In our latest SaleCycle Academy video, Hazel Burton looks at how and when to cross and up-sell to customers…
Ok, a slight tangent before I get to the ‘academy’ part of this video – because I want to talk about video games. 🙂
Have you ever heard of experience points? In gaming they’re awarded for completing missions, overcoming opponents, or finding hidden treasures.
In ‘Minecraft’ you can collect experience points by doing things like smelting iron and killing hostile mobs who enter your world. You can use these to spend on new tools, such as the ever popular ‘enchantment table’.
In the world of ecommerce, it’s all about offering the best experience to ensure the points (or dollars) your customers have accumulated and want to spend, go to you and not your opponents.
It’s worth considering, because on average, highly engaged customers buy 90% more often, and spend 60% more per transaction.
To reach that level, your quest is to find exactly the right time to cross or upsell, – i.e when the customer is likely to be most receptive. Get it wrong, and you could trigger a ‘rage quit’.
For your first mission, you need to find out who your most loyal customers are. You can identify them not only by those who have purchased recently and frequently, but also by repeat visits.
Once you’ve found them, it’s a great idea to serve them with personalised upsell recommendations.
There’s no secret level for this, but remember – the more your marketing is personalised, the greater chance of success. Recommended products from your inventory should be related both to customer preferences, browsing history, and to the products they’re considering at that moment in time.
Mission 2 is all about the timing. An email can be triggered immediately after a purchase is complete, in order to thank the customer and provide recommendations for up-sell and cross-sell purposes.
Alternatively, it can be triggered after a specific period of time from the transaction. This could be after the standard delivery time for goods, to ensure the customer has received their items, or after a check-in date for flight or hotel bookings.
Our stats show that post-purchase emails can produce some podium worthy results.
The use of personalized recommendations can drive a 28% increase in average order values.
Amazon are pretty much the boss of personalisation. Their ‘Frequently bought together’ section encourages customers that have entered checkout, to add more items to their basket.
The suggested products are highly relevant to the purchase – but they don’t interrupt the checkout process for those customers who are on a timed mission.
Before I get to the end game, here’s a bonus level. Apple takes customers through these pages where its Macbooks are shown side by side.
If customers are thinking about a cheaper model, they may be persuaded to ‘level up’ by spending their experience points on extra features and performance.
We’re at the checkpoint now so I’ll just leave you with a few boost modes for your up-sell and cross sell marketing efforts:
- Identify your loyal customers by their repeat visits and browsing behaviour.
- Used personalised recommendations for products.
- Time your up-sell emails for when your customers are most likely to be receptive.