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Proč je důležité upřednostňovat upselling
Upselling je jádrem udržitelného růstu obchodníků v eCommerce – pokud se to dělá správně, je to účinný způsob, jak poskytnout další hodnotu a zvýšit prodej. Naštěstí algoritmy umělé inteligence zpřístupňují pokročilý upselling pro online výlohy jakékoli velikosti. To je zvláště důležité s výzvami, kterým v současnosti čelí mnoho obchodníků:
- Napjaté rozpočty díky celkově slabšímu globálnímu trhu.
- Zvýšená konkurence, což má za následek vyšší náklady na získání zákazníků.
- Nižší návratnost investic (ROI) se současnými procesy a řešeními, které nepřinášejí dobré výsledky.
Klíčová strategie k překonání těchto výzev? Zvládnutí umění upsellingu.
Představte si, že zvýšíte příjmy své značky o dalších 5 % nebo dosáhnete úžasné návratnosti investic až 60x – to vše díky upsellingu. Důvtipní obchodníci s elektronickým obchodem nasazují hry s upsellingem (jako ty, které najdete v této elektronické knize) během cesty zákazníka, aby dosáhli takových výsledků. Využívají AI a nástroje, jako je AfterShip Personalization, aby zlepšily zapojení zákazníků – umožňují značkám přizpůsobit svůj upselling s pozoruhodnou přesností a zajistit, aby každá interakce se zákazníkem byla příležitostí k získání loajality.
Kdy a kde upsell
If you think checkout is the only place to upsell, think again. Almost every touchpoint in the customer journey reveals ways to boost revenue with additional offers or upgrades, from the home page to the shopping cart to tracking notifications. The recent release of Checkout Extensibility from Shopify, for instance, lets merchants turn checkout and post-purchase pages into new opportunities to generate revenue.
Some best practices to follow when implementing upselling strategies:
- Introduce upselling at various touchpoints: Unlock hidden sales opportunities throughout the customer's journey. Different touchpoints require unique strategies, and merchants must apply these strategies effectively.
- Provide AI-powered personalized recommendations: Tailor your suggestions based on scenarios, product features, and customer behavior. Use AI to highlight options like "Frequently Bought Together," "Best Sellers," and "Complementary" items.
- Incorporate conversion tools: Enhance your conversion rates by leveraging tools like free shipping bars, countdown timers, and additional discounts. Design your checkout process to spark more engagement from your customers.
- Set merchandising rules: Automate the personalization process on the backend by setting rules for various scenarios, including Triggers, Pins, Exclusions, and Custom rules. (Solutions like AfterShip Personalization can help you set these rules.)
Čtení této příručky
We developed The Upsell Playbook with eCommerce merchants in mind, using examples from real brands driving bigger returns with upselling. We want to give you the actionable knowledge to implement advanced upselling strategies using AI tools. Here's how to get the most from it:
- Read the scenario: This sets the scene for your winning play. These scenarios correspond to specific touchpoints on the customer journey, like a checkout page or a tracking page.
- Understand the use case: Each play we share will correspond to a real-life eCommerce challenge. Make sure you understand the context behind each play.
- Follow the steps: Each play will have clear steps that you can follow to implement it in your eCommerce store. Read and understand these steps before taking action.
- Customize it: Apply brand voice, design aesthetics, and product offerings to make it your own. You know your customer and product best, so optimize for the best results.
Prodávejte více s každou transakcí pomocí upsellingu s umělou inteligencí od AfterShip.
Každá pokladna se počítá: Upselling na stránce pokladny
The checkout page is the final touchpoint before a customer completes their purchase. It's also your best opportunity to upsell and increase the value of their order. Consider what products or services you can offer that complement the customer's purchase. This could be something they may have missed or something that adds value like a bundle deal.
As a customer, imagine being offered a discounted bundle deal on the products you just added to your cart. This is a great opportunity for merchants to upsell and increase AOV.
Přehrát: Doporučte položky s nižší cenou
With ideal pairing, you can recommend lower-priced items as add-ons to the customer's current purchase. This strategy ensures shoppers do not abandon their purchase due to high prices while boosting the AOV.
Nejlepší pro: Módu a oděvy
Here's how to do it:
1. Identify lower-priced items: Look at your product inventory and identify items that are lower in price but still complementary or related to the customer's current purchase.
2. Display the recommendations: Use the "Frequently Bought Together" algorithms to recommend products with prices below a specific value. Create a section on the checkout page that displays these lower-priced items as add-ons, using the "Frequently Bought Together" algorithm. Make sure they are visually appealing and catch the customer's attention.
3. Offer discounts: Consider discounting these recommended items, such as "10% off when you add this item to your cart." This can entice customers to make an additional purchase.
4. Display a free shipping bar: Encourage shoppers to add more items to their cart for free shipping. Consider using phrases to create a sense of urgency and encourage customers to add these items to their purchases before completing checkout.
5. Monitor and track performance: Use data-driven insights to optimize the upsell strategies by understanding which scenarios yield the best results for personalized recommendations and product affinity rates to help brands effectively combine and match their products. This will make the recommendations more relevant and enticing to the customer.
Zaostřeno: Jefree Star Cosmetics
Jefree Star navrhuje položky, které doplňují jejich počáteční nákup. V příkladu níže vidíme, že tým navrhuje ruční zrcátko a jiný typ rtěnky. Obě položky jsou levnějšími doplňky. Tato strategie zvyšuje zážitek z nakupování a chytře představuje dokonalý doplňkový produkt, aniž by kupující zahltila dražšími alternativami.
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Hrajte: Motivujte k nákupům pomocí bezplatných vzorků
Offering free samples is a great way to upsell on the checkout page, especially for new products that customers may need to become more familiar with. You can typically see this play being run in the Beauty and Cosmetic industry as merchants upsell new products.
Nejlepší pro: Krásu, zdraví a wellness
Here's how to do it:
- Identify new or popular products: Look at your product inventory and identify new or popular items to introduce or promote to your customers.
- Create a merchandising rule: For example, if the cart value is below $200, use the "Frequently Bought Together" algorithm to encourage shoppers to add items and qualify for free samples. If the cart value exceeds $200, use "manual selection" to recommend the free samples that make sense for the purchase.
- Display the offer: Clearly display the free sample offer on the checkout page and information about the product and how it complements their purchase. You can do this with an announcement bar.
- Use urgency and scarcity: Create a sense of urgency and encourage customers to add the free sample to their cart before completing checkout. Use phrases like "Limited quantity available" or "One free sample per customer." Customize the Offer: Use product labels such as “Sample” for recommendations during this step. Use AI tools to suggest items complementing these samples, creating a more tailored experience.
- Monitor and track performance: Use data-driven insights to optimize the upsell strategies. Understanding which scenarios yield the best results for personalized recommendations and product affinity rates helps brands combine and match their products effectively.
Zaostřeno: Sephora
Sephora nabízí vzorky ke každé objednávce. Ale omezují počet dostupných vzorků na objednávku. Tímto způsobem nebudou rozdávat příliš mnoho položek, zatímco zákazníci se vrátí, aby vyzkoušeli nové produkty při příštím nákupu.
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Hrajte: „Kupte více, ušetřete více“ u pokladny
Like creating a bundle deal before the customer reaches the checkout page, a bundle can also be an effective upsell strategy during checkout.
Nejlepší pro: krásu, zdraví a wellness, módu a oděvy
Here's how to do it:
- AI-powered personalization: Leverage the “Complements” algorithm to recommend products related to your cart's products.
- Create a bundle deal: Offer a discounted price for purchasing multiple items together, such as "Buy 2, Get 1 Free" or "Bundle and Save 20%."
- Display the offer on the checkout page: Make sure the offer is displayed to catch the customer's attention before they complete their purchase.
- Use urgency and scarcity: Consider using phrases like "While supplies last" to create a sense of urgency and encourage customers to take advantage of the bundle deal.
- Test and track performance: Monitor the effectiveness of the bundle deal offer and make necessary adjustments to optimize its impact on AOV.
Zaostřeno: DIME Beauty
DIME Beauty odvádí skvělou práci při doporučování doplňkových položek, které lze přidat k nákupu. I když si položky můžete koupit samostatně, jejich seskupení zvyšuje pohodlí a odemyká další pobídky, jako jsou slevy, což zvyšuje hodnotu pro nakupující, kteří jsou již připraveni ke konverzi.
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Hrát: Minimální objednávka/práh pro dopravu zdarma
Offering free shipping is a great way to incentivize customers to increase their purchase amount and boost AOV.
Nejlepší pro: Módu a oděvy, Potraviny a potraviny, elektroniku
Here's how to implement this play:
- Determine the minimum order/threshold: Look at your average order value and determine a minimum order or threshold customers need to reach to qualify for free shipping.
- Display the offer on the checkout page: Make sure the free shipping offer and the minimum order/threshold amount are displayed on the checkout page. Consider using phrases like "Spend $50 to qualify for free shipping" to create a sense of urgency and encourage customers to buy more before completing checkout.
- AI-powered recommendation: You can use the “Frequently Bought Together” algorithm for product recommendation and incentivize customers to add more items to their cart to qualify for free shipping.
- Test and track performance: Monitor the impact of offering free shipping on AOV and make necessary adjustments to optimize its effectiveness. Additionally, track how many customers increase their purchase amount to qualify for free shipping.
- Consider alternative options: If offering free shipping is not feasible for your business, consider offering a flat rate for shipping or creating a loyalty program that offers free shipping to members after reaching a certain number of purchases.
Zaostřeno: DiscStore.com
Když zákazníci začnou platit, uvidí, jak blízko jsou k získání dopravy zdarma, a popostrčí je, aby přidali ještě něco navíc. Když si například zákazník koupí notebook, blok pro upsell může navrhnout přidání pouzdra na notebook. To nejen zvyšuje průměrnou hodnotu objednávky (AOV), ale také zlepšuje zážitek zákazníka z nakupování tím, že nabízí relevantní a hodnotné doplňky.
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Chcete více příležitostí k upsellingu? Získejte okamžitý přístup ke kompletní příručce.
Upselling nekončí u pokladny! Odemkněte a pokračujte ve čtení ještě osvědčenějších strategií, které zajišťují vyšší průměrnou hodnotu objednávky v každé fázi cesty zákazníka – od stránek pokladny na jedno kliknutí až po další prodej po nákupu, jako je sledování a stav objednávky. (Pošleme vám také PDF.)
Skryté příležitosti: Klíčové oblasti pro zvýšení AOV po pokladně
Přechod za stránku pokladny je nezbytný pro každou úspěšnou strategii dalšího prodeje – a je to jedna z často opomíjených částí cesty. Většina obchodníků přestane nabízet další produkty nebo slevy, jakmile zákazník dokončí nákup, a promeškají mnoho příležitostí k upsell a zvýšení AOV.
Upselling na stránce One Click Upsell
The One Click Upsell (OCU) page is a powerful tool for increasing AOV. This page appears right after a customer’s initial purchase, prompting them to buy additional items or upgrade their purchase. It's an effective time to upsell because the customer is already in a buying mindset.
Here are some tips for upselling on the OCU page:
- Offer relevant, complementary products: Recommend products that complement the customer's purchase or offer an upgraded version of an item.
- Create a sense of urgency: To create a sense of urgency and encourage customers to buy more, consider offering a limited-time discount or special offer for purchasing on the OCU page.
- Keep the process simple: Make sure the OCU page is user-friendly and easy to navigate, with a clear call-to-action for adding additional products to the cart.
Hra: Navrhněte doplňkové předměty
Přidejte možnost navýšení objednávky na stránku OCU, abyste zákazníkům nabídli doplňkový produkt, případně za zvýhodněnou cenu. To lze provést pomocí „doplňkového“ doporučení AI algoritmu a pravidel merchandisingu k doporučení produktů pod určitou částku pro speciální jednorázový nákup.
Nejlepší pro: zdraví a wellness, krásu, módu a oděvy, elektroniku
Here's how to implement this play:
1. Choose relevant products: Use product tagging and AI to identify complementary products with the customer's purchase. For example, if they buy a face cream, offer a toner or serum as an order bump.
2. Offer a discount: Consider offering the complementary product at a discounted price to incentivize customers to add it to their purchase. This can be done by setting up merchandising rules for dynamic pricing.
3. Keep it simple: Ensure the order bump is easy to understand and add to the cart without adding friction to the checkout process. Also, ensure the add-on product can be easily added to the customer's cart with a single click.
4. Test and track performance: Keep a close eye on how many customers add the order bump to their purchase and its impact on AOV. Make adjustments as needed to optimize this strategy.
Spotlight: Best Buy
Doplňkové produkty se nemusí omezovat pouze na fyzické položky. Někdy přicházejí ve formě doplňkových služeb. Best Buy nabízí plány ochrany produktu před nákupem a po nákupu.
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Hrát: Upsell na vylepšený produkt
On the OCU page, present the customer with complementary products from their initial purchase or best sellers. This boosts average order value and ensures our customers receive even greater satisfaction from their choice.
Nejlepší pro: krásu, módu a oblečení
To effectively implement this upsell strategy:
1. Suggest higher-priced items: Recommend upgrading the customer's initial purchase. For example, if your customer buys a single unit of lipstick, you could offer a more premium version with additional benefits.
2. Highlight the benefits: Communicate the added value of the upgraded product. Give customers a reason to spend more and make that purchase decision immediately. For instance, you could mention that the complementary product has a long-lasting formula or better ingredients.
3. Offer a special discount: Consider offering a special discount for upgrading on the OCU page, making the choice more appealing to customers. For the lip liner promotion, you could make it more appealing by offering 50% off to entice the customer.
4. Make it easy to upgrade: Ensure customers can easily switch to the upgraded product without redoing their entire purchase. Consider offering a one-click option to switch to the higher-priced item.
5. Monitor performance: Track the number of customers who choose to upgrade and the overall impact of this play on AOV. Adjust your offer as needed to optimize this strategy.
Zaostřeno: DIME Beauty
DIME Beauty používá stránku One-Click Upsell (OCU) k propagaci SKU s nižšími náklady na zboží a nadbytečným inventářem. Tato celková strategie vedla k výraznému zvýšení AOV o 50,88 %.
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Upselling na stránce s poděkováním a stavem objednávky
The Thank You and Order Status pages are another opportunity to upsell and increase AOV after the customer has completed their purchase.
When upselling on the Thank You and Order Status pages:
- Strike while the iron is hot: Use language that conveys a sense of excitement and urgency to encourage customers to make another purchase.
- Recommend relevant products: Use AI to identify products frequently bought with the customer's initial purchase or offer related products at a discounted price.
- Keep it simple: Make sure the upsell options are easy to add to the cart and don't require much additional effort from the customer.
Play: Nabídka souvisejících produktů
Like offering complementary products on the OCU page, you can use triggers and tagging to recommend related products on the Thank You and Order Order Status pages. This allows customers to add more items to their cart that they may have missed during their initial purchase.
Nejlepší pro: Módu a oděvy
To effectively implement this cross-sell strategy:
1. Identify complementary items: Use triggers to identify complementary and related products. This can be done using the “Complements” AI algorithm rule. For example, recommend matching shoes or accessories if the customer buys a dress.
2. Highlight the benefits: Through product descriptions, images, and customer reviews, clearly communicate how these products will enhance the customer's initial purchase and add value to their overall experience.
3. Offer a discount: On the thank you page, consider offering a special discount for purchasing related products to entice customers to add more items to their carts. One-time discounts create a sense of urgency and encourage customers to purchase more.
4. Make it easy to add to the cart: Ensure the recommended products can be easily directed to the product detail page with a single click.
5. Track performance: Track the number of customers who choose to cross-sell and its impact on AOV. Adjust as needed to optimize this strategy.
Zaostřeno: Heroine Sport
Poté, co si uživatel zakoupí sadu legín, Heroine Sport použije svou stránku s poděkováním k propagaci dalších produktů ze stejné řady. Jde o snahu zacílit na zákazníky produkty šité na míru jejich vkusu.
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Hrát: Nabídněte věrnostní program
A loyalty program is another way to encourage customers to spend more after checkout. By offering rewards or discounts for future purchases, loyalty programs encourage customers to spend more to earn benefits.
Nejlepší pro: Krásu, Jídlo a Nápoje
Here's how to implement this upsell strategy:
1. Connect your loyalty program: If you have an existing one, you can use it to incentivize customers to spend more. On the thank you page, offer a special discount or reward if they sign up for your loyalty program.
2. Promote exclusive offers: Use the Thank You or Order Confirmation page to promote exclusive offers or early access to sales for loyalty program members. This encourages customers to sign up and spend more to take advantage of these benefits.
3. Use urgency and scarcity: Phrases like "Limited time offer" or "Join now to start earning rewards" create a sense of urgency and encourage customers to sign up for the loyalty program before completing checkout.
4. Personalize the program: Use data-driven insights to personalize the loyalty program based on the customer's past purchases, preferences, and behaviors.
5. Monitor and track performance: Track the number of customers joining the loyalty program and their impact on AOV. Make adjustments as needed to optimize.
Zaostřeno: Sephora
Populární kosmetická značka vytvořila ve Spojených státech a Kanadě bezplatný program Beauty Insider, který zákazníkům umožňuje získávat body za své nákupy a vyměňovat je za odměny. Značka prezentuje věrnostní program ihned po úspěšném nákupu na stránce s poděkováním.
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Prodávejte více s každou transakcí pomocí upsellingu s umělou inteligencí od AfterShip.
Upselling na stránce sledování
The tracking page is another opportunity to upsell and increase AOV after the customer has completed their purchase.
Here are some tips for upselling on the Order Status or Tracking page:
- Highlight special deals or promotions: Use this page to offer customers exclusive discounts or promotions on related products.
- Offer upgrades or add-ons: Use AI algorithms to recommend upgrades or add-ons that enhance the customer's initial purchase.
- Use social proof: On this page, display reviews and testimonials from satisfied customers who have purchased additional products through upselling.
Přehrát: Poskytněte doporučení na stránce sledování
A strong feeling is attached to your order tracking page. When customers check this page, they usually feel strongly about the product they just purchased—they might be excited or even anxious about its delivery. And while they are still thinking about your products, this presents a wonderful opportunity to provide recommendations for the next purchase.
Nejlepší pro: Módní průmysl
To effectively implement this upsell strategy:
1. Use data-driven insights: Lean on AI to identify which products will most likely appeal to the customer and offer a special discount or promotion. This can be based on their past purchases, browsing history, and items frequently bought together.
2. Offer limited-time discounts: Use phrases like "Today only!" or "Limited stock available" to create a sense of urgency and encourage customers to make an additional purchase before their order is shipped.
3. Use visuals: Add eye-catching images or videos of the products offered to catch customers' attention and entice them to purchase. For example, if the customer has purchased a dress, show them a pair of shoes to complete the outfit.
4. Monitor performance: Track the number of customers who make an additional purchase on the Order Status or Tracking page and the impact on AOV. Use this data to continuously optimize and improve this upsell strategy.
Bodové světlo: Lesklejší
Glossier využívá cenné nemovitosti na své stránce sledování objednávek k navrhování personalizovaných doporučení a speciálních nabídek.
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Play: Sociální důkaz a recenze souvisejících produktů
Like the thank you or order confirmation page, you can use social proof and customer reviews to upsell on the order status or tracking page. This adds credibility and encourages customers to make an additional purchase.
Nejlepší pro: krásu, zdraví a wellness, módu a oděvy
To effectively implement this upsell strategy:
1. Identify complementary items: Recommend complementary or related products with high ratings and positive reviews. This will increase the likelihood of customers adding these products to their carts.
2. Display customer reviews: Showcase positive customer reviews and ratings to create trust and encourage the customer to make an additional purchase. Consider using phrases like "Join the thousands of satisfied customers" or "Highly rated by our customers" to showcase your positive reviews and build trust with potential buyers.
3. Make it easy to add to the cart: Direct customers directly to product detail pages, making it easier for people to complete their purchases with minimal clicks.
4. Track performance: Monitor the number of customers who buy based on social proof and its impact on AOV. Implement an A/B test to measure the impact of social proof on upsell conversions. Adjust as needed to optimize this strategy.
Zaostřeno: Manuka Doctor
Manuka Doctor obsahuje fotografie, videa a texty vytvořené zákazníky, které představují produkty v reálném světě. To poskytuje relevantní důkaz o hodnotě produktu spolu se skutečnými recenzemi zákazníků.
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Udělejte více v každé fázi cesty zákazníka
Implementing upselling tactics at different points in the customer journey is key to boosting revenue and AOV while improving customer satisfaction and loyalty.
Use the plays from this playbook at each stage of the customer journey. Continuously test, track, and optimize to find the best strategies for your business. By using data and focusing on personalized recommendations, you can upsell and increase revenue while enhancing customer experience.
So don't limit yourself to just one upselling opportunity—explore all the possibilities throughout the customer journey and see your profits grow.
*If you're looking for the most seamless way to implement every play explored in this playbook, try AfterShip Personalization today!*
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