5 Tips to improve your cross-selling.

You want to make product recommendations but do not know where to start? Your strategy deserves to be refined or even modified? WMB gives you a simple method to work your product recommendations on your online sales site. 3, 2, 1, let's go!

By Team WMB, 3 December 2018

The cross-sell strategy evolves as fast as the amount of data that your online sales site collects. Help your customers get what they want with product recommendation and your finances will thank you.

The purpose of your website is not to sell products at all costs but to satisfy the needs of your customer. For what reasons will you tell me? I will answer "To ensure a satisfactory customer experience", ie an optimized user experience of your e-commerce site and thus:

  1. Improve customer satisfaction
  2. Transform new customers
  3. Increase the recommendation of your offer by your customers to new prospects
  4. Stand out from the competition
  5. Optimize your marketing expenses

Cross-selling (or additional sales) is considered as a sub-category of products or an insert of "consulting products" that benefit both the online store that practices this only to the buyer.

This cross-selling technique involves suggesting products that match the products or page the visitor is viewing.
For example, your visitor is on the product page of a digital camera, it is then displayed additional inserts that contain a bag, lenses and / or accessories that match the range of the product accessed.

On the web you can not really take the initiative to talk to customers and ask questions. Yet an effective cross sell requires that you understand both your customer (based on age, gender, financial situation, location ...) and your product catalog.

So how to do it without a salesman? This is where the data and your product knowledge and business largely compensate for this lack of interaction which at first can hinder cross selling.

Here are 5 ways to help your team sharpen their cross-selling strategies.

1. Have a marketing and marketing plan.

Animate your product recommendation inserts with marketing and sales campaigns based on your highlights. It does not need to be elaborated, but consider following the seasonality of your products and collections.

These more or less ad hoc campaigns will allow you to measure the performance of your actions for each recommendation block.

Here are some examples that may suggest business campaigns to work to help you:

  1. Launching your new collections
  2. Valentine
  3. Private Sales
  4. Sales
  5. Black Friday
  6. Christmas ...

2. Work on a recommendation plan.

A recommendation plan helps define a strategy around the product recommendation. You need to define one or more locations associated with cross-selling techniques to evolve your strategy and enable high cross-selling or up-selling cross-selling performance.

A / B tests are a good alternative to the recommendation plan, which makes it possible to ensure the performance of your blocks with the different cross-selling techniques available.

The sites for recommendations on your online sales site can be positioned on your pages categories, products, homepage, search results, 404 or pages C.M.S.

There are several techniques for organizing the suggestion of cross-selling products:

  • Complementary: You offer products that can serve you with the item you want to buy, for example related accessories.
  • Identical category: You offer products that are similar, such as products of the same brand or with the same characteristics.
  • Similar behavior: In this case, other products purchased by customers who have the same purchasing behavior are offered. This is typically what we often see in the form "Our customers also liked".

3. Update your collection regularly.

Recommendations should target the products that people want to buy and avoid displaying outdated products that do not meet the immediate needs of the customer.

Remember to clean your catalog by disabling unnecessary products. For example, if you offer products that have never been purchased in the past few months as an add-on product, it is unlikely that your customer will help motivate them to buy it.

Focus more specifically on the relevant products that customers want to buy today.

4. View products in stock.

View recommended products in stock to ensure you get an optimized discovery for your customers. The goal is to present a complete offer to your visitors. A seller in a physical store will never show a product out of stock that has a 100% chance of compromising the sale.

Also, consider making a rule to filter and display your products with a top stock 0.

5. Follow the activity of your cross sales.

Cross-sell tracking provides new information on how to improve sales of related products and services.

The data helps identify products that are not cross-selling based on clicks, cartings, and sales.

You can also set up a ratio that will allow you to measure your cross-sell and set a goal of additional products sold that can be calculated on new customers over the course of 30 years. first days after a purchase.

In conclusion, cross-selling is a great way to increase the average basket of your online store. However, do not cross-sell, despite common sense or chance. Submit articles that may be of interest to the buyer in one way or another.

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