A Cool Technique That Increased The Average Sale Per Customer For One Of My Clients

16 replies
OK, this next technique worked so well that it practically blew my mind when the numbers came in.

For those who are interested in conversion rate optimizing, I'm sure you'll be able to appreciate the beauty of testing such a simple idea.

It may not work for everybody, because it's somewhat product dependent. But if you can implement it (or anything like it) with your business, then I highly recommend you at least give it a try...


So I've been working with this guy for the past few months, trying to maximize profits from his website.

My new friend sells info products (books, audio programs, courses, personal coaching and the like) and we've been working on increasing the average sale per customer.

Of course we mixed and matched some various up-sell and cross-sell mechanisms, with a modicum of results.

But then one night I woke up around 2AM with an idea blazing through my mind (This kind of thing still happens to me more often then I'd like. Don't get me wrong... I appreciate my subconscious helping out, but I'm getting older and I really need my beauty sleep)

Anyway, the next morning I presented the idea to my client. And now I'm sharing it here for your consideration, education, amusement, or just so you can slam me for sharing an idea that you already knew about (it's your call what you decide to make of it).


For years, my client was using a standard method of allowing people to choose what they wanted (ala carte).

When they got to the sales page they could add whichever items they wanted to their shopping list. Each item would increase the price accordingly, and when they had what they wanted, they could then go to checkout. (any OTO, up-sells or cross-sells would be presented at checkout)

The idea I had (the one that so rudely interrupted my slumber) was to have all products on the sales page checked by default. And customers could then remove anything they didn't want. The price would go down accordingly until they had what they wanted, and then they could checkout.

And of course I slightly modified part of the copy to reflect the change.


From: We believe in all of our products. But only you can decide what's best for you. So simply choose the items you believe will help you the most at this time.

To: We believe in all of our products. But only you can decide what's best for you. So simply remove the items you don't believe will help you at this time.


The result... The average sale per customer went up nearly 30% across the board.



My client was thrilled, and I was intrigued...

Why did it work so well?


There's probably a number of reasons. But my guess is it had something to do with either the "endowment effect" or "loss aversion".

The endowment effect (or ownership effect) is basically when we place a higher value on something simply because it's already ours.

And loss aversion is basically that feeling of insecurity at missing out on something, or losing something we already have.



So when people had to add items, it was easy to exclude stuff by simply not including it.

But when they had to give up something that seemed like it was already theirs, it was more difficult to decide what to give up.



At least that's my guess. It could also be a simple matter of price anchoring? (starting at the high price, and as the price got smaller it became easier to justify the remaining cost)

Or it could just be that we had a really good month, and people were simply in the mood to spend more? (but I doubt that's the reason)

We'll see if the increased sales hold up over the next few months, but right now I have every reason to believe they should.


So that's it. I just thought it was the coolest technique I've used in a while, and I wanted to share it with you.

Why am I freely sharing this money making idea with you, when I could be charging for it...?


Because I woke up at 2AM this morning with another voice in my head telling me I should share it. And if I don't get it out there, then I may not get to sleep tonight... So here we are.

And besides, I already made my few thousand dollars from it, and my client already made 10 times that amount from it, so why not spread it around. After all, my ideas are only as good as the number of people I can share them with.


If you can adapt it to your sales process, my fellow warriors... then you're welcome. And if you want to pay me for it, you can buy me a cup of coffee the next time you're in town (I prefer medium roast... light cream... no sugar)

Anyway, I gotta get back to work now (that front lawn of mine isn't going to mow itself)

Here's to more sales and bigger profits for all of us...


All the best,
SAR
#average #clients #cool #customer #increased #increased sales #sale #technique
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  • Profile picture of the author virtualprincipal
    Excellent share with actionable points. Going to give this a try, thank you!! VP
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  • Profile picture of the author palmtreelife
    So when people had to add items, it was easy to exclude stuff by simply not including it.

    But when they had to give up something that seemed like it was already theirs, it was more difficult to decide what to give up.
    Congrats on your epiphany! I believe this is what lead to your increased sales rather than just "a good month". It's hard for people to put things back on the shelf that are already in the cart than to add things to the cart. Exactly as you said. It's the "ah, screw it, let's do it" mentality and other psychological fear of missing out type of feelings as well.

    Well done!
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  • Thanks for sharing!

    That is a pretty awesome (and interesting) little case study.

    Other than the principle of loss aversion, I believe that the principle of "availability bias" comes into play here.

    Availability bias meaning:

    People are naturally drawn towards doing what's easier and more convenient... things that take less more, time, energy and effort.

    And naturally, unchecking boxes takes a lot more work (and energy, and time) than not unchecking them.

    So it's easier to just leave it as is...
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  • Profile picture of the author Monetize
    This is a brilliant idea and it goes to show that there are so many little tweaks that we can make to increase our profits.
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  • Profile picture of the author Zardiw
    Wow.......that's really amazing. Thank you for sharing this!!

    This reminds me of the Mickey Mantle quote "It's unbelievable how much you don't know about a game you've been playing all your life"...........

    z
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  • Profile picture of the author luciesmazanska
    This is a great method! I was always interested in a Psychology behind a marketing and I think this is another addup to make your store or website more profitable

    Thank you for the tip!
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  • Profile picture of the author sgalla414
    I love this ! Way to think outside the box, thanks for sharing. I love the idea of "give up something that seemed like it was already theirs" as a psychology trick as mentioned above.
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  • Profile picture of the author XenG
    At some point, we did this... We had to.. We had to focus on the products that give us profits. And then we went from there, slowly promoting other products as well. Also, we placed minimum amount of order so as not to waste time and effort on really small orders.
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  • Profile picture of the author newxxx
    the porn industry stopped using pre-checked cross sales boxes


    many customers didn't like them
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  • Profile picture of the author freeabs
    This is also exactly what domain registrar do when you buy a domain. On the checkout page there will be bunch of optional items already in your cart such as, hosting, whois protection, logo design etc...so you will need to uncheck all of them until you leave only the domain in the cart.
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  • Profile picture of the author nicenet
    Thanks for sharing the knowledge - I'll give it a try!
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  • Profile picture of the author NewbieMe
    Banned
    Thanks for that. Changing Perception is a great idea.
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  • Profile picture of the author StevenKenneth
    This is a great idea. Even though morally I feel like we're manipulating the customer and making them buy what they don't need, it does bring profit to the company. So, why not.
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  • Profile picture of the author cearionmarie
    That's why I love this forum. You get to learn a lot of great things. Thanks for sharing, will give this one a try.
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    Cearion Uy - Marketing Advisor
    www.influencerauditor.com

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  • Profile picture of the author savidge4
    Subconscious plays huge here. adding and taking away are emotional... and taking away more so.

    An example... place 4 items on a table and ask someone to pick the 3 pieces they want, and the process will be pretty quick and painless.

    Now flip that around and place 4 items in some ones hands, and ask for them to remove the one they do not want, the choice becomes far more complicated.

    Knowing this we can then look at your statement -

    Originally Posted by SARubin View Post

    To: We believe in all of our products. But only you can decide what's best for you. So simply remove the items you don't believe will help you at this time.
    what happens if you were to implement "need" and "want" into the equation?

    From: We believe in all of our products. But only you can decide what's best for you. So simply remove the items you don't believe will help you at this time.

    To: We believe all of are products together are what you need to succeed. However, only you can decide what's best for you. Simply remove the items you don't want or believe will help you at this time.

    This is where you start leveraging "Authority"; what you the seller, believes to be what the person "Needs" vs what the consumer believes they "Want"

    I would also include some "free" options in the selected items such as a white paper or 2 so they can feel as though they have some amount of choice in the decision making process as it pertains what is right for them.
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