Want Fries and Shoes With That?
Each change in upsell script or offer had an impact that helped us take the next step in refining and prioritizing the upsells. In fact, this client offers a total of six upsells, including an expedited shipping upsell and a free bonus to buyers who convert from multiple installment payments to a single payment. It sounds complex and a bit too much, but since each upsell was developed to support and enhance the main product, customers are not put off.
In addition, two of the upsells are, in fact, down-sells from other upsells. In other words, customers are offered the full set of workout programs for three payments of $29; if this offer is too much for their budget, they are offered the down-sell from this upsell of four workout programs. Together the workout program offers (upsell and down-sell) convert 25 percent of the customers; alone each only converted 10 percent to 15 percent.
Where to Draw the Line
What kind of upsell or cross-sell value should you consider? While some feel a general rule is 20 percent to 25 percent of the original order value, years of experience have shown me that relevancy is more critical to customers than the exact amount. The fitness equipment marketer I mentioned has one upsell that runs 60 percent of the base price of the original order. A cosmetics marketer is able to upsell skin care items for a price point 30 percent higher than the base price of the original order and still garner a 35 percent cross-sell conversion. A word of caution: Don't try to move items no one wants; you won't be able to give away $5 items, no matter the discount or deal. Using upselling as a means of liquidating unwanted merchandise is a waste of time.
The Rep Factor