What is cross-selling and how to use it in an online store?

Cross-selling is one of the most effective strategies to increase the average order value and boost sales on your online store. If you run or frequently order from online stores, you've probably already encountered cross-selling. But do you know exactly what it means, how it works and how you can use it effectively? In this article, we'll explain it together.

What is cross-selling?

Cross-selling is a technique where you offer a customer complementary or related products to what they are looking at or planning to buy. The aim is to encourage the customer to purchase other items in addition to the product they have selected. For example, if a customer is choosing a mobile phone, you could offer a charger, protective case or headset as additional goods. The advantage of cross-selling is that it improves the customer's buying process by providing them with everything they might need in addition to the main product.

How does cross-selling work in an online store?

To successfully implement cross-selling in an online store, it is crucial to understand the needs of the customers in the first place and offer them products that are truly relevant to their main purchase. Here, we'll look at a few specific ways cross-selling can be used.

1. Offers during order completion

The most common method of cross-selling is to offer related products at the end of the buying process. This means just before the order is completed. In most cases, in a real-world environment, it looks like the customer is shown the products they might need after confirming the order and still has the option to add them to their cart. This step is very efficient because the customer has already made a decision on the main purchase and is open to adding more items.

2. Related products on the page

Another option for using cross-selling is directly on the page of a specific product. When the customer views the selected product, they are shown recommendations and tips on related products that might be suitable for them. This option is effective because products are shown to the customer as they are thinking about that category.

3. Email offers after purchase

Cross-selling is a technique that can be used even after the purchase is complete with email campaigns. You can send emails to customers who have already made a purchase, recommending other products. The advantage of cross-selling through email offers is that it works well because you are reaching customers who have already expressed interest in certain products, and you can offer them accessories related to their recent purchase.

4. Customer reviews and recommendations

Encourage cross-selling by adding user reviews to your product recommendations. Customers often rely on the experience and opinion of others, and if they see that other people have purchased a complement to the main product and were satisfied with it, it greatly increases the likelihood that they will purchase it as well.

Tips for effective cross-selling

In order for cross-selling to be effective, there are a few basic principles to follow:

• Relevance: Offer only products that are relevant to the main purchase. If you do the exact opposite, and offer an unrelated product, you may put the customer off.
• Casualness: Any use of cross-selling should be done naturally and unobtrusively. Offer useful extras, but don't put pressure on the customer to continue buying.
• Personalisation: The better you know your customers, the more effective your cross-selling offers will be. Use information from previous purchases and customer behaviour to tailor offers to their needs.

Conclusion

Cross-selling is a powerful tool that can dramatically increase your sales while boosting customer satisfaction. When used correctly, this technique becomes a natural and unforced part of the buying process. Make sure your cross-selling offers are relevant, personalised and truly beneficial to the customer. Cross-selling can become a crucial factor in the success of your online store.