Posted by Craig Abramson, Director of Marketing, Dydacomp
Has this ever happened to you? You visit an eCommerce store searching for a specific product only to realize that the price difference between the product you intended to buy and the next model up is pretty small? When you consider improved performance, better quality and/or expanded features offered by the more expensive product, would you pay a little more? Most people would. I know I would.
Customers shopping online are constantly making cost-benefit analyses in the blink of an eye. Offering an upsell can guide your customer to a larger purchase and create goodwill – we all feel like smart shoppers when we get a better product at a great price.
Best Practices for Upselling
- Keep your eye on the price. Upsells work best when the price differential is relatively small.
- Stick to the core features. When suggesting an effective upsell, the higher priced item(s) should have the same central features of the original product – and then some. A customer buying a camera with auto focus, red eye removal, and 4x zoom might be offered an upsell with auto focus, red eye removal and 8x zoom.
- Words to the wise. Wording on the offer like “Customers who viewed this product bought” may subtly imply that the upsell is the better choice. Think like a customer and ask yourself what the offer wording says to you. If it feels like a hard sell instead of a nudge – revise. Test different phrasing and compare results to see what works for your audience.
- Promote the perks. Make sure that the product description for the upsell product makes the additional benefits and features clear. Bullet points and keywords can help.
Testing comes into play with the upsell. Try different products at different price points and let the sales results show you which picks are the best performers.
Experiment with two upsell offers at different price points, single product offers, and tweak product descriptions to see what works best for your customers.
To be continued…