No. 98: Hey all,
Welcome to this week’s Commerce Lab newsletter!
Each Wednesday, you get actionable insights to boost conversions and site revenue based on our experiments on 8-and 9-figure brands.
This week, we're exploring how to personalize the customer experience to increase revenue.
Personalization is all about showing the most relevant product to the customer at the correct time.
The first place to apply this is with upsells. Upsells and cross-sells boost average order values by suggesting additional or complementary products.
In this 1-min read, you’ll learn:
- Win of the week: Exactly how to use repeat-customer data to lift revenue.
- Insights: The short reviews that boosted conversions on mobile, why you should prioritize broad collections on the homepage, and why approval helps validate shopping choices.
- News: How Glossier is democratizing the world of beauty products.
Let’s dive in.
– Allen
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WIN OF THE WEEK
Personalize the customer experience based on data.
Repeat-buyers data tells you what most people typically buy next.
From here, it’s all about putting this info in the right place at the right time.
Let’s explore a few examples.
#1 - Maximize sales with product pairings.
For a wellness brand that sells tea, we identified complementary tea varieties that amplify health benefits when combined.
Instead of a, ‘You May Also Like’ upsell, we switched it to, ‘Frequently Bought Together’ to motivate the customer based on data. Revenue increased 50%.
Why? It tapped into what customers value – more health benefits. The upsell enhances the primary product's appeal, and offers immediate value if bought together.
#2 - Use common repeat purchases as a cart upsell.
One of our apparel brands specializes in baby clothing and accessories.
Returning customer data revealed that the most likely second purchase is their best-selling blanket accessory. So we added a "Best-Selling Blanket" upsell in the cart, and AOV boosted by 6%.
Right product, right time: position common repeat purchases where they're most likely to be added to an existing order.
#3 - Increase impulse buys in quick view.
If you have a large catalog, start with the cart to increase AOV.
For an 8-figure apparel brand, we introduced 4 specific cart features that increased impulse buying. Average order value (AOV) lifted by 10%, with 11% more buyers completing checkout:
- A tiered shipping bar (“Add $81 to qualify for free shipping”)
- Free gift motivator (“Spend $200+ for FREE pants”)
- Personalized upsells (“Looks you’ll love”)
- Bold color checkout CTA (Black → blue)
Personalizing the shopping experience in quick view (vs. when customers are ready to checkout) is a great way to enhance the experience and make it feel tailored to the buyer.
You’ve already done the legwork to know what your customers need. So, show them!
Especially if your cart features relate to popular search intent, you’re making it easy for buyers to quickly add what they’re looking for.
Visual progress bars, a rewards system, and personalized product upsells give customers a reason to spend more.
Steps to Try Today
For a shopping experience that feels more personal:
- Maximize sales with product pairings.
- Use common repeat purchases as a cart upsell.
- Increase impulse buys in quick view.
Place product suggestions in the right location to increase desire.
Then, use real data to guide upsells and cross-sells to boost order value.
Try it and test!
📣 WHAT ELSE WE'RE READING
These short reviews boosted conversions on mobile.
Why broad collections work best on the homepage.
How approval helps to validate shopping choices.
🎯 NEWS
Glossier is democratizing the beauty and personal care industry.
👀 LAST WEEK'S LETTER
This pricing tactic lifted conversions 18% for a CPG brand.
💡 TWEET OF THE WEEK
👊 STOUT SUCCESS
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I just wanted to say how great of a job the Blue Stout team is doing for us. Natasha, Aubrey, Costas, Daryl, and the rest of the team. We're super grateful for all of their support and efficiency. They are awesome partners.
Matt Ballard, President | Consuela Style
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Want this for your store too?
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That's all for today!
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen
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