Creating an online store and boosting sales through cross-selling
The main purpose of creating an online store is, of course, to make a profit through the sale of various goods. And the bigger these sales, the higher the profit. In this regard, many owners are thinking before creating a new online store or redesigning an existing one: how to increase sales in an online store? It turns out that there is a very affordable way to solve the problem – to set up the so-called cross seling.
Cross selling (cross selling) is known in sales, including through online stores, a reception when buyers who have already selected any products are offered in addition to buy related products. For example, shoppers who choose a tablet or smartphone typically come with memory covers and memory cards, as well as bicycle buyers, tire pumps, and more.
The effectiveness of cross-selling as one way to increase the quantity of goods in the shopping cart and increase the profit from sales has been proven in online stores for a long time, but this does not mean that this method works by itself. Quite the contrary: it is necessary to think very carefully what, to whom, when and in what form to offer, that sales with the help of cross seling really increased. For this purpose it is useful to get acquainted with the main features of cross sales.
The main principle of cross-selling is the relevance of the offer: the buyer must receive an offer to buy other goods when he has already selected the main one. As a result, most often, cross-selling offers are formed directly on the product pages (“product cards”). Such offers are usually divided into two main types: complementary and spontaneous.
Complementary Cross Selling
Offers with additional goods on the main product page allow buyers to immediately complete the selected product with the necessary accessories, that is, such offers are based on the direct connection of goods with each other. For example, for a camera, a tripod, a memory card, a bag, batteries, a lens, and a set of filters can be associated with a camera, and for a rubber boat – electric pumps, sounders, safety vests, and more.
As a result, the buyer gets the opportunity, without wasting time searching, to buy everything you need right away, and this will be a great incentive to add items to your cart. And if the price of the received “set” is lower than if all the goods were bought separately, then the chances of a successful purchase increase. In addition, you can stimulate buyers by limiting the duration of the offer: for example, the discount on the kit with additional goods can be valid for only 1 week or 1 month.
Spontaneous cross seling
Spontaneous cross seling, in turn, is based not on direct but on the indirect link between the main and related products. An example of spontaneous cross-selling is the offer to buy a picnic set or a comfortable folding chair in addition to the barbecue. In the case of spontaneous cross-selling, discounts on the purchase of related products and restrictions on the discounted price are as effective as they are in cross-selling.
It should be noted that complementary cross-selling is considered to be more effective, because it allows buyers to provide a comprehensive solution to their problems. Therefore, this type of cross-selling is used more often. But when the target product cannot be matched with other products that complement it harmoniously, then they resort to spontaneous cross-selling.
How to make cross seling blocks in an online store?
When creating online stores, cross-selling offers are mostly implemented, as mentioned earlier, on the target product pages. However, this is by no means the only option: more blocks (“widgets”) cross seling can be placed on the confirmation page of adding goods to the basket and in the basket itself. However, whatever the outcome of the decision, it is important to note that the blocks of cross seling should be sufficiently visible, but not divert attention from the main product.
Cross seling offers can be made either manually or automatically. Manual selection of related products is more accurate, but if there are several thousand items in the online store, it is unlikely to be convenient. Therefore, they often resort to the use of different software algorithms to automatically select the target list of related products. These algorithms can be constructed according to different principles, for each online store they are different.