At What Stage of the eCommerce Conversion Funnel Should You Cross-Sell? – Fast Simon Answers

At What Stage of the eCommerce Conversion Funnel Should You Cross-Sell?

Learn the ins and outs of cross-selling in your eCommerce conversion funnel so you can optimize customer experience and increase your revenue.

Jaques Cilliers - Writer for Fast Simon
By Jaques Cilliers
Kelly Hendrickse - Editor for Fast Simon
Reviewed by Kelly Hendrickse
Olivia Kashti - Writer and Fact-Checker for Fast Simon
Fact-check by Olivia Kashti

Published April 16, 2023.

Cross-selling at the checkout stage of the eCommerce conversion funnel can help you to optimize your customers' experience on your store and increase your revenue. In fact, according to McKinsey research, cross-selling can increase your sales by 20%.

Cross-selling is a marketing strategy where you offer related or complementary products to your customer to encourage them to increase their purchase.

Cross-Selling in Your Conversion Funnel

Invesp notes that 26% of revenue comes from personalized product recommendations. So, implementing cross-selling at the checkout stage of your conversion funnel is a good strategy, because your customers have already decided to make a purchase. By using product personalization based on their preferences, you can encourage them to buy complementary products and increase your average order value.

Cross-Sell the Right Way

Let's take Everten, a kitchenware online store, as an example. When adding a specific item to your cart, like a 2 piece frypan set, Everten suggests complementary items that are a lower cost. These items aren't essential to using the frypan set, but can enhance their use.

Everten recommends complementary items that are lower in cost.

Implementing cross-sell personalization at this point therefore can show that you're paying attention to your customers' interests, which can increase the likelihood of a higher average order value. Additionally, recommended items that are cheaper than your customer's intended purchase item can imply higher value without having to spend outside of their budget, and that simply increasing profit isn't your only motive- but user experience is too.

» Find out how and why to use eCommerce upsell and cross-sell recommendations

Fast Cross-Selling at the Final Stretch

Integrating cross-selling at the bottom of the conversion funnel can help increase sales and improve customer satisfaction without being overly aggressive. But, through A/B testing, you can find if cross-selling works better at other stages based on your product types and customers' needs. By understanding customers' intent and buying preferences, you can recommend relevant and personalized products, increasing the likelihood of cross-selling success.

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