According to a study conducted by Forrester Research, companies that have adopted a cross-sell strategy have seen an increase in their average shopping cart of 10% to 30%. However, for this strategy to be successful, many elements must be taken into account in terms of UX, locations or even algorithms.
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Through these 10 key tips, discover everything you need to know to implement a cross-sell strategy worthy of the highest e-commerce standards.
1. Suggest recommendations at the most strategic moments of the buying journey
Location plays a crucial role in the success of a cross-sell strategy. Indeed, product suggestions must appear at the most opportune moments of the purchase path.Five locations are particularly effective:
â–¶ In the category pages
Product recommendations are useful within category pages to drive visitors to discover complementary products to the category they are interested in.
For example, the brand Pull IN uses this method to push its iconic underwear on the category page for new products.
â–¶ In the product pages
It's easy to guide visitors viewing a product page to discover complementary products. Traditionally placed below the product, the recommendation block encourages purchase by presenting complementary or similar products that the visitor may not have considered before.
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On the Alltricks website, when a visitor consults a mountain bike's product sheet, he or she can see a "you might like it too" section with recommendations of relevant products to offer in addition to the bike (helmet, gloves, inner tube...).
â–¶ When adding to cart
Offering recommendations right afteradding a product to the cart is a very effective strategy, as it occurs at the gateway between adding to the cart and checkout, offering a crucial opportunity to encourage the visitor to complete the cart. The Jacadi brand has adopted this strategy by proposing a block of recommendations presented in a pop up when a product is added to the cart.
â–¶ In the shopping cart page
At this stage of the buying process, the visitor is in an ideal state of mind to suggest complementary proposals, but be careful not to take him out of hisbuying tunnel! When you know that 70% of shopping carts are abandoned (Source Salescycle), it is crucial to offer relevant recommendations that can be added to the shopping cart in one click, without the visitor having to consult product pages again, at the risk of losing them.
â–¶ In the wishlist page
The wishlist page is an important feature for an e-commerce site, as it allows customers to save products they wish to purchase in the future.
Hircus has opted for this strategy by offering product recommendations that are derived from the entire wishlist.
2. Use attractive and personalized titles for recommendation blocks
It is important to take care of the titles of the recommendation blocks to make them attractive and relevant for the visitors. Generic titles such as "You'll like it too", "You might like it" or "Complete your cart" are commonly used, but it is recommended to personalize the titles according to the products offered to better capture the attention of visitors.
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For example, for a clothing store, headlines such as "The complete outfit" or "Matching accessories" are more effective. The objective is to give visitors a clear idea of the content of the recommendations while encouraging them to add products to their cart.
3. Rely on relevant recommendation algorithms
Thanks to artificial intelligence, it is possible to create very advanced models capable of proposing extremely relevant recommendations. To do this, algorithms are created and trained based on multiple data:
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- On-site analytics data: based on the principle of collaborative filtering, the site's historical analytics data are used to obtain product associations (e.g.: products most often purchased together, products most often seen together, etc.)
- Business rules that modify the results of the collaborative filtering to serve the editorial line or strategic objectives (e.g.: new products, seasonal products, etc.)
- Behavioral data which use the navigation of Internet users to modify the results and adapt them to the Internet user
- External data (margin, inventory, customer reviews, remaining amount for free or 3 times free delivery etc.) to influence the algo.
For example, at Patyka, each recommendation location on the site uses different algorithms adapted to the visitors' expectations at each stage of the journey:
â–¶ Category Page
Top selling most purchased category with most visited category
â–¶ Product page
Most viewed products with the viewed product
â–¶ Add to cart
Most purchased products with last added product
â–¶ Basket page
produits les plus achetés avec le produit le plus cher du panier, dont le prix est <80% du montant total du panier
4. Use the bundle strategy
Bundled offers, also known as bundles, can be useful as part of a cross-selling strategy for several reasons. First, they can help maximize the value of each transaction by offering several complementary products or services together at a low price.
In addition, they can provide a simplified shopping experience for customers by bundling multiple products or services into a single offer. Bundles can also encourage customers to discover new products or services, increasing the likelihood of cross-selling in the future.
Finally, bundles can add value for customers, as they can save money or gain exclusive access to certain products or services. Overall, bundles can be an effective cross-selling strategy to improve customer value and increase sales.
For the brand Rouje, which offers a range of cosmetic products, the proposal of packs is a must. From the product page of a lipstick, the brand proposes "sets" composed of a set of products. For the purchase of the pack, the brand offers a kit that encourages its customers to fall for the offer.
5. Offer discounts and sliding scale prices
Various promotional strategies can be implemented to encourage visitors to buy more products, such as "2+1 free" or "second one down" offers. These offers encourage visitors to buy more products, especially when offered on inexpensive and consumable products, and can encourage them to try new products.
The brand Respire opts for regressive prices according to the quantity of products purchased.
6. Create a sense of urgency to drive purchase
Creating a sense of urgency as part of a cross-selling strategy can be effective in getting customers to make buying decisions faster. Here are some ideas on how to do this:
- Offer time-limited offers: Creating time-limited special offers can encourage customers to act quickly. For example, you could offer a free discount or gift for customers who purchase a specific product or service within the next 24 hours.
- Highlight limited inventory: If you have limited inventory for a product, you can highlight this limitation to encourage customers to buy quickly before the product runs out.
- Show the amount left to spend for free shipping: Whether it's at the time of adding a product to the cart or in the shopping cart page, an effective method is to show a progress bar illustrating the amount left to spend for free shipping. Combined with a selection of complementary products that match the remaining amount, you maximize the chances of additional additions to the cart.
7. Integrate advanced features into recommendation blocks
To optimize the effectiveness of this recommendation section, it is desirable to facilitate its use by integrating several features such as :
â–¶ A size and color selector
With direct selection shortcuts from the product thumbnail, the user journey is simplified. The provision of shortcut features, such as size or color selection, greatly enhances the user experience.
â–¶ Quick add to cart
Quick add to cart is a very useful feature in the recommendation blocks, allowing the user to add the product directly to the cart without going through the product page.
â–¶ Multi-recommendation section
To maximize theeffectiveness of recommendations, some brands choose to integrate different recommendations in the form of tabs, allowing the user to switch from one type of recommendation to another. This maximizes the chances ofengaging the visitor and increases the relevance of these recommendations.
For example here at Bash, the recommendations block allows you to consult :
- products similar to the product on the page
- other products seen during the session
- other long dresses
â–¶ Quick add to wishlist
Adding products to the wishlist directly from the recommendation blocks maximizes the potential of the wishlist and can ultimately help increase sales.
8. Adopt a cross-channel strategy to display recommendations
In addition to providing recommendations directly on the website, it is also possible to distribute them via other channels. This approach creates new relevant touch points with the recommendations.
â–¶ By Email
A good practice is to suggest complementary products in an order confirmation email, which allows suggesting items consistent with the customer's purchase.
â–¶ Via chatbot
Chatbots can play an important role in recommending personalized products on an e-commerce site by using artificial intelligence and machine learning to analyze customer data and provide relevant recommendations.
For example, a chatbot can be programmed to greet visitors and offer personalized assistance by asking questions about their preferences and needs. Based on the answers, the chatbot can recommend relevant and personalized products for the customer, as well as promotions or special offers.
9. Follow the right KPIs to manage your cross-sell
To optimize the ROI of a cross-sell strategy, it is essential to track relevant KPIs. Here are some of the most important indicators:
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- Usage rate: measures the number of times visitors clicked on these recommendations compared to the number of times the recommendation block was visible or available. This rate allows you to measure the effectiveness of the recommendation block in terms of visitor engagement and conversion into sales.
- Average cart: measures the average amount spent by each customer on a purchase. This KPI is important because it allows you to track the impact of the cross-sell strategy on overall sales.
- Conversion rate: measures the number of sales made in relation to the number of visitors to the site. This KPI is important since it indicates if the cross-sell strategy is effective in helping visitors find what they came for.
- Retention rate: measures the number of customers who return to make a new purchase. This KPI is important because it shows the effectiveness of the cross-sell strategy to retain existing customers.
By tracking these KPIs, you can evaluate the effectiveness of your cross-sell strategy and adjust your approach based on the results.
10. Optimize the strategy on an ongoing basis through AB testing
Regular AB testing allows you to test variations in the user experience and compare the results with a baseline version to determine which variation is most effective. In the case of a cross-sell strategy, AB tests can be used to evaluate the effectiveness of product recommendation blocks by comparing different scenarios and/or locations to identify which one generates the most sales and revenue.
For example, one of our client brands conducted a three-month AB test to evaluate the relevance of the display rules for its recommendation blocks:
- Group A: Recommendation display associating both the most frequently visited products with this product + the top sellers of the category + the top sellers of the site
- Group B: Same rules, but filtered recommendations for the first 2 locations on new products
| Group | Users | Rate of use | average order value | Revenue per user |
|---|---|---|---|---|
| A | 100000* | 8.9% | 76.90€ | 16.85€ |
| B | 100000* | 7.3% | 74.71€ | 16.34€ |
| Group | A | B |
|---|---|---|
| Users | 124k | 123k |
| Rate of use | 8.9% | 7.3% |
| average order value | 76.90€ | 74.71€ |
| Revenue per user | 16.85€ | 16.34€ |
Usage rate, average cart, and revenue per user are higher in Group A than in Group B, indicating that unfiltered recommendations were more effective in increasing user engagement and revenue.
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*number of users normalized over the period for confidentiality reasons
In conclusion, the cross-sell strategy is an essential lever for e-retailers wishing to maximize their sales and improve the user experience.
By providing relevant and personalized recommendations, using attractive bundles, optimizing placement and layout, and using complementary channels, e-retailers maximize the impact of their strategy.
However, it is important to follow the results carefully and not to hesitate to reconsider the strategy if the results are insufficient. A/B tests can be a valuable tool to maximize theeffectiveness of the cross-sell strategy.
