Up-selling (upselling): increase the average sales receipt
In the third article of the cycle “ Profitable Online Store ” we reveal the topic of increasing the average check with the help of up-selling. Up-selling (upselling) is a marketing device aimed at increasing the average bill by selling a more expensive version of a product.
Up-selling involves improving the initial choice of the client. Improvement options may be several:
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Up-selling psychology is based on the client's fears of making an unsuccessful purchase. By offering an improved and, consequently, a more expensive version of the product, we remove this fear of the client to our advantage.
The selection of the content and location of the widget upselling is based on information about the customer's needs. This data is contained in the visited product cards, in the goods added to favorites or to the cart. Hence, the most suitable places for the up-sell widget:
The up sell block is best presented in the format of expert recommendations or social proof:
Up-selling on product card
Most often, an up-sell widget is used on product cards.
A good example from the online store Kholodilnik.ru. The item card contains 2 upselling widgets. The first in the form of links to more expensive goods. The second in the block "With this product buy." Both widgets lead to products with better performance.
“Sotmarket” uses the wording “Similar goods”, but also places a bet on the product card as the location of the widget. Among the recommended products are well-known brands.
Using the example of Sotmarket, you can familiarize yourself with another aspect of using upselling. Next to the recommendations of more expensive products put goods with lower cost. This technique is called down selling. It creates a favorable illusion of choice and removes the negative effect of imposing more expensive things.
Upselling in the online store "Lamoda" is presented in the form of recommendations. Given the priority of emotional motives when buying clothes, customers do not have to offer improved versions of their initial choice. Just enough to please. This clearly illustrates the fact that the content of the up sell widget depends on the specifics of the product.
The Amazon site is the benchmark for up-selling. On the item card you can find several variations of the use of this tool. For example, a spectacular comparison of the selected product with other characteristics.
Up-selling in the basket
The use of an upselling widget in the basket requires caution: by giving the user a choice, we make him doubt and risk to disrupt the sale. However, if the user chooses between an already selected product and the same product, but with an additional guarantee, the chances of increasing the average bill will increase significantly without the risk of losing the client.
Example with Amazone.
Which is better: the sale of additional products or the sale of more expensive versions of the goods? The answer to this question should be sought in the analysis of the product line of the online store and comparing the marginal profit from the sale of various goods.
There is no universal method of combining cross-selling and up-selling. The only sure advice is to test, test and test again different sales models.
You can try to place the widget up sell in the item card, and the cross sell widget in the basket. You can try to put both widgets on the same page. However, it is rather difficult to predict the resulting changes in conversion rates for the main user scenarios and up up and cross sell scenarios, since the purchase of various goods is different.
Embed, test, and who knows, perhaps with the help of upselling, you can achieve an increase in online store profits.
Up-selling involves improving the initial choice of the client. Improvement options may be several:
- goods with the best characteristics;
- extended warranty;
- more modern model;
- more famous brand and so on.
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Up-selling psychology is based on the client's fears of making an unsuccessful purchase. By offering an improved and, consequently, a more expensive version of the product, we remove this fear of the client to our advantage.
Ways of selling up-selling
The selection of the content and location of the widget upselling is based on information about the customer's needs. This data is contained in the visited product cards, in the goods added to favorites or to the cart. Hence, the most suitable places for the up-sell widget:
- Card Product;
- vis leaf;
- basket.
The up sell block is best presented in the format of expert recommendations or social proof:
- with this product buy;
- with this product browsing;
- experts recommend;
- similar products;
- the choice of buyers and so on.
Up-selling on product card
Most often, an up-sell widget is used on product cards.
A good example from the online store Kholodilnik.ru. The item card contains 2 upselling widgets. The first in the form of links to more expensive goods. The second in the block "With this product buy." Both widgets lead to products with better performance.
“Sotmarket” uses the wording “Similar goods”, but also places a bet on the product card as the location of the widget. Among the recommended products are well-known brands.
Using the example of Sotmarket, you can familiarize yourself with another aspect of using upselling. Next to the recommendations of more expensive products put goods with lower cost. This technique is called down selling. It creates a favorable illusion of choice and removes the negative effect of imposing more expensive things.
Upselling in the online store "Lamoda" is presented in the form of recommendations. Given the priority of emotional motives when buying clothes, customers do not have to offer improved versions of their initial choice. Just enough to please. This clearly illustrates the fact that the content of the up sell widget depends on the specifics of the product.
The Amazon site is the benchmark for up-selling. On the item card you can find several variations of the use of this tool. For example, a spectacular comparison of the selected product with other characteristics.
Up-selling in the basket
The use of an upselling widget in the basket requires caution: by giving the user a choice, we make him doubt and risk to disrupt the sale. However, if the user chooses between an already selected product and the same product, but with an additional guarantee, the chances of increasing the average bill will increase significantly without the risk of losing the client.
Example with Amazone.
Up-selling and cross-selling. How to combine?
Which is better: the sale of additional products or the sale of more expensive versions of the goods? The answer to this question should be sought in the analysis of the product line of the online store and comparing the marginal profit from the sale of various goods.
There is no universal method of combining cross-selling and up-selling. The only sure advice is to test, test and test again different sales models.
You can try to place the widget up sell in the item card, and the cross sell widget in the basket. You can try to put both widgets on the same page. However, it is rather difficult to predict the resulting changes in conversion rates for the main user scenarios and up up and cross sell scenarios, since the purchase of various goods is different.
Embed, test, and who knows, perhaps with the help of upselling, you can achieve an increase in online store profits.
Source: https://habr.com/ru/post/228277/
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