This is my second post in my 3-post series,
"How to Grow Your Business with Zipify OneClickUpsell."
In post #1, I explained how upsells and cross-sells increase your Average Order Value and Customer Lifetime Value, and why that is so essential to growing your business.
Now I'm going to show you the different kinds of upsells you can implement on your store to start seeing extra profit from Zipify OneClickUpsell right away.
To recap, let's look at our definition of an upsell:
An upsell is an offer for an additional product or service that is made anytime during the customer's session.
This differs from a cross-sell, which is:
An offer for additional products or services that is made any time after the customer’s session (say, the next day).
We established that upsells are a great way of getting more money from the customers you already have, and that making your upsell offers post-purchase ensures that you never lose your initial sale.
However, not all upsells are the same. Depending on the initial product the customer showed interested in, there are 5 different kinds of upsell offers you can make. Let’s look at your options.
Based on the data we gathered from Zipify OneClickUpsell users, we see that the most popular upsell offer—that is, the one that customers say "yes" to most often—is more of what they just got.
Simply offer additional units of what the customer just purchased, or a "bundle", and offer it at a discount.
I use this upsell on one of my stores. After a customer buys one of our face creams, we offer them an additional 3 jars of face cream for the price of 2 , and it works really well.
Here's the beauty of this upsell: you can be absolutely sure that this offer is relevant to your customer—they just bought the product! And anyone can make this offer, because you don't need additional products.
This upsell is usually best for consumables, or items where it's useful to have more than one, like towels or sets of hangers. It'd be harder to sell a bundle of cameras, or basketballs.
2. Relevant Products
If you can't offer your customer more of what they just purchased, fear not; there are a lot of relevant products that will complement their order.
With this upsell, you offer additional products that you think the customer would be interested in based on what they purchased. If your customer buys a camera, they might also need a tripod. If they buy a basketball, they might also need a hand pump.
Amazon is great at this: I'm sure you’ve seen their "Customers who bought x also bought y" product lists.
They get me with this all the time. Not because it's a trick, but because they're always right. I just bought the cocktail shaker, and yes, I do want a strainer too!
3. Packages, Sets and Kits
This upsell takes the "Relevant Products" offer and brings it one step further. Do three or more of your products logically go together? Offer them as a package, set, or kit.
If your customer just purchased a camera, on your upsell page you can offer them a tripod, camera remote, and some lights. You could call it a "Photographer’s Starter Kit."
In this case, you want to make the offer seem more appealing by comparing the kit price to the normal price of each of these sold separately
When I bought my cocktail shaker, I wasn't just upsold on a strainer: I also bought a stirrer and a muddler. Each separately was about $5, but the 3 of them together was only $12. Yes, please! Not surprisingly, Amazon is also great at this.
Also known as the product bump, these upsells are small additions that will add value to your customer’s purchase.
Add-ons are different from Relevant Products because, while they complement the initial product, they are not usually considered products on their own.
Some examples of add-ons are: wig caps, batteries, shoe laces, installations, and warranties.
Add-ons are used mostly as assurance, protection, back-up, or accent to the purchase—but they're still a great opportunity to bump up your average order value. These will be very attractive to the customer if given at a discount, because they already know they will have to buy more of this in the future, and you're
5. Product Upgrade
Some call this "the proper upsell" as it is the most literal definition of an upsell. A costumer wants a product, and you upsell them on a better (and more expensive) version of what they wanted.
This is great for SaaS and other companies that offer services and memberships, as well as merchants who sell more complex products.
A customer could come looking to buy the basic membership to your software (or even the trial), but then you explain to them that, because of their usage requirements, the premium membership would better suit their needs. Dropbox and Evernote do this very well with tiered pricing.
Apple is also great at this. They give you a long list of possible upgrades before you finally purchase the product.
When offering this kind of upsell, you want to communicate the value of the upgrade without taking away from the value of the customer's original purchase.
Most people offering upsells are going to focus on #1 and #2, Bundles and Relevant Offers—but it helps to know all your options.
In my next post, we're going to look at Zipify OneClickUpsell's bonus post-purchase email sequence. While upsells increase how much your customers spend per order, this email sequence increases how often your customers make a purchase.
See you then.