6 ways to increase the sales of your online store with Cross Selling + Infographic
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There are several elements of an online store that are responsible for its success, such as its logistics and customer service. But one of the most important aspects is undoubtedly the store’s ability to sell.
So in this article we’ll talk about Cross Selling. Specifically, we’ll explain what it consists of, the impact it has on an eCommerce and how you can apply it to your online store to boost your sales.
What is Cross Selling?
Cross selling is a sales technique that involves the offer of complementary or secondary products to the current or previous purchase of the client, in order to maximize your revenues.
“Would you like fries with that?” is one of the best-known examples of cross selling. But this strategy doesn’t only happen in restaurants. Cross selling is a practice widely used by stores all over the world, including the online world.
Key Aspects to Cross Selling
Using Cross Selling to increase your sales is a great alternative. However, it can be quite complicated to cross-sell when there is no personalized assistance that guides consumers to other items that maximize their experience.
So, for your online store to take advantage of this practice, there are 6 key aspects to take into consideration.
One of the main rules of cross selling is related to the suggested products. It’s crucial that these products are relevant to the customer’s purchase and are not just random items. If the customer is buying a guitar, it makes sense that the suggested items are related, such as a guitar pick or an amplifier, not a deck of cards or an appliance.
As the definition indicates, the best way to do cross selling is by offering products that complement the original item in order to add value to the initial purchase. For example, if you sell clothes online your suggestions may be matching accessories or other pieces of clothing that complete an outfit.
One of the keys to cross selling is to do it in a natural way that doesn’t seem forced.
Amazon is a company that does this very well. “Customers who bought this also bought …” or “Bought often together” are two titles that Amazon uses and that work very well because they are direct and demonstrate the behavior of other users, which inspires confidence.
You can also make your titles more personal by using the name of the user in the title as “Maria also likes …” or using more “emotional” verbs such as “Need X?” or “Want Y?”
Know Your Customers
You can also improve your suggestions by focusing on more than the product: by focusing on the consumer. The more information you have about your consumers, the more specialized your cross sell recommendations become. Therefore, if you store data when there is a purchase, you can use this info to target your consumers. So your communication will be more focused. Going back to the example of the online clothing store: if your consumer buys a sweater, but usually purchases accessories, instead of presenting other pieces of clothing, bracelets and sunglasses may have a better chance of selling.
Pay attention to the price of your cross selling products
One of the biggest problems of cross selling comes from increased costs for the customer. Usually consumers, when they buy online, have a clear idea of how much they want to spend, and often do not stray too far from it. Therefore, the prices of the products that your cross sell must be directly related to the price of the initial product, so that it doesn’t exceed the psychological price of the client.
And to make the offer even more tempting, you should offer promotions or coupons with the purchase of the new product.
Choose where you will implement your cross sell
An important part to maximize your chances of selling is the place on your platform where you choose to cross sell. Although there are several possible locations, not all of them are effective – especially if items are considered an impulse purchase.
Some frequently used places are the product page, shopping cart and checkout. Just keep in mind that the item placement does not jeopardize your website’s usability by stopping the natural flow of the purchasing and checkout process.
Do not bombard the consumer with options
In addition to the place of the item being very important, the amount of items that are exposed is also important. Too many can confuse your customers and even cause them to abandon their initial purchase. So you should offer a limited number of items, from 1 to 3 products.
Reasons to do Cross Selling
Although there are several aspects to consider, the truth is that cross-selling is a strategic step to increase your sales. It is five to 25 times more expensive to acquire a customer than to keep one, so it is much cheaper for your company to sell to an existing customer than to a new one. And this includes cross selling products. In fact, according to a Forrester study, cross selling generates about 10% to 30% of eCommerce sales. And according to CEO Jeff Bezos, 35% of Amazon’s sales are a direct result of cross selling.
And cross selling is not only beneficial to the company. When done right, cross-selling creates trust in your store, as it saves time as well as showing you take into account their potential interests.
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