How To Cross Sell or Up Sell
Are you finding that customers tend to buy one product from your website? You sell mens shirts, ties, cufflinks and belts but find you're constantly sending out the usual Size M Yellow Cotton Men's Shirt?
Let us open your eyes to 'Up Selling' and 'Cross Selling', two great marketing tools that don't require any cost (subject to your eCommerce platform actually offering this!).
Firstly, lets define the two options:
Up Selling - persuading a customer to buy a slightly more expensive version of their product e.g. The yellow cotton men's shirt above? Why not upgrade to the Premium Cotton for just £5 more...
Cross Selling - persuading a customer to purchase an additional product that suits what's already in their basket e.g. they've bought some beautiful trousers, so how about adding a luxury leather belt too, for just £15 more and make the delivery free?
For Cross Selling and Up Selling success, follow our handy guide below:
IDENTIFY WHICH ONE GETS RESULTS
Remembering that simplicity is key in eCommerce, it's best not to bombard your new customers with product suggestions. They're already well on the way to entering their credit card details, don't scare them off.
Research has shown that up selling is, on average, 20 times more successful than cross selling. Once your customer has a product in their basket, they don't really want to look at alternatives. A product that increases the value of their current basket and works well with the products they've chosen? That's a much better fit.
OFFER PRODUCTS THAT ARE RELATED
Following on from the simplicity instruction above, you don't want to fill your customers laptop screen with 500 alternative products!
Keep your up selling in line with the products their interested in, for maximum success.
For example, your customer has added shampoo and conditioner to their basket, then why not suggest a shower cap or soap-on-a-rope for just a couple of pounds more?
HONESTY IS THE BEST POLICY
Customers can be a little nervous when using a new website for the first time. They're entering address and card details in to a non-high street and new brand, so if they feel that you're not genuine, they'll just leave your website.
The more open and honest your checkout is, the more likely customers will stick around. Things like customer service telephone numbers, UK based call centres and 24 hour assistance are all positives.
It's also important to be honest with up sell and cross sell promotions. Be transparent with the pricing and include your standard 30 day guarantee on all orders, for extra piece of mind.
SHOW THE VALUE
Make sure that the value proposition is obvious to customers. Ensure you use rounded up currency to demonstrate any savings.
For example, add 'Brand Shampoo' to this order and save £2 or FREE UK Delivery if you spend £5 more at the checkout, why not add these products....