28
1 Lisa Kelly User Experience Content Upsell Research for the Cross Sell Project Do you want fries with that? Introduction to Upsell Research
1
Lisa KellyUser Experience Content
Upsell Research for the Cross Sell Project
Do you want fries with that?Introduction to Upsell Research
Agenda
• Classic examples, multiple industries
• High-tech, industry-specific examples
• What does work. What doesn’t work.
• Recommended reading
• Lessons learned
Upsell Research for the Cross Sell Project 2
Does this sound familiar?
• You buy a new car and decided to include an extended warranty & service package.
• You have dinner at a nice restaurant and they wheel out the dessert cart.
• You buy a friend flowers for their birthday and you include a nice vase & balloons.
• You go to a hardware store for a hammer and pick up a pocket tape measure at the checkout.
• The little girl at the lemonade stand says they have cookies, too.
You’ve been upsold!
Upsell Research for the Cross Sell Project 3
How Amazon upsells
Upsell Research for the Cross Sell Project 4
How cable providers upsell
Upsell Research for the Cross Sell Project 5
How banks upsell
Upsell Research for the Cross Sell Project 6
How airlines upsell
Upsell Research for the Cross Sell Project 7
How Covered California “upsells”
Upsell Research for the Cross Sell Project 8
How Apple upsells (Demo)
• Demo of Mac purchase, iPad purchase
• Useful for:
– Point-of purchase items
– Low-cost items
– Individually-controlled purchases
Upsell Research for the Cross Sell Project 9
How LinkedIn upsells using related features
Upsell Research for the Cross Sell Project 10
Upsell Research for the Cross Sell Project 11
Upselling in the App Store
Upsell Research for the Cross Sell Project 12
• Free apps for first-time users
• Upgrades for advanced users
• Genius recommendations
How Flight Track upsells
Upsell Research for the Cross Sell Project 13
How Flight Track upsells, cont.
Upsell Research for the Cross Sell Project 14
How Flight Track upsells, cont.
Upsell Research for the Cross Sell Project 15
A less-compelling example
Upsell Research for the Cross Sell Project 16
Does email work?
Upsell Research for the Cross Sell Project 17
What doesn’t work
Upsell Research for the Cross Sell Project 18
What doesn’t work, cont.
Upsell Research for the Cross Sell Project 19
What does work
Upsell Research for the Cross Sell Project 20
Renewal is a good time for upsell
Upsell Research for the Cross Sell Project 21
It can get creepy
Upsell Research for the Cross Sell Project 22
After web surfing…
You may be stalked by banner ads.
Upsell Research for the Cross Sell Project 23
Or, altered editorial content!
No one is safe!
24Upsell Research for the Cross Sell Project
Where can I learn more?
Upsell Research for the Cross Sell Project 25
Don’t ignore power of “free”
• “Predictably Irrational” by Dan Ariely
• Which do you prefer?
– A $10.00 Amazon gift certificate for free
– A $20.00 Amazon gift certificate for $7.00
Upsell Research for the Cross Sell Project 26
Lessons learned
• Know your audience
• Make it relevant
• Give them a true incentive
• Make it easy to participate
• Catch them at the right time
• Don’t ignore the power of free
• Don’t be creepy
Upsell Research for the Cross Sell Project 27
Thank you!
SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLYCopyright © 2010 Symantec Corporation. All rights reserved.
Upsell Research for the Cross Sell Project 28
