Congratulations! Your customer is on your online store, making a purchase, completing the final transactions. So you’re happy with that, right? I didn’t think so. Your primary purpose as a business owner is to sell as much quality product to each customer on each transaction. There may be some work on your part on the front end, before the sale happens, but it will pay off in the end. There are ways you can spark a customer’s interest to buy additional products (up-selling) while they are already on your website.
The great news about online stores is that they can up-sell for you. For example, your online store can make specific suggestions that would pair well with other related products. Your online store may make a suggestion, such as, “Because you liked product X, you’ll love product Y”. That’s why it’s imperative to know what items you have that would likely pair well together, and what your customers are likely to purchase together. These recommendations not only increase your sales but deliver a better customer experience.
How do you actually do it?
Once you know what products would work well together, you then must decide where in the purchasing process you want the prompts to appear. For example, would you rather have the suggested items appear immediately after your customer adds a related item to their cart, or at the end before finalizing their order? It’s up to you when, how and what you do but here’s a few ideas.
Prompt the customer to buy the additional item or items immediately after they have added the main item to their cart. In this case, the additional box or advertisement that has popped up will immediately grab their attention. This technique will tug on the customer’s impulse shopping tendency. In addition to grabbing the customer’s attention, it also makes the customer feel as though the business understands their needs and is willing to tailor their order to make sure they have everything they need in one shopping trip.
At the shopping cart check out or review stage. Waiting until the end of the browsing process to suggest additional, related items may be advantageous because the customer can clearly identify the similarities in the products and how they would supplement each other. This gives the customer a chance to see the products side-by-side. It may also get them thinking about other items that would go well with their items that were first added to their cart.
Think like your customer
It may be difficult at first to determine what makes customers behave the way they do with their shopping habits. However, it may help to put yourself in the customer’s shoes. Which would you prefer as a customer: to buy the minimum amount that you need from a merchant’s store, and to have a forgettable shopping experience? Or to have a business custom-fit your order, based on your past orders, or, if this is your first order from this business, other items you have already placed in your online cart?
Up-selling through your online store may not be as daunting of a task as it may seem at first. As previously mentioned, put yourself in the customer’s shoes, and decide the kind of treatment you would want as a customer; know your products and how they will work together; and decide when in the online purchasing process you will prompt your customers to add on the extra items. Doing so will please your customers, and in turn, will grow your business