How to Polish Your Online-upselling Program
2. Irrelevant upsells comprise the second mistake to avoid, according to Burke. “If the upsell offer is not adding to the customer experience in some way, it shouldn’t be on the screen,” he cautions.
3. Selling competing brands at the point of upsell also is a bad idea, according to Fry’s Bridget Fahrland, executive creative director. While you might want to offer a brand comparison during the browsing process, offering one after the customer has committed to a purchase might make him or her doubt the decision.
Though it involves a lot of consideration, in the end your upsell program may yield enough success to validate the effort. Take small steps, test and always keep your customer profile in mind.
A Sell by Any Other Name
As the world of e-commerce grows increasingly specialized, so does the terminology for each of its components, including upsells. Following are definitions that Ken Burke, president and CEO of e-commerce consultancy Multimedia Live, uses to describe different types of additional online product sales:
Upsell: A sale (often including a discount) that occurs after the online shopper clicks the “add to cart” button.
Cross-sell: An alternate purchase featured on the product page, but before the cart page. It gives the customer the option of either adding the product to his or her cart, or just clicking on it to see more information. Typically, it doesn’t include a discount.
Family sell: This appears on the product’s Web page as a grouping of multiple line items that can be bought at the same time.
Recovery items: Another form of cross-sell, this appears as an alternative purchase suggestion when the requested item is out of stock.