Pedro Loureiro shares CRO tactics to increase average order value: show upsell prices on the Add-to-Order button, offer pairing discounts like 10%, surface free-shipping thresholds in the upsell UI, and repeat upsell prompts throughout checkout.
If you're upselling or cross-selling on your product page, here's some very easy and quick tips that you can implement today to improve your AOV and conversions. One thing that would be nice is if I check on these different upsells, if you actually added the price into this Add to Order button. So what I mean is if I select this, it will add $20 in here, show Add to Order $20. If I click on this, it'll be Add to Order $47, just so I don't have to do the math in my head and figure out, okay, how much extra is this going to cost me? So one thing I would do to encourage more upsells is give them a discount if they're going to pair it with anything. So, you know, you could change this to pair and get 10% off. And any item that you actually pair with, you're going to get 10% off. And then when you actually add these into the order, it will show you how much you're going to save as well by getting them. And in that mind, even if you're not running a sale period, you're just getting into people's mind, okay, actually pairing them, might as well pair them and getting a better deal. And this is also something that you could do with your upsell mechanism. If there's a free gift threshold and a free shipping threshold, you should be bringing this information down here into this upsell mechanism, because now you're giving them even another reason as to why they should add more into their cart. Because right now, if I just buy this intimacy deck for $27, I'm going to be nowhere near the free shipping threshold, $75. So getting that information into there to people, and then they can work out the math in their own mind, they can look at this and say, okay, you know, I'm going to add these two extra items into my cart, I'm going to get them a discount because it's rewarding me for pairing them. and I'm going to get a free gift and free shipping. So you see how you can stack up the reward in the section for people, and that will help you to actually sell more. So I would definitely surface this information over here into your upsell mechanism over here. One other thing I'd recommend in your cart is have the subtotal item down here at the checkout button sticky to the bottom of the actual device screen. And then what you can do is replace this frequently bought with the same pair upsell mechanism down here as well. Just in case if anyone that comes down here on the product page, they miss this, they'll see it in here and you're going to give them more options to add items into their cart. And you're giving them a 10% discount as well. Because a pattern that I've seen from looking at heatmaps of product pages is that the cutoff rate from people scrolling below the add to cart button is really high, meaning that very few people who land on your product page are actually viewing, let's say, below here. It's normally below the add to cart button. but below these description carousels as well, or these description dropdowns. So I'm not very confident that a lot of people are going to be seeing this. So basically, the rule is, if we can just make this, if we can make your upsell mechanism more desirable to people by giving them a 10% discount, and showing them the reward system, that if they add X to the cart, they're going to get the free gift and the free shipping. And we make more people aware of it by putting it in the cart as well, you're going to basically sell more. So I think if you take anything away from this video, just implementing that one thing or testing it out, I think that would give you a nice boost.
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