When two products complement each other perfectly, why not take advantage of the opportunity to really play up this symbiotic relationship and drive greater sales?
An online retailer of food items wanted to make sure that visitors who browsed the product detail page for its chocolate chip pancakes knew that the website also carries sugar-free syrup to complete their breakfast shopping. For a big splash, it decided to test a leaderboard banner on the product detail page that went all out in promoting this add-on with creative that included:
- a product thumbnail
- supporting graphics
- sales-focused copy
Was the extra sizzle of a banner worth it? In this case, yes, as the marketer achieved a 5.78% lift in conversion, a boost of more than 2% to the add-to-cart rate, and added incremental revenue.
This testing win makes a sweet case for emphasizing cross-sell promotions when the products involved so clearly bring extra value to the enjoyment of each other.
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