Cart Upsells Program
The 2-item upsell in Cart (the baseline).
Phase 1: 6 item upsell
Phase 2: 4 item upsell (The winner)
Phase 3: Targeted Upsells
For the next iteration, I wanted to do targeted upsells showing a similar or same product type, instead of the traditional "funny t-shirt". For example, if the user added a Mug to cart, offer a bestselling mug in the upsell. If the user added a maternity shirt to cart, upsell a baby onesie. Outcome: Upsell sales dropped. The best performing upsells on CafePress were indeed the broadly appealing funny t-shirts. Occasionally a certain slice of the test did well (like the maternity pairing) - but otherwise it was clear the kind of upsell that resonated best.
CLIENT: CafePress.com
Aug - Dec 2013
SCOPE: Ideation, build and execute tests, creative assets, analyze findings.
My hypothesis was that showing a greater variety of upsells would increase the likelihood of purchase, thus increasing the site's AOV.
PHASE 1: Test our standard 2-item upsell against 6 items. Outcome: Flat / No change.
PHASE 2: Test the standard 2-item upsell against 4 items (but a carousel reveals more if the user is engaged.) Outcome: Lifts to Average Order Value and New Customer Acquisition.
Assumptions / Learnings: The 6-item grid was likely too large, pushing the cart items below the fold and confusing a good portion of users. Less committed users may have just bounced immediately upon not seeing their items.