Cross-sell
Cross-selling is an offer of related products or services at the time of or after the main purchase to increase the average order value.
Cross-selling is an offer to the client of a product or service that complements his main purchase. If you bought a CRM, buy integration with telephony. If you buy a course, buy a coaching session. The mechanics are simple, but most projects underestimate it and leave 20-40% of the revenue on the table.
In my practice, cross-sell works best 5-15 minutes after the first transaction, while the client is still in the “buy” mode. During this window, the conversion to upsell for e-com projects was 14–22%, while a day later it drops to 3–5%. In SaaS, cross-sell is built into onboarding: the client has not yet closed the tab, and he is already offered to connect a paid module.
The main principle that I test in projects: a cross-sell offer should reduce friction from the main product, and not add a new one. If a person has purchased an SEO audit, it is logical to sell him technical editing of the website. Suggest SMM - no. Inappropriate cross-sell is annoying and hurts NPS.
Success metric: attach rate - the share of clients who accepted the cross-sell offer. Normal attach rate in B2C e-com: 12–18%. In B2B SaaS with properly built-in onboarding: 25–35%.
Frequently asked questions about Cross-sell
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Related terms
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