name your product.

Option 1 (Specific Moment): "" Option 2 (Problem-focused): "" Option 3 (Outcome-focused): "_______________"

Validation check for each headline:

• Would a child understand the feeling?
• Does it use words real customers say?
• Does it lead with emotion, not features?
• Would you stop scrolling to read it?

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Part 8: Complete Value Stack Display

Fill this out as it would appear on your offer page:

If purchased individually: $_____ total

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Part 9: Pre-Launch Checklist

Before building the page, verify:

• All individual product prices match your live store
• Every tier maintains 50%+ gross margin
• Decoy score is above 2.0
• Complete tier multiplier is the highest
• Tier names are outcome-based (not "Small/Medium/Large")
• Guarantee is specific and clear
• Headline passes the 4-point validation
• All extras have a real basis for their stated value
• No inflated prices that a customer could catch

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Expected Results

Based on our data across 40+ accounts:

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Want the Complete Bundle System?

This template covers bundle discovery, pricing, and value stacking. The Google Ads AI Agentic System ($4,997+) gives you the full system:

• Bundle psychology deep dive (5 cognitive mechanisms with implementation)
• The complete bundle discovery framework with co-purchase analysis
• Tier structure design with decoy validation formulas
• 12 pricing psychology tactics with worked examples
• Full offer page architecture blueprint (8-section structure)
• Traffic temperature adaptation (cold/warm/hot page variations)
• 45-point quality scoring system for offer pages
• Anti-generic design system (typography, visual identity, motion)
• A/B/C testing framework with 3-layer protocol
• Cart integration patterns (Shopify-specific with app comparison)
• Complete worked example from catalog to live offer page

The template builds your first bundle. The full system builds your growth engine.

Get the Google Ads AI Agentic System at tegra.co/store/google-ads-ai-agentic-system