Cross-selling is a technique designed by marketers to increase sales by suggesting products that the consumer might be interested in, typically because they are complementary or closely related to what they are viewing. Most online businesses understand this, and use cross-selling tactics throughout their website, but in many cases the message is inconsistent which can, in fact, lead to fewer sales. Effective cross-selling requires a clear set of criteria and a consistent implementation: what are we basing our recommendations on? Are we suggesting products based on past customer behaviour, or are we using intelligent recommendation algorithms that may suggest product pairings even if they haven’t actually been sold together? Do we always want to suggest a product that is priced lower that the product selected by the user or do we want to up-sell? Are we creating a false sense of urgency that might feel uncomfortable? Is our recommendation to the user creating greater indecisiveness and hurting sales? All of these are questions that must be asked, and answered, before implementing an effective cross-selling program. You might want to try out different strategies, and decide which is most effective based on actual results.
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