I love the idea of artisan made jewelry. Up until recently, finding hand made and unique jewelry required traveling, time to explore an endless string of shops, and a fair amount of luck. With the growing power of ecommerce, I no longer have to spend hours searching through tiny shops only to walk away less than excited about my finds. Instead, I can peruse the wares of hundreds of artists on websites like Etsy and ArtFire. Quite simply, the Internet has brought artisan jewelers to my computer or smart phone which is a win-win for both the artisans and for me.
I was recently perusing the items available on Etsy and noticed that the site design commits a cardinal ecommerce sin–which got me to thinking that I should probably mention it to you here–when it doesn’t allow it’s sellers to cross-sell other items that compliment the item you are looking at. Since cross-selling and up-selling serve to educate the shopper on other products you offer as well as increase the average cart total, it seems that Etsy sellers are missing out on a key online sales opportunity.
For example, the listing shown in the image above is for a little lotus pendant. I realize that the seller’s intention it to sell the charm separately from a chain, but since the pendant is intended to be worn on a chain, it would be an excellent cross-selling opportunity to promote any sterling silver chains that a potential buyer might want to pair with the pendant. Additionally, the tail of the lotus can be used to show off charms or gems, making these excellent cross-selling opportunities.
Likewise, this listing is also missing an up-sell recommendation. Up-sells are the way that an ecommerce can offer another similar item to the shopper that offers more features and has a higher price point. Again, this recommendation has the potential to increase the order total. Utilizing an up-sell on this listing might include showing another, larger lotus pendant in silver or one that has more detail–and a higher price tag.
The hitch for me, as a consumer, is that on a site like Etsy where I could easily be purchasing from multiple sellers, which means multiple shipping and handling costs. That said, purchasing as much as I could from one seller would make the most sense for me–both financially as well as logistically. Since I know that I will want a new chain to go with the pendant, not being able to see that the seller makes a chain available gives me cause to consider a similar design (as there are others out there) that includes a chain automatically.
If your ecommerce site is not actively promoting ecommerce cross-sells and up-sells, it’s likely that you have customers who are not buying all they need from you. This means you are leaving money on the table and that through strategic product recommendations, you could easily grow your revenues without additional marketing costs.
To learn more about how to maximize the success of the your ecommerce site through cross-sells and up-sells, download the white paper, Increase the Cart – Creating a Personalized Ecommerce Shopping Experience.