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How Downselling can Optimize eCommerce Conversions?

Downsell also known as downselling is a technique used to acquire sales when the customer decides to back out from purchase by offering a similar product at a cheaper cost.

There is no rocket science in ‘Any sale is better than NO sale’. This is the principle followed by the downsell technique.

When a customer decides to leave a sale midway or not complete purchase, offering similar less expensive products could lead to sale. In such situations the company may not make as much profit as possible initially. However, it may help them sell overstocked and slow moving products and at the same time grab the opportunity to cater in some way to their potential customers.

It is difficult to implement down selling techniques online on Ecommerce stores. However, efforts sown in correct places can reap desired benefits.

In order to grab opportunities to downsell one needs to closely eye the behavior of its visitors. One needs to first look out for actions such as, abandoned shopping carts, incomplete purchases, simple clicking of close button, etc., and then try to reason out the cause of such behavior

This can be determined by surveys, where the customer states – If it was the price, product quality, does their interest lie in a different area or was it mere simplicity or complexity of the offer that caused the not buying behavior. Once such behavior is triggered, it can be tackled by offering a downsell addressing it using exit pop-ups, email marketing and one time offers, etc. However, one needs to be careful about using downsell techniques since it may effect the over all buying behavior.

The buyer may get used to declining the original offer with a view of receiving a cheaper offer later. Or, Using exit pop-ups or email marketing might annoy the customer so much that it could lead to negative publicity, and portray a desperate for sales kind of an image.