Boca Java

This week in the second of this two-part series on using cross-selling and upselling techniques to boost online sales, we continue our coverage of Michael Dell’ Arciprete’s presentation from the eTail East 2008 conference in Washington, D.C. This part lists several tactics the vice president of marketing for the online coffee retailer Boca Java advised the audience to avoid when attempting to cross-sell or upsell products online. (For part 1, click here.) 1. Too many cross-sell items. Confusion reigns and placements become random when you try to cross-sell too many products at one time, Dell’ Arciprete warned. 2. Don’t talk over the customer. “Don’t