Retarget Shoppers with Cross-Selling to Increase Your Average Order Value

Who hasn’t seen Amazon’s “Frequently bought together” widget? As much as we’ve tried to resist the smart tactic, we’ve fallen prey to it quite often. Amazon does a great job of increasing average order values— from their widget on the product page to subtle recommendations on the cart page. But, you don’t need to be Amazon to hack this sales tactic. With cross-selling, you can increase Shopify sales effortlessly. 

How does cross-selling work? When a customer adds a product to their cart, you immediately show them a product that complements the item they’ve added already. 

They might, for instance, add an espresso machine in their cart. If you’ve set up cross-selling triggers, the shopper will be shown a few coffee filters or a box of coffee beans to add to their cart. Works like a charm!

Setting up cross-selling on your Shopify store isn’t time-consuming. Let’s dive into the tips and tactics you can use to successfully cross-sell your products.

Top 5 Tips To Get Started With Cross-Selling

1. Map products

Set up a comprehensive spreadsheet for your team to understand which products are best paired together for cross-selling. Creating smart lists for your cross-selling strategy will achieve 2 things: 

  1. Keep a track of which recommendations are working for your shoppers. You can analyze and update these product pairings to optimize them. 
  2. Allow sales representatives and customer support to use your strategy when talking to your customer, creating consistency in your cross-selling strategy.

2. Understand purchase intent

When setting up cross-selling recommendations, don’t just create offers for the sake of increasing every order value. Ensure that the product you’re cross-promoting to the shopper is something of value to them. 

For instance, your shopper adds a pair of shoes in their cart, and once they do, they see a recommendation widget suggesting another pair of shoes. This would be a poorly paired suggestion. Instead, if the shopper is shown different kinds of socks, they are much more likely to convert on the cross-sell.

3. Send subtle promotions

No one likes being bombarded with cross-promotional messages every time they add a product to their cart. So, be smart about the cross-selling promotions that you’re setting up. Instead of setting up cross-sells for every product, pick only a handful of products, the ones that would make sense, to display recommendations for. 

If you’re struggling to increase the product discoverability around a few products, you could consider pairing them with the popular ones. This is a good way to get your low-selling stock to your shoppers’ carts.

4. Limit cross-selling offers to no more than 25% of the original product.

Shopify has suggested that when choosing products to cross-sell, always limit the offer to no more than 25% of the original product. This means that if the original product that the visitor has added is $100, recommend only products priced at $25 or less.  

You want them to feel like they’re bagging a great deal on purchasing both the products. Never make them feel they’re spending too much! 

5. Experiment with the platform or tactic you use.

Don’t just stick to the first strategy you set up. Try all the different strategies you believe would work and see which one brings the best results. For some stores, a product bundle strategy would work better than sending a web push notification or an email. For others, a combination of pop-ups and emails will do the trick. 

Now, let’s dive into the different tactics you can use for cross-selling your products to increase the average value of your orders:

Top 5 Tactics for Smart Cross-Selling

1. Web push notifications with PushOwl

Web push notifications are a great way to nudge your customers to add complementing products to their existing cart. Since they are highly-visible and sent to your subscriber’s screen, you can set up a triggered on-site notification to appear to your customer right after they add a product to their cart. 

For instance, if a shopper adds a pair of jeans to their cart, it can immediately trigger a notification that suggests they look at some belts too.

Get started: PushOwl’s integration with Fera allows Shopify stores to set up cross-sell notifications to recommend products and collections to shoppers when they’re at the cart page.

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2. Pop-ups with Bold Upsell

As annoying as they may be, pop-ups are a powerful way to increase your average order value. With Bold’s app, customers will be able to add the product directly from the pop-up, making conversions quicker. What’s more, the app’s robust dashboard makes it easier to set up and track cross-sell offers, allowing you to optimize them based on concrete results.

Get started: Boost your order value by cross-selling with Bold’s Product Upsell. You can set up your cross-selling workflow by reading this helpdesk. You can choose when you’d like to trigger the cross-sell event— when the customer adds to cart, before checkout or after checkout. 

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3. Cross-selling emails with Klaviyo

On most Shopify stores, when a shopper completes a purchase, they receive an order confirmation message by email. What if you make the transactional email more attractive by nudging customers to pick up a complementing product? This way, your cross-selling emails don’t have to be purely marketing— it can be a post-purchase suggestion that is sent along with confirmation details. 

Salecycle has found that post-purchase emails have a 9.7% click-through rate and 9.16% conversion from click, making it the ideal place to grab your customer’s attention.

Get started: Klaviyo has a comprehensive guide to creating a cross-sell email flow. Klaviyo allows you to set up cross-selling within the order placed or order fulfilled email. You can A/B test this to see which email yields more purchases.

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4. Recommend within product pages and on the checkout page

We’ve all picked up a stick of gum or a few chocolates when standing in the checkout line at the supermarket. This is a genius sales tactic and can easily be applied to your online store as well. 

Set up recommendations on the cart page so that shoppers can easily add products to their cart right before checkout. You can even set up recommendation widgets like “Customers also bought” or “You recently viewed” under your product pages to lead your customers to shop relevant products. 

Get started: Recommendify makes cross-selling easier, allowing you to show similar products under your product pages and even your cart page. You can set up the product recommendations within the app’s dashboard and even customize how the widget would look on your store. You can also do the same by tinkering with the theme code by following the steps here.

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5. Set up dynamic ads on Facebook

A large percentage of your customer base lives on Facebook, making this social media platform one of the most obvious choices for cross-selling promotions. You might already be using Facebook ads to retarget shoppers who have abandoned their cart. Instead of letting your ads go ignored, make your retargeting interesting by showing a cart recovery ad that also cross-sells them a better offer. This will make the deal more compelling to come back to. 

Get started: Use Facebook’s help guide to set up your dynamic cross-selling ads. Ensure that you’ve optimized your ad copy to keep it relevant for every kind of shopper. 

6. Offer bundles with Bold Bundles

Product bundles are another great way to cross-sell your products. Bundles allow you to create custom promotions for your customers by offering a discount when two products are bought together. Once set up, your shoppers will be able to see your product bundles on the storefront and even see just how much they’ll save by buying the bundle instead of the individual products.

Get started: Bold Bundles is one of the most comprehensive bundling apps on Shopify. You can set the bundle percentage to provide a discount when the products are bought together.

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Have you started cross-selling yet? If not, why don’t you give these tactics a spin and see your average order values go up?