How to Polish Your Online-upselling Program
The “how” of upselling online varies according to the “where.” That is, different upselling strategies can be used depending on where within the purchase process you choose to present them. Burke outlines several location possibilities:
Put it right on the product page. While product-page upselling offers the advantage of increasing your average order value, if done poorly it also carries the risk of distracting customers and prompting them to leave the site altogether. So if you’re upselling from the product page, make it a priority to maintain the customer’s focus of interest. The customer should be able to easily distinguish between the main product sale and the upsell, says Burke.
The add-to-cart process offers an easy upsell window, says Burke. Simply base an upsell on the last items placed in the cart. Additionally, you can opt to evaluate the entire cart at the time it’s displayed and determine an upsell based on its contents.
Upsell on the actual cart page. This gives you several advantages over the add-to-cart process. The customer is most receptive to an upsell at this point because the screen appears immediately after the “add-to-cart” button is clicked.
Additionally, the upsell often is most relevant to the customer at this point; Burke estimates that upsell conversions are highest in this area during the purchase process.
Items upsold on the cart page should appear on the right side or just below the subtotal, but always above the area of interest. Remember, you want to keep the focus on the intended purchase, says Burke. If you don’t, you may see abandoned-cart rates increase.
If your brand lends itself to it, try upselling on the “thank-you” page that appears after the customer completes a purchase. While this is a more aggressive practice, it carries no risk of abandonment, as the transaction already has been completed. Much as in the product page, don’t confuse the customer into thinking he or she just bought anything other than the intended product; this could result in a customer service call.