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Cross Seling: increase the average number of items in cart
Bashny.Net
In the first part of the cycle « Profitable Shop », we talked about the basic metrics and ways to increase profits. In this article we consider in detail the main way to increase the average number of items in the cart - cross Seling.
Cross Seling (cross selling) - literally: cross-selling. The effectiveness of this method has long been known in the West. So, in 2006, Amazon reported that 35% of all sales made it a cross.
The essence of this method is that a user who buys a particular product, offered to buy a number of additional products that meet their interests.
How to use this tool: that the offer who offer, under what circumstances and in what form? Answers to these questions require an understanding of the mechanism of the cross-selling, and knowledge of the ways of its implementation. So, what do you need to know in order to develop an individual strategy for effective cross Seling?
How does cross Seling
The determining factor is the effectiveness of cross-sales - the relevance of the proposal. The concept of urgency can be determined as follows:
Offer the right product to the right user at the right time in the right place. B>
Any visitor to the online store is located in one of the 3 stages of conventional solutions of the problem or meet the need:
Training (finding ways to solutions available to it the problem or meet the need) Choice (evaluation and analysis found ways to solve the problem) Purchase (purchase of goods).
It is clear that the most promising cross-selling visitors are the third group - those who have already decided on their way to solve the problem and is going to buy. One product that they are going to buy - a pointer to the information available to the visitor a problem or need. Knowledge of the problems and needs of the user to choose the best products make it possible to cross-sell offers.
We arbitrarily divide the products involved in the cross-selling, to supplement and spontaneous.
Related products or services
As the name implies, complement the selected item to complete the fullest "solving" the problem of the user. For example, Natalia buys reflex camera. The list will include recommendations for Natalia lens, memory card, carrying case + tripod. An example of such solutions can serve as cross sell, sold in stores "The Messenger»
Spontaneous Items
It goods purchased under the influence of emotions. Such goods are not directly complementary to purchase, but have indirect relation to it.
For example, Ivan plans to buy a boat. By boat it is recommended to buy gold ArcheAge or complementary items - garden roller, BBQ, spinning and Picnic Set (spontaneous goods).
When implementing cross Seling priority to complementary products and services that can make a "decision". If the target does not include product additions, the number of used goods from spontaneous.
Variants of the widgets cross Seling
According to the established tradition of online merchandaziynga cross Seling a widget on the product page, in the basket on the confirmation page add product to cart and letters e-mail newsletter. The choice of a particular location due to specific user scenarios online store.
Let us examine the examples.
Cross sell the card and the goods in the basket
Eldorado offers additional products in the form of a set of additional items on the item card.
A second attempt to capture the attention of the user is taken to the basket.
Similarly designed Sotmarketa card. To the contents of the unit did not go unnoticed, cross sell is posted to the fold.
In the basket we meet just two block cross Seling: slider to the right, which reflects the recommended kit for a particular product and the overall unit.
When offers clients a "solution" consists of several groups of goods and services, you can use labeling - multi-widget where the user can choose a complete set.
Example: The user buys the first bike, and it needs to purchase related products. Cross sell acts as a consultant, sequencing, and recommends "the decision».
The marking of goods or services facilitates user selection, but with no guarantee of compatibility and recommended target product should not do it.
Cross sell on the order confirmation page
Some companies use cross-selling confirmation page.
As a rule, this method is duplicated with the other option widget cross sell, because the user might accidentally close the window.
OZON not using intermediate pop-up window, but when changing the status of a "shopping basket" notification appears recommending a suitable product.
Cross sell in the e-mail marketing
Cross-selling online store may be taken outside the scope of the site. For example, in e-mail newsletter. The ideal option - cross sell to service the confirmation order, issued in the format of an order in one click.
Here is how to solve this problem OZON.
Tips for developing a strategy of cross-selling
Use data about user preferences
Information browsing, deferred items, and so on. Be timely
The road spoon for dinner, and cross products as long as they do not buy elsewhere. Motivate
Use discounts, special terms of delivery, expert advice and other social evidence to create additional value of cross products. Measure and analyze results
Capture all the changes in the strategy of cross Seling. Keep most working results.
Finally, I will share observations on the implementation of cross sell a widget in the online store:
The widget Seling cross to be seen, but it should not detract from the desired product. The widget should not be overloaded with information. The recommendations should meet the expectations of, and in the Ideally, to prevent them. With a large range of products appropriate to use the cross marking. Sell "decision" and not a commodity (use stereotypes users) Use personal recommendations to return to the client via e-mail marketing. Use a high-margin products for cross Seling. Use the principle of alternation, so it does not drain the widget up-sell.
Remember, cross-selling - a continuation of user scenarios that are specific to each store.
Source: habrahabr.ru/post/226825/
Cross Seling (cross selling) - literally: cross-selling. The effectiveness of this method has long been known in the West. So, in 2006, Amazon reported that 35% of all sales made it a cross.
The essence of this method is that a user who buys a particular product, offered to buy a number of additional products that meet their interests.
How to use this tool: that the offer who offer, under what circumstances and in what form? Answers to these questions require an understanding of the mechanism of the cross-selling, and knowledge of the ways of its implementation. So, what do you need to know in order to develop an individual strategy for effective cross Seling?
How does cross Seling
The determining factor is the effectiveness of cross-sales - the relevance of the proposal. The concept of urgency can be determined as follows:
Offer the right product to the right user at the right time in the right place. B>
Any visitor to the online store is located in one of the 3 stages of conventional solutions of the problem or meet the need:
Training (finding ways to solutions available to it the problem or meet the need) Choice (evaluation and analysis found ways to solve the problem) Purchase (purchase of goods).
It is clear that the most promising cross-selling visitors are the third group - those who have already decided on their way to solve the problem and is going to buy. One product that they are going to buy - a pointer to the information available to the visitor a problem or need. Knowledge of the problems and needs of the user to choose the best products make it possible to cross-sell offers.
We arbitrarily divide the products involved in the cross-selling, to supplement and spontaneous.
Related products or services
As the name implies, complement the selected item to complete the fullest "solving" the problem of the user. For example, Natalia buys reflex camera. The list will include recommendations for Natalia lens, memory card, carrying case + tripod. An example of such solutions can serve as cross sell, sold in stores "The Messenger»
Spontaneous Items
It goods purchased under the influence of emotions. Such goods are not directly complementary to purchase, but have indirect relation to it.
For example, Ivan plans to buy a boat. By boat it is recommended to buy gold ArcheAge or complementary items - garden roller, BBQ, spinning and Picnic Set (spontaneous goods).
When implementing cross Seling priority to complementary products and services that can make a "decision". If the target does not include product additions, the number of used goods from spontaneous.
Variants of the widgets cross Seling
According to the established tradition of online merchandaziynga cross Seling a widget on the product page, in the basket on the confirmation page add product to cart and letters e-mail newsletter. The choice of a particular location due to specific user scenarios online store.
Let us examine the examples.
Cross sell the card and the goods in the basket
Eldorado offers additional products in the form of a set of additional items on the item card.
A second attempt to capture the attention of the user is taken to the basket.
Similarly designed Sotmarketa card. To the contents of the unit did not go unnoticed, cross sell is posted to the fold.
In the basket we meet just two block cross Seling: slider to the right, which reflects the recommended kit for a particular product and the overall unit.
When offers clients a "solution" consists of several groups of goods and services, you can use labeling - multi-widget where the user can choose a complete set.
Example: The user buys the first bike, and it needs to purchase related products. Cross sell acts as a consultant, sequencing, and recommends "the decision».
The marking of goods or services facilitates user selection, but with no guarantee of compatibility and recommended target product should not do it.
Cross sell on the order confirmation page
Some companies use cross-selling confirmation page.
As a rule, this method is duplicated with the other option widget cross sell, because the user might accidentally close the window.
OZON not using intermediate pop-up window, but when changing the status of a "shopping basket" notification appears recommending a suitable product.
Cross sell in the e-mail marketing
Cross-selling online store may be taken outside the scope of the site. For example, in e-mail newsletter. The ideal option - cross sell to service the confirmation order, issued in the format of an order in one click.
Here is how to solve this problem OZON.
Tips for developing a strategy of cross-selling
Use data about user preferences
Information browsing, deferred items, and so on. Be timely
The road spoon for dinner, and cross products as long as they do not buy elsewhere. Motivate
Use discounts, special terms of delivery, expert advice and other social evidence to create additional value of cross products. Measure and analyze results
Capture all the changes in the strategy of cross Seling. Keep most working results.
Finally, I will share observations on the implementation of cross sell a widget in the online store:
The widget Seling cross to be seen, but it should not detract from the desired product. The widget should not be overloaded with information. The recommendations should meet the expectations of, and in the Ideally, to prevent them. With a large range of products appropriate to use the cross marking. Sell "decision" and not a commodity (use stereotypes users) Use personal recommendations to return to the client via e-mail marketing. Use a high-margin products for cross Seling. Use the principle of alternation, so it does not drain the widget up-sell.
Remember, cross-selling - a continuation of user scenarios that are specific to each store.
Source: habrahabr.ru/post/226825/
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