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Dlaczego ważne jest priorytetowe traktowanie sprzedaży dodatkowej
Upselling leży u podstaw zrównoważonego wzrostu dla sprzedawców e-commerce — jeśli jest przeprowadzany prawidłowo, jest skutecznym sposobem na zapewnienie dodatkowej wartości i zwiększenie sprzedaży. Na szczęście algorytmy AI sprawiają, że zaawansowana upselling jest dostępna dla sklepów internetowych dowolnej wielkości. Jest to szczególnie ważne w obliczu wyzwań, z którymi obecnie mierzy się wielu sprzedawców:
- Ograniczone budżety z powodu ogólnie słabszego globalnego rynku.
- Zwiększona konkurencja, skutkująca wyższymi kosztami pozyskiwania klientów.
- Niższy zwrot z inwestycji (ROI) przy obecnych procesach i rozwiązaniach, które nie przynoszą dobrych rezultatów.
Kluczowa strategia przezwyciężenia tych wyzwań? Opanowanie sztuki upsellingu.
Wyobraź sobie zwiększenie przychodów swojej marki o dodatkowe 5% lub osiągnięcie zdumiewającego zwrotu z inwestycji nawet 60x — wszystko dzięki upsellingowi. Doświadczeni sprzedawcy e-commerce stosują strategie upsellingu (takie jak te, które znajdziesz w tym e-booku) w całej ścieżce klienta, aby osiągnąć takie rezultaty. Wykorzystują sztuczną inteligencję i narzędzia, takie jak Personalizacja AfterShip, aby zwiększyć zaangażowanie klientów — umożliwiając markom dostosowywanie sprzedaży dodatkowej z niezwykłą precyzją, gwarantując, że każda interakcja z klientem będzie okazją do zdobycia lojalności.
Kiedy i gdzie dokonać sprzedaży dodatkowej
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.)
Czytanie tego podręcznika
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.
Sprzedawaj więcej przy każdej transakcji dzięki wspomaganemu sztuczną inteligencją upsellingowi od AfterShip.
Spraw, aby każda transakcja się liczyła: sprzedaż dodatkowa na stronie realizacji transakcji
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.
Odtwórz: Polecaj tańsze przedmioty
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.
Najlepsze dla: mody i odzieży
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.
W centrum uwagi: Jefree Star Cosmetics
Jefree Star sugeruje przedmioty, które uzupełniają ich początkowy zakup. W poniższym przykładzie widzimy, że zespół sugeruje lusterko ręczne i inny rodzaj szminki. Oba przedmioty są tańszymi dodatkami. Ta strategia zwiększa wrażenia z zakupów i inteligentnie wprowadza idealny produkt dodatkowy, nie przytłaczając kupujących droższymi alternatywami.
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Odtwórz: Zachęcaj do zakupów za pomocą bezpłatnych próbek
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.
Najlepsze dla: Urody, Zdrowia i Dobrego Samopoczucia
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.
W centrum uwagi: Sephora
Sephora oferuje próbki do każdego zamówienia. Jednak ograniczają liczbę dostępnych próbek na zamówienie. W ten sposób nie rozdają zbyt wielu produktów, a klienci wrócą, aby wypróbować nowe produkty przy następnym zakupie.
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Odtwórz: „Kup więcej, zaoszczędź więcej” przy kasie
Like creating a bundle deal before the customer reaches the checkout page, a bundle can also be an effective upsell strategy during checkout.
Najlepsze dla: Uroda, Zdrowie i dobre samopoczucie, Moda i odzież
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.
W centrum uwagi: DIME Beauty
DIME Beauty świetnie radzi sobie z rekomendowaniem uzupełniających przedmiotów do dodania do zakupu. Chociaż możesz kupić przedmioty osobno, ich łączenie zwiększa wygodę i odblokowuje dodatkowe zachęty, takie jak rabaty, dodając więcej wartości kupującym, którzy są już gotowi na konwersję.
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Odtwórz: Minimalne zamówienie/próg dla darmowej wysyłki
Offering free shipping is a great way to incentivize customers to increase their purchase amount and boost AOV.
Najlepsze dla: Moda i odzież, Żywność i artykuły spożywcze, Elektronika
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.
W centrum uwagi: DiscStore.com
Gdy klienci rozpoczynają realizację transakcji, widzą, jak blisko są darmowej wysyłki, co zachęca ich do dodania czegoś więcej. Na przykład, gdy klient kupuje laptopa, blok sprzedaży dodatkowej może sugerować dodanie etui na laptopa. To nie tylko zwiększa średnią wartość zamówienia (AOV), ale także ulepsza doświadczenie zakupowe klienta, oferując istotne, wartościowe dodatki.
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Chcesz więcej okazji do sprzedaży dodatkowej? Uzyskaj natychmiastowy dostęp do kompletnego playbooka.
Upselling nie kończy się na kasie! Odblokuj, aby czytać dalej jeszcze więcej sprawdzonych strategii, które zwiększają średnią wartość zamówienia na każdym etapie ścieżki klienta — od stron płatności jednym kliknięciem po upselling po zakupie, takich jak śledzenie i status zamówienia. (Wyślemy Ci również plik PDF.)
Ukryte możliwości: Kluczowe obszary zwiększenia AOV po realizacji transakcji
Wyjście poza stronę płatności jest kluczowe dla każdej udanej strategii upsellingu — i jest to jeden z często pomijanych etapów podróży. Większość sprzedawców zaprzestanie oferowania dodatkowych produktów lub rabatów po zakończeniu zakupu przez klienta i traci wiele okazji do upsellingu i zwiększenia średniej wartości zamówienia.
Sprzedaż dodatkowa na stronie sprzedaży dodatkowej za pomocą jednego kliknięcia
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.
Odtwórz: Zaproponuj elementy uzupełniające
Dodaj opcję order bump na stronie OCU, aby zaoferować klientom produkt uzupełniający, potencjalnie po obniżonej cenie. Można to zrobić za pomocą algorytmu AI rekomendacji „uzupełniających” i reguł merchandisingowych, aby polecić produkty poniżej określonej kwoty na specjalny jednorazowy zakup.
Najlepsze dla: Zdrowia i dobrego samopoczucia, Urody, Mody i odzieży, Elektroniki
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.
W centrum uwagi: Best Buy
Produkty uzupełniające nie muszą ograniczać się do przedmiotów fizycznych. Czasami występują w formie dodatkowych usług. Best Buy oferuje plany ochrony produktu przed zakupem i po zakupie.
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Odtwórz: Sprzedaż dodatkowa ulepszonego produktu
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.
Najlepsze dla: Uroda, Moda i Odzież
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.
W centrum uwagi: DIME Beauty
DIME Beauty używa strony One-Click Upsell (OCU) do promowania SKU z niższym kosztem towarów i nadwyżkami zapasów. Ta ogólna strategia przyniosła zauważalny wzrost AOV o 50,88%.
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Sprzedaż dodatkowa na stronie z podziękowaniami i statusem zamówienia
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.
Odtwórz: Oferuj powiązane produkty
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.
Najlepsze dla: mody i odzieży
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.
W centrum uwagi: Heroine Sport
Po zakupieniu przez użytkownika zestawu legginsów, Heroine Sport wykorzystuje swoją stronę z podziękowaniami, aby promować dodatkowe produkty z tej samej linii. Jest to próba dotarcia do klientów z produktami dostosowanymi do ich gustów.
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Odtwórz: Zaoferuj program lojalnościowy
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.
Najlepszy dla: Uroda, Jedzenie i Napoje
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.
W centrum uwagi: Sephora
Popularna marka kosmetyków stworzyła bezpłatny program Beauty Insider w Stanach Zjednoczonych i Kanadzie, umożliwiający klientom zdobywanie punktów za zakupy i wymianę ich na nagrody. Marka promuje program lojalnościowy natychmiast po udanym zakupie na stronie z podziękowaniami.
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Sprzedawaj więcej przy każdej transakcji dzięki wspomaganemu sztuczną inteligencją upsellingowi od AfterShip.
Sprzedaż dodatkowa na stronie śledzenia
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.
Odtwórz: Udostępniaj rekomendacje na stronie śledzenia
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.
Najlepszy dla: Branży modowej
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.
W centrum uwagi: Glossier
Firma Glossier wykorzystuje cenne informacje na swojej stronie śledzenia zamówień, aby proponować spersonalizowane rekomendacje i oferty specjalne.
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Odtwórz: Społeczny dowód i recenzje powiązanych produktów
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.
Najlepsze dla: Uroda, Zdrowie i dobre samopoczucie, Moda i odzież
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.
W centrum uwagi: Lekarz Manuka
Manuka Doctor zawiera zdjęcia, filmy i teksty stworzone przez klientów, prezentujące produkty w rzeczywistych warunkach użytkowania. Zapewnia to wiarygodne dowody wartości produktu, wraz z rzeczywistymi opiniami klientów.
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Zrób więcej na każdym etapie podróży klienta
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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