11 Day Cyber Monday Morning: 3 Ways to Improve Cross-Sell Opportunities Using Your Website

Welcome to the 20-Day Cyber Monday Warning! We started a Web Series, where we'll break down important digital marketing news and strategies for you, dear reader, to use in order to prepare for the biggest day in e-Commerce! For previous entries, please click here! Check back every weekday, as we count down to Monday, December 2nd. Comments, gripes, concerns? Check out us out on Twitter!

Day 10: "Less is Less; More is More"

Sometime long ago, back in yesteryear, Amazon made the “people who bought this also purchased…” functionality popular -- proving that once you have visitors on your site, presenting additional holiday deals and special offers to whet their appetite is of paramount importance.

The easiest way to pursue this tactic is by leveraging Persuasive Content. What is Persuasive Content? It's a feature found on top-tier Content Management Systems, like iAPPS Content Manager, that triggers your website to automatically populate content based on the visitor behavior and attributes. Basically, it's smart cross-selling based on a number of factors (e.g. a visitor's navigation behavior, source traffic, the type of device the visitor is using to access your website, and more).

Let's examine three ways to leverage cross-selling opportunities, like Persuasive Content, during Cyber Monday!

1.) Properly use your product catalog’s tagging functionality

Persuasive Content doesn't work if your marketing team isn't properly tagging content. Your product catalog is a universe that is somewhat interrelated -- identifying which apples and oranges actually go together may seem tedious, but it's extremely beneficial in the long run. If there are companion up-sell/cross-sell opportunities you need to make them easy to find and understandable as to how and why they’re related.

2.) Add a ‘popular items’ module to every product page

This is an obvious statement, but if you have “hot sellers,” flaunt them. If you have an underselling product you want to move, make it attractive! After all: ‘Tis the season to move product; even if it’s not what your shopper is looking for, they may be inspired.

3.) Have a landing page for gift ideas

Sometimes, we think of landing pages too one-dimensionally. Many of your shoppers will be hunters, but many more will be gatherers. Make sure you stack the deck in your favor by helping them find great products on your website. 

Check out this post from Moz for more great ideas about optimized selling during the holiday shopping season.

Do you have a tip for merchants? Anything you’ve learned from the holiday selling season? Give us a shout on Twitter, we’d love to hear about it!

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