You have been driving a sustainable traffic to your online store and getting considerable amount of sales as well on a few products. But what about the other products that you offer in different categories or the order value that your store has been averaging over time? Don’t you want to sell more products while you have a visitor’s attention? Don’t you want to increase the order value while you still have a chance to persuade the shopper?
In this post, we are going to look into a few tactics that will help you cross sell on product pages.
Understanding what is cross selling
Cross selling refers to the tactic of taking into consideration the purchase made by a customer and then selling a product to him that you think complements his purchase or would add more value to him.
On most eCommerce websites, you will see them as bundle packages wherein two products that complement each other are being offered at an attractive price. Basically, a shopper chooses to buy one product and you offer another for some additional cost (which is lower than what the other product costs otherwise) in order to encourage him to buy both.
The tactic is not just known to increase the average order values that online stores receive, but also improve the discovery of products on the site.
How to cross sell on a product page
Let’s face it, it is all about the customer today and you can’t push him in a direction you please. The only way to cross sell effectively is to look into what interests the shopper and create campaigns that are contextual to his preferences.
A few ways to cross sell on a product page include:
1. Suggest combos of products that the shopper might like
The first and foremost technique is to make the shopper feel like he is bagging a great deal when purchasing more products from you. Creating combos of products that people usually buy together, complement each other or are follow ups of a purchase, is a great way to cross sell on a product page.
For instance, Amazon uses this technique wherein right below the main product, it suggests a few combos of products that are similar or fall in the same category of needs.
2. Show products customers like him are buying together frequently
There are different segments that you can put your prospects into. Those who like a specific type of product, those looking for a solution for a common concern, etc. It is important that you identify these shoppers and create smart segments that help you easily notice them.
This helps because these are people who are likely to have the same kind of requirements and make similar purchase decisions. Using this segment, you can display products that shoppers like him are usually buying from your store just like Amazon.
3. Make recommendations before they exit the product page
Another great way to cross sell on a product page is to give the shopper the time he needs to decide what type, size, etc of the product does he want. Let him make the decision of adding the item to his cart and just as he is about to move from the page or exit that particular product page, retarget him with an upsell campaign.
You could use an exit intent campaign powered by Exit Bee to understand your visitor’s on-site behaviour. Based on what he has previously shown interest in or added to his cart, simply recommend a product that would complement his purchase – at a great deal, just like a combo offer.
4. Give suggestions before they proceed to checkout
Your store’s checkout steps should have a single focus in mind – encouraging the shopper to complete the purchase and not overwhelming him with anything else. But when the visitor is simply viewing his cart items, why not use the opportunity to suggest a few products you think might come handy to him?
Amazon is the best example of an eCommerce business that cross sells like a boss. It simply adds a section saying that shoppers like him have also added the listed products to their cart – with a simple ‘add to cart’ button for each of the products.
5. Personalize and reach out on emails
Email marketing is the most effective channel for eCommerce businesses to reach out to their prospects and customers, to bag more sales. It gives you the opportunity to personalize your message and reach out to them directly without looking too ad-sy.
Based on the products they have browsed through or previously purchased, create email marketing campaigns that recommend products from other categories to them. Make sure that your recommendations are contextual and don’t look like you’re trying to force products on them for your own benefit.
6. Retarget on social media
Retargeting is another marketing tactic that is highly effective for eCommerce businesses. Use the customer data you have obtained from a previous interaction, to recommend them products or combos on social media – the platforms where they are most likely to spend at least a few hours in a day for sure.
eCommerce businesses need to make the most out of the opportunity they get. With the industry growing in expanse day-by-day, a typical consumer has the option to purchase the same product from at least ten other online stores. It is the one that grabs their attention and offers them a great deal, that bags a sale!
So while your customer is browsing through what your store has to offer, make sure you get the most out of the purchase he makes; and at the same time add such value to him that he keeps coming back for more.