Before sharing these techniques with you, we'd better define "cross-selling" and "upselling" for those of you new to commerce. Cross-selling is the practice of offering a customer an item related to the one s/he's already purchasing. For example, if s/he's buying anything for the computer, offer her printer ink or the latest software. If she's buying a purse, offer her a matching belt. If he's buying a tool kit, offer him a degreaser for the hands. Upselling is simply offering another product not necessarily related to the initial item but likely to be attractive.
It may seem at first thought that cross-selling and upselling are better suited to bricks-and-mortar venues than to ecommerce, but that isn't necessarily so. With the proper shopping cart software, you can cross-sell or upsell right at the online point of purchase. You can also follow up with an email for a quick subsequent sale.
1 - Offering combined shipping for orders of multiple items may persuade your customer to buy that digital camera from you, an office supply store, rather than shopping for it at an online camera store as s/he had planned.
2 - Offering free shipping on orders over a certain threshold may encourage the customer to order in advance, or order a larger quantity, in order to reach the level at which shipping is free. It may also encourage her, as in item # 1, to order from you that which s/he had planned to order elsewhere.
3 - Suggesting a related item may prompt him to think, "Oh, right -I'm going to need one of those soon... might as well buy it now.
4 - Suggesting, in text on your page, "Many customers who purchase ___ also purchase ____" may cross-sell effectively.
5 - Giving the customer another chance to think of something s/he needs or wants can be accomplished with a "Before you check out..." notice when the customer clicks the "Submit order" or "Proceed to checkout" button.
6 - You may also find, if you currently entice customers with "Buy a ___ and get a ___ FREE" that it pays to separate the items and sell them individually. The amount of money you lose in customers who will only shop when the free item is offered may be more than offset by the amount of money you'll get from customers paying for the formerly free item.
All these techniques are simple, proven, and money-generating. Try them.
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