So you’ve made your digital product, and now you’re ready to start bringing in the sales. As you learn about ways to market your product, chances are good you’ve come across terms like "upsell" and "cross-sell." And while they may sound similar, these two sales strategies can play very different roles when it comes to getting your digital products sold.
This guide will break down each term, compare their uses, and offer actionable strategies to optimize your sales process. After all, a study by Forrester Research found that upselling and cross-selling can account for 10-30% of e-commerce revenues. So, with that in mind, let's get started!
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First up, let's talk about upselling. Imagine you’re at a fast-food restaurant and you order a burger. The cashier asks if you want to “make it a meal” by adding fries and a drink for a little extra. That’s upselling in a nutshell — encouraging customers to buy a more expensive version of a product, or add extras, to make a higher sale.
For digital products, upselling could look like offering an extended version of a course, additional content, or exclusive access to live sessions for an added fee. The key here is to make the upsell relevant and valuable. It’s not just about selling the most expensive option; it’s about making the customer’s experience better and adding to the value of their initial choice.
In the context of digital products, upselling could look like:
Related: Upsells: How to increase your revenue
Cross-selling, on the other hand, is when you recommend products that complement the original purchase. Think of cross-selling like being at a book club where someone says, “If you loved this book, you might enjoy this one, too.” It’s all about enriching the customer's initial purchase with products that complement it.
For digital products, this could mean suggesting a course on photo-editing to complement a photography course, or a series on eBook publishing for those who’ve just learned fiction writing.
The trick with cross-selling is to ensure the additional products make sense in the context of the original purchase. They should feel like a natural extension, not just an attempt to push more sales. When executed properly, it can enhance the customer's experience and increase your sales without significant additional marketing costs.
For digital courses, effective cross-selling might include:
Now that we’ve unpacked what each tactic is, you may be asking yourself when you should use upselling versus cross-selling.
Well, choosing between upselling and cross-selling is like deciding whether to go deep or go broad with your customer’s interests.
Use upselling when your learners show an appetite for more in-depth knowledge in the same area; it works well when the customer already sees the worth in your offerings and realizes that bundle deals get them even more of the value you offer.
Use cross-selling when you see an opportunity to enhance their experience by offering breadth across different yet related topics. It’s like when you buy a new smartphone and the salesperson suggests buying a protective case or headphones to go with it.
While both strategies aim to increase revenue, they serve different purposes, and which one you choose often depends on customer interaction and the specific products involved.
Upselling pro tips:
Cross-selling pro tips:
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Let's look at some examples of upselling and cross-selling that you might use for your digital products:
These examples show that the key is understanding what adds value to customers' purchases and takes their experience to the next level.
Related: How to upsell (almost) anything using Teachable
The most important thing to remember, however, is that upselling should feel like a win-win, for both you and the student!
The art lies in making sure that your upsells are genuinely useful, and aren’t just there for the sake of higher revenues or pushing higher-priced products. Offer upgrades or additional features that genuinely add value and improve the customer's outcome from the purchase. Be transparent and let your customers know what they’re getting and how it benefits their learning journey.
Ever been to a website so cluttered with ads that you couldn’t wait to leave? That’s a perfect example of what not to do with your upsells.
There’s a fine line between effective upselling and spammy tactics, and it definitely impacts your user’s experience (UX). When a customer selects a course, your upselling should feel like a helpful suggestion (not a pushy sales pitch) and integrate seamlessly into their experience.
Think subtle, intuitive prompts in the sidebar or in a pop up that can be dismissed if not interested, rather than those aggressive pop-ups that are impossible to maneuver around.
User experience should never be compromised by aggressive sales tactics. Make sure that your offers are presented as optional and that they provide value.
Believe it or not, there are times when it's better to hold back on upselling or cross-selling. For instance, if a customer’s purchase history shows that they prefer lower-tier or introductory products, pushing high-end upsells might feel pushy and lead to dissatisfaction.
Be sure to read the room (or the data), because sometimes, playing it cool is the best sales strategy. If a learner seems overwhelmed or is satisfied with their current purchase, respect their space. This builds trust and increases the likelihood they’ll return to purchase from you in the future.
Related: How to make your first digital product sale (video included)
By understanding and implementing both upselling and cross-selling, you can not only increase your revenue but also your value to customers, improving customer satisfaction and retention.
That’s a huge win-win, and will keep your customers coming back to you again and again.
So use these strategies wisely, keep your users' experience at the forefront, and if you’re ready to 10X sales for your digital products, get started with Teachable to make it happen!
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