In a charter offer, some extras were included in the price, others could be booked on top. Showing everything together in one pretty list would have looked good but set the wrong expectations. We built the equipment as a compact image grid with two clear labels: “Included” and “Optional”. That way the page stays emotional, and every guest still knows instantly what they get and what costs extra.
The case
Equipment sells. Pictures of water sports gear make you want that day on the water. The problem starts when everything looks the same: the guest assumes it’s all included and is disappointed when individual extras cost more at booking. An upsell turns into an annoyance.
How we presented the extras
- A grid instead of a text list. Every extra with an image and a name, easy to take in at a glance.
- A clear label on every item. “Included” or “Optional”, right on the image, not in a footnote.
- Short labels instead of long explanations. One word says more than a paragraph nobody reads.
- Optional extras without pressure. They’re shown and explained but not pushed. Anyone who wants them adds them when booking.
- Real photos. Actual photos of the equipment are more credible than stock images for a premium offer.
Your takeaways
- The same look creates the same expectations. If included and paid items look identical, the customer expects everything.
- Label right on the item. If people have to look it up, they usually won’t.
- Honest upsells sell better. A clearly labeled extra feels like an offer, a hidden one like a trap.
- Equipment is more than a list. Shown well, it’s a reason to buy.
Do you have services that are partly included and partly add-ons? We present them so they spark interest and leave no questions open.