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Up-sells
To Boost Revenue per Order
Up-sells are similar to, but subtly different from cross-sells. In an up-sell,
the item pages display a given item, and below that item and its description,
the shopper sees all the similar items of greater price than the displayed
item. Here, there is an Add to Cart button for the main item and a separate
one for each of the up-sells. Only one item gets added to the cart.
Since the up-sells just show a headline, brief text
description, small picture and order button; each provides a link to the
main item page where the user can view complete product specs and view an
enlarged image.
Cross-Sell or
Up-sell?
The up-sell is less expensive than the cross-sell option because it doesn't
require all the mechanics to deal with multi-add-to-cart -- which is non-trivial
on a Yahoo! Store. In fact, most things called cross-sells are actually nothing
more than our up-sell. They require that the user click to multiple item
pages and separately add each item to the cart one at a time.
OK, you might say, "What's wrong with this picture?"
The downside is that all too often, users click off to some accessory and
get lost there. They forget the way back, and not being able to find
the main item they wanted, they don't order the accessory. Customer lost.
We strongly recommend that if your products tend to
be associated with lots of accessories, you invest the extra bit in the true
cross-sell. If, on the other hand, you have little or no accessory items,
an up-sell is the way to go. While the up-sell items are all on the parent
section page, it's quite possible a customer arrives on your item page from
a link or search engine, and will appreciate the improved versions offered
in the up-sell. |
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Page URL:
www.etproductions.com/services/cross-sells.html
Copyright © ET! Productions & J. K. Hollomon, Jr., 2001.
Excerpts from original site, © 1998/99. All rights
reserved.
Last revision:
Sunday, 28-May-2006 18:35:20 PDT |
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ET
Productions
160 East Berkeley St, Suite 312
Boston, MA 02118
| Phones: |
| Toll
Free |
800-448-6399 |
| Boston
Area |
617-723-3339 |
| Fax |
617-723-7557 |
e-mail
ETpro@etproductions.com
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