Upsells, Cross-Sells, Down-Sells & Shipping Optimization

Показать описание

This video is about upsells, cross-sells, down-sells and shipping optimization. First point to discuss is that cross-sells and upsells are in fact two different things. An upsell is something that where you're getting a customer to try and pay for a product. A cross-sell is you're getting them to buy something additional that adds onto the product that their buying. A good example might be somebody that's going to buy a watch trying to sell them a separate band instead of a bracelet. That would be a cross-sell whereas an upsell would be trying to get them to buy a more premium watch.

[This is a transcription] Upsells and cross-sells are absolutely the most important thing you can be doing right now on E-Comm website. If you're not offering an upsell or multiple cross-sells throughout the path to conversion you're leaving a lot of money on the table and missing a big opportunity to get the most out of the advertising dollars you're spending. It's very difficult today to have positive or rely on a E-Comm site or a specific product site without these upsells. You need to think about what you might be selling. Something that's related to the product or a more premium version of the product. If it's a satis product.

Two real ways to offer these upsells, cross-sells and down-sells either pre-checkout meaning adding it to your cart when you're in the path to converting or post-checkout meaning a one-click option before they leave the website that they can just add that product really quick to their order. Both can be very successful and it depends on the way you price and offer the items that could get them to convert the best. You can split test your way into finding out which way and which product and which price does the best for you.

If you're going to go with the add to cart meaning before they actually checkout option I definitely recommend offering tiered discounts for bulk buyers. If you're offering one of the a product perhaps they could buy now three of the same product at a 15% discount. We're not talking about a subscription that's another thing that you could offer these people but just trying to get that cart value up to help you with the arbitrage traffic is something to consider. We've had great success offering three and five additional items of the same product if it's a consumer good to get people to convert and improve our ad by performance. You can't offer too much of a discount though because then the resellers be it Amazon or eBay or Jet or whatever it might become in and can really hurt your business. That's information for a separate video.

The other option is to have a pop-up or a page in-between the confirmation page after someone checks out that has an option to add items to the cart with one click. As an example, if you're selling flashlights and you wanted to add batteries you might or a case for the flashlight you might offer that at a heavy discount or no discount but the customer can add it to their order with one click and then get taken to the thank you page. This doesn't interrupt the flow to convert initially but you can add it onto their cart value and then their receipt for the thank you page can display the proper checkout dollar amount. Really important if you do this that you have everything very clearly disclosed. You don't wanna any negative option involved in this because that gets kind of suspect. You get more customer service phone calls, more chat inquiries and you really just wanna have it be a very smooth thing that's a nice clean cross-sell that they add to their cart or upsell that they add to their cart and move on because it's something they definitely wanted.

If you can't get either of those options to convert real well for you make sure that you have your email system set up so that the customers that buy receive a discounted offer email 30 minutes, three days whatever the number you decide it is after they buy to add that item to their cart one more time what they offer that is unique to what they saw before and a better discount to try and get them to bring that cart value up. Ultimately, that counts towards the lifetime value. As far as shipping optimization goes always need to be including things in the shipment.

It's mind-blowing to me how many companies are not adding promo offers even articles of any kind or write-ups about other products they offer or things they're doing in their shipment. You're paying for the shipment and adding a couple of inserts or a free sample of another product is not gonna add to your shipping cost A. B and you're already shipping the product. You're already paying for the shipping. Put as much stuff in there as you can because you don't have to pay 50 unique cents to get in front of that customer.