Features used: Dashboards, Zoning analysis, Journey analysis, Page comparator
Time: 30 min.
Set up
1. Define your cross-sell/upsell goals. Here are some examples to get you started:
- Increase the chance of visitors additional services to their packages (e.g., apply for a personal loan, credit card upsell, retirement planning etc. )?
- Increase the number of product pages your visitors are viewing?
- Some other objective?
2. Create your defined goals in Contentsquare to use in your cross-sell/upsell analysis. See examples below:
-
Page view goals
Create goals for users having seen the page that the cross-sell is on (eg: Landing page, Funnel quote) -
Click goals
Click on cross-sell, Click on “Add cover”, Click on "Add Travel Insurance”, 'Explore our Mortgage Refinance Options"(where relevant)
3. Create segments based on 'good' and 'bad' populations. See examples below:
Good | Bad |
Reach page with cross-sell AND click cross-sell | Reach page with cross-sell AND don’t click cross-sell AND don’t bounce |
4. Identify which mappings to use.
If your cross-sell is on... |
|
All pages with the same type/template (such as product, cart) |
Use a high-level mapping |
Specific pages or a range of templates |
Split these within a mapping |
Different site categories (such as, men or women) |
Use a Granular mapping |
5. Create zonings for your site pages with cross-sells.
If the position of the cross-sell is consistent across all pages, you only need to do it once. Otherwise, zone each different page type or template separately.
Zone your page, particularly your cross-sell/upsell CTA (or any other click/hover goal you may wish them to achieve).
Step-by-step
1. If you haven't created a dashboard, easily set one up using built-in templates. Begin with the 'Site overview' template for automatic population of your key metrics.
Learn how to create your first Dashboards and analyze your data using the Site Overview dashboard template.
2. Open your Analysis context and compare the segments “Reach personal account & click cross-sell” and “Reach personal account and don’t click cross-sell”.
3. Update the line chart that shows the Number of sessions/Conversion rate by incorporating Conversion rate by goal as a metric (goal = Add travel insurance). Look at the following:
- Bounce rate. Which segment has the lower bounce rate?
- Conversions and Conversion rate. Which segment is more likely to add an insurance?
- Visit duration and number of pages viewed. Which segment spends longer on the site? Which segment sees more pages?
2. Go to Journey analysis and keep the applied segmentation to evaluate user journeys that interact with you cross-sell.
How are user journeys different for each segment? | See what segment of users reached the page with the cross-sell and clicked on it and compare to journeys where users reach a cross-sell page and don't click. |
Do users who use the cross-sell see more product pages? Do they see just one or go on to view a variety of products? |
This is expected behavior that can prove the value of the cross-sell — note if this is not the case, the cross-sell may be underperforming. |
Check the exit/bounce rates for these segments | What are users who don’t use the cross-sell doing after the page? Are they exiting? Looping between Landing/Funnel pages and Product pages? These are ‘bad’ behaviors we would aim to diminish by encouraging use of the cross-sell. |
3. Go to Page comparator to analyze further how different segments interact with the cross-sell.
How does each segment act on the page? |
Compare users that clicked on the cross-sell to those that did not and use the following questions to help frame your analysis. |
What segment is less likely to exit from a product page? |
Is the cross-sell keeping users on the product pages? Or is the use of cross-sell leading visitors to irrelevant products and thus increasing the chance of exiting? |
Are users who click on a cross-sell seeing more product pages? |
This is expected behavior, however, how many more pages exactly are they seeing? Is the cross-sell effectively guiding users? |
Are users clicking on the cross-sell more active on the page? |
If they are not, what elements of the page are the other users engaging with? Are they being distracted by the cross-sell, and not interacting with product information or customization options, or other key elements on the page? (Look at the Zoning analysis to try answer these questions). |
Are users clicking the cross-sell more likely to achieve the designed goal (e.g., apply for a personal loan, add an extra travel cover, etc. )? |
Does the use of cross-sell actually increase the likelihood of visitors adding the additional service/product, or does it just increase browsing? |
Go to Zoning analysis and begin evaluating cross-sell performance.
How is the cross-sell consumed? | Consider the positioning of the cross-sell — if there are low exposure and time spent, consider repositioning further up on the page to increase visibility. |
Is the cross-sell engaging? | Metrics including click rate and engagement rate can reveal which content slots are most appealing to users? Does the cross-sell appeal to users? How likely are they to click on it? |
Is clicking on the cross-sell contributing to conversions? | What is the cross-sell conversion rate (compared to other elements on the page)? Consider using a goal here as well, such as 'add travel insurance'. |
What is the click recurrence on the cross-sell (only on a carousel) ? |
How many clicks are required to scroll through the cross-sell carousel? If the click recurrence on the arrows is high, this could indicate irrelevant/unattractive products, particularly if click rate is lower on the products compared to the arrows. |
What differences are there between how these segments engage with the page? |
Using comparison mode deep dive into the differences between users that achieved our goal (clicking cross-sell) versus those that did not:
|
Take action
My cross-sell has a high engagement rate and/or conversion rate but low exposure.
Moving the cross-sell up higher on the page will increase exposure — test if this further impacts your KPI positively
My cross-sell has high exposure but low click/attractiveness rate, particularly on the products themselves
Use zoning to identify what may be causing frustrations. Is it due to the functionality of the cross sell (if it is a carousel, how does it work), or due to the choice of products themselves (check for high hesitation times, low hover rates, low attractiveness/engagement rates on the product images/summary). Change the cross-sell accordingly and test.
My cross-sell has a high exposure and engagement rate but low conversion.
Cross-sell may be effectively drawing attention and engaging visitors, but directing them to irrelevant pages. This could also indicate an issue with the product pages themselves. Try analyzing product pages further.