If you’re looking to increase your average order value, upselling and cross-selling are great growth opportunities with little marketing effort.
Upselling and cross-selling are clever marketing techniques to sell more or higher value deals and packages. Your guest is already interested in your deals, so the key is to show relevant upsells and cross-sells at the right time and place.
Upselling and cross-selling are not only profitable opportunities for you, but they also provide your guests a more complete and personal experience. Your guests can add any activities, food packages or other add-ons as they wish. Upselling and cross-selling are about meeting your guests’ needs, while generating extra revenue.
In this blog, we’ll guide you through the following 8 great online upselling and cross-selling techniques for your leisure business:
- Stick to clear titles and descriptions
- Use attractive photos
- Make it personal
- Food and beverages always work
- Consider the value of the initial order
- Display upsells and cross-sells effectively
- Don’t add more than 3 to 5 upsells and cross-sells per booking
- Take a data-driven approach
But first… What’s the difference between upselling and cross-selling?
Many people confuse upselling and cross-selling, since both they’re often used interchangeably. Upselling focuses on selling an upgraded version of the same deal, for example a faster go-kart of a special LED bowling experience.
Cross-selling on the other hand, is about recommending a different product as an add-on, such as drinks and fries or another activity.
The benefits of upselling and cross-selling
- More profit
- A higher average order value
- A better and more complete experience for each visitor
Now let’s dive into how upselling and cross-selling techniques increase your average order value.
1. Stick to clear titles and descriptions
Understandable titles and descriptions for each upsell or cross-sell are crucial. Your guest should know exactly what they’re getting after reading the title and the description of your package.
All relevant information, such as the start and end time of the activity, the price and the total duration should immediately be there.
Let’s assume you’re selling a heat of go-karting as a cross-sell. Your guest wants to know how long the heat is, if the deal is cancelable and how they will receive their proof of entry.
2. Use attractive pictures
One picture is worth a thousand words. Any good upsell or cross-sell has an appealing picture. Your pictures should let guests know how much fun a day at your venue is.
There should be a spot-on photo of a birthday party, bachelor party, family or a group of friends enjoying their time at your venue.
Make sure the upsell and cross-sell photos fit the deal you’re advertising and the public you’re advertising for.
3. Make it personal
Beers and wine is a great cross-selling package in general, but not as great to display with a children’s party deal. The same goes for lemonade and sweets for a bachelor party.
In other words, adapt your upsells to the person that’s booking the deal. An upsell should feel personal and custom for your guest.
Here are some upselling and cross-selling ideas for different types of guests at your leisure business:
- Children’s parties and families love kids’ favorite snacks and drinks as add-ons. Upsells such as fries, sweets and soda’s will work really well with this target group. These guests usually come to your venue for a full day, so advertise other activities on the page as well. For example, if they’re coming for bowling, they may be interested in trying a heat of go-karting too.
- If you’re trying to upsell a bachelor party, offer unlimited drinks and appetizers. Guests that celebrate a bachelor party love all-inclusive add-ons.
- Do you offer deals for business events? These guests are often looking for a full day at your venue where everything is taken care of. Upsells such as multiple activities and dinner and drinks are a guaranteed success.
4. Food and beverages always work
If you don’t offer many different activities at your venue, or if you simply don’t know where to start with upselling and cross-selling, we advise you to begin with offering cross-sells such as food and beverages.
Everyone gets hungry and thirsty after their day at your venue. That’s why offering food and drinks is always effective. Plus, it will greatly enhance your visitor’s experience at your venue.
Advertise different food and drink packages for each of your deals. For example, families will be fond of fries, burgers and soda, while business guests will enjoy appetizers and alcoholic drinks.
If you offer special packages for birthday parties, try offering a birthday cake with candles to make your guests feel extra special.
5. Consider the value of the initial order and the segment you’re selling to
When you choose upsell and cross-sell options for your deals, many sources advise you to avoid those that increase the overall order costs by more than 25 to 50%.
Let’s say the visitor is looking into a laser tag family package that is $100, then it might be best to keep away from cross-sells and upsells that cost more than $50.
If your upsell or cross-sell increases the total costs of the order too much, your visitor is less likely to buy the extra options. Upsells and cross-sells should be a fun extra to make the experience more personal.
Use common sense
Use your common sense when selecting the right upsells and cross-sells per deal. For example, dinner as a cross-sell is probably more than 25 to 50% of the initial order. In most cases that’s perfectly fine, since the guest is often willing to pay this amount for this add-on.
Use segmentation to your benefit
The maximum price of your upsells and cross-sells also depends on the segment you’re selling to:
- Families are more likely to buy more expensive upsells and cross-sells. Kids are usually hungry after a day at your venue and their parents will be happy to have food and drinks arranged for everyone in advance.
- Students tend to have a smaller budget. Choose less costly upsells and cross-sells, such as snacks or an extra heat of go-karting for a good price.
- If you’re upselling or cross-selling a bachelor party, don’t be afraid of advertising great, but more expensive, party deals. Bachelor party guests come to have a good time, the costs matter less than the experience The same goes for business events, especially for bigger companies.
6. Upsells and cross-sells should be easy to book without blocking the booking
Make sure the extra activities are easy to add and don’t stand in the way of the initial booking. They shouldn’t depend on your capacities or schedule.
If you use Briq’s webshop, we display your upsells and cross-sells automatically in the most optimal manner. We continuously keep track of which display works best for you and your guests to find the most customer-friendly and profitable extras.
All there’s left for you to do is simply load your deals into the webshop. We take care of the rest.
7. Don’t add more than 3 to 5 upsells and cross-sells per booking
Once you see that upselling and cross-selling is effective for your sales, it can be very tempting to add many add-ons for each deal. Adding more than 3 to 5 upsells and/or cross-sells is ineffective and will only hurt your revenue.
When faced with too many options, people will have a difficult time making a purchase decision. The decision becomes overwhelming for them. This leads them to delay or completely opt-out of the purchase.
Avoid presenting your visitors too many add-ons and stick to a maximum of 3 to 5 per deal.
8. Take a data-driven approach
Even if you have a strong intuition, data can help you decide which products and packages to upsell and cross-sell. Use guest data insights to analyze purchase behavior and choose upsell and cross-sell options that fit their interests. If you notice some separate packages are often bought as a combination, then you know there’s a cross-sell opportunity there.
Make checking your upsell and cross-selling campaigns a habit. See which ones work best and why. Also, pay attention to the ones that don’t sell well. These may not be the right add-on for the guest that’s booking the deal.
Check out our free ebook to discover how to make data-driven decisions for online strategies, your website and webshop.
Upselling and cross-selling checklist
Are your upsells and cross-sells ready to boost your revenue?
Do a quick check!
- My titles and descriptions are clear and contain all important information
- My photos are attractive
- My upsells and cross-sells are personal and fit the target audience
- I’ve included food and beverages as cross-sells
- The value of my upsells and cross-sells isn’t more than 25% of the value of the original order
- My upsells and cross-sells are easy to book and don’t block the initial booking
- I haven’t added more than 3 to 5 upsells and cross-sells per booking
- I use sales insights to monitor and improve my upsell and cross-sell strategy
From offline to online upselling
With online bookability becoming more and more important for the leisure industry, it’s not surprising that upselling and cross-selling strategies are also shifting to online.
You’ve probably seen guests that initially only came for bowling and ended up trying other activities as well and even stayed at your bar or restaurant.
This is what upselling and cross-selling is all about, but instead you try to persuade your visitor of these awesome options when they book your venue online.
Upselling and cross-selling is only possible when you’re bookable online
If you aren’t bookable online yet, make sure to set up an online booking system as soon as possible.
Guests will appreciate upselling and cross-selling options because it gives them the opportunity to customize their day out.
If you’re looking for other ways to increase your revenue, have a look at these leisure activities that are most profitable.