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But the state of mind is the same (?)
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not exactly.
1. customer adds product A. add to cart. now, ez-upsell will present 3-5 suggested upsell items for product A.
2. customer decides to add product B (from ez-up)
3. now, ez-up shows upsell items for product B.
4. etc
The SPECIFICITY of the upsell is as important as when you pitch the upsell... if customer has 3 items in the cart, how can you fine tune 3-5 items for them?
We frequently sell 3-5 items to customers (90% of our transactions are more than one item). If we tried to upsell IN the cart, we'd lose the ability to pinpoint the best upsell items.
It is our opinion, that when the customer adds peanut butter to the cart, the immediate response from the cart should be, "would you like jelly or bread with your peanut butter?" Now, let's say the customer also has some produce and ice cream and dry goods... how can you upsell them in the cart? It will be less specific and not nearly as targeted.
Speaking of upsell, FreshDirect.com does exactly this... if you add an item, you get 2-4 complementary items in the "you have added X" success page. -- "May we suggest the following: Y, Z, W, etc.."
This is how MANY stores target the upsell. It depends on your products, I guess... what do you sell?