Any experience with where to put upsell and cross sell options?

21 Jan 2013 - 9:48am
1 year ago
7 replies
2651 reads
Ali Naqvi
2008

Hello,

I am the new Online Campaign Coordinator for a major web commerce site.

My task is also to improve the UX and improve sales.

Unfortunately there is no upsell option for a buyer when he chooses a product.

Do you guys have any experience with when to add such an option? Should it be listed together with the product before being chosen or after the product has been bought?

I have the attached following screen shots of what I want to A/B test.

Please note that before implementing ANY of these ideas, I need to talk with developers and the main UX team. If THEY approve and prioritize it, only then will it be able to be tested.

This screenshot shows what happens when a potential customer chooses a mobile phone. A pop up states that the item has been put into the cart. He/she can either go directly to the payment site or continue shopping.

1st screenshot

What I want to test is the following: To add a cover for the phone in the pop up:

Unavngivet.png

As you can see I have added two check boxes:

  1. "Protect your mobile against scratches. Cover only 149 kr.
  2. No thanks.

 

Also as it is at the moment, when you enter the payment information page, no upsell opportunity exists. I have added the mobile cover with its price and a "buy cover" button.

Udklip.PNG

This as you can see is AFTER the product has been chosen and when a customer is about to enter payment information.

Let me know your thoughts.

 

/Ali

 

 

 

AttachmentSize
Idea 1212.79 KB
Unavngivet.png18.45 KB
Udklip.PNG98.7 KB

Comments

21 Jan 2013 - 10:29am
Nathan Hornby
2011

Given the context you've provided I'd be inclined to go for the popup - I'll be keeping an eye on this though as it's always an interesting topic, and of courseā€¦ data, data, data.

For standard ecommerce environments I've seen good results from including up-sell at the point the user adds to basket, inline, as the buyer is able to factor in the upsell as part of their purchase; rather than providing more options after they've comitted to an action - it's also a lot softer; being specifically prompted to buy a product can come across as quite agressive from a salesmanship perspective (not to say it isn't effective).

21 Jan 2013 - 11:28am
EmilyHeath
2013

Testing we did showed that users objected to the use of the interstitial (your first example) for cross sell because it feels like you are slowing them down in reaching their goal. A better alternative is to show it in the side/bottom of the page (like you do in your 2nd example on the checkout page) or to show it at the top of the checkout page with a checkbox beside it. You are looking to minimise the disruption to the user's intended path, so avoid extra pages and minimise clicks.

22 Jan 2013 - 6:28am
Ali Naqvi
2008

Hello,

I would like to thank you both for replying :)

So example 2 where the upselling is placed right to the billing information would provide a better user experience? I will test that when this has been approved as a task for the developers.

 

Thanks!

 

Ali

22 Jan 2013 - 6:29am
Nathan Hornby
2011

Emily,

Your results support my hypothesis, however; although the user felt
disrupted by the lightbox, was that the only effect? Of course disruption
doesn't necessarily equal reduced conversion - and depending on the
goals of this exercise some disruption might be perfectly acceptable
assuming it leads to a greater return.

i.e. if all you're aiming for is a slick experience and a smooth user
journey it seems like a sensible way to go, but what if you're trying
to maximise returns?

Maybe it puts a dent on both, I certainly wouldn't be surprised!

22 Jan 2013 - 9:41pm
Ivan Burmistrov
2009

 

Option A (with a popup) is very intrusive and annoying. Avoid that before any testing. (I would also mention wrong use of checkboxes. Learn basics, please.)

Option B (with an upsell at the checkout) is more or less ok.

 

23 Jan 2013 - 8:58am
Ali Naqvi
2008

Hi Ivan,

could you please elaborate with regards to checkboxes?

I guess you mean that radion buttons should be used instead?

Thanks

 

Ali

24 Jan 2013 - 5:56am
Ivan Burmistrov
2009

Yes, radiobuttons instead of checkboxes.

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