1 Increasing Online Sales …or, more affectionately called How to stick your hand deeper into your customer’s wallet

2 Get ‘em while you got ‘em You spend a tremendous amount of time and money to get a customer to your “Buy Now” page Don’t overlook the small opportunities, it is a game of inches In fact, failing to maximize the revenue for each customer could lead to the death of your product or business

3 Cross-sells On average, 20% of cross-sell offers convert If you don’t have a good match for a cross-sell, make one! The name of the product you cross-sell can impact your conversion rate Don’t be afraid to offer generous discounts for cross-sells –Remember the total lifetime value of a customer As part of the offer, tell them that because of their purchase, they “qualify” for a “special” price

4 Up-sells A properly designed upsell will convert at 75% on average. Yes - 75%!! Standard vs. Pro Single Product vs. Product Bundle Some offers more than triple the customer’s total, and still convert at more than 50% Simple math: $30 product, $60 for the “up-sell” product, 75% conversion rate: Revenue increase of 50% Check out an example of a great up-sell implementation at - Data courtesy of eSellerate

5 “Bounceback” Offers A bit like a cross-sell, but after the sale Can be somewhat technical to configure, some e-commerce providers (such as RegNow) have engines that will do all the work for you Bounceback offers convert at about 5%

6 Order Add-ons CDs, Extended Download Service, etc. –Most e-commerce services offer these add-ons, will do all the work, and provide revenue sharing back to you Maintenance Agreements / Premium Support –Great for business products, typically priced as a percentage of the product price

7 Affiliate Sales Have you considered becoming an affiliate? –Some of the most successful affiliates are software vendors Your products may attract perfectly targeted customers for products you do not offer. Monetize this opportunity! There are loads of affiliates that offer commissions of 50% or more Your affiliate sales may give you a better understanding of your customers and may help you determine markets you want to enter

8 Upgrades CHARGE FOR UPGRADES!! –The somewhat popular “free lifetime upgrade” is bad for business and can be bad for customers, too One major upgrade release per year seems to be ideal –Avoid spring & summer upgrade releases Beyond customer purchases, upgrades provide free exposure and promotional opportunities

9 Current Customer Base Seems to be the most valuable and unfortunately most neglected opportunity of all Past buyers are 7 times more likely to purchase from you than a new prospect In campaigns, past customers are 30 times more likely to purchase than a new prospect –On your order forms, make certain that your “subscribe” box is pre-checked Provide special offers & discounts to past customers –Specify expirations for discounts, but don’t enforce them –Use in-application tools to communicate deals to customers

10 Questions?? David Halls Director of Development, Emetrix A Digital River Company