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Lisa KellyUser Experience Content

Upsell Research for the Cross Sell Project

Do you want fries with that?Introduction to Upsell Research

Agenda

• Classic examples, multiple industries

• High-tech, industry-specific examples

• What does work. What doesn’t work.

• Recommended reading

• Lessons learned

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Does this sound familiar?

• You buy a new car and decided to include an extended warranty & service package.

• You have dinner at a nice restaurant and they wheel out the dessert cart.

• You buy a friend flowers for their birthday and you include a nice vase & balloons.

• You go to a hardware store for a hammer and pick up a pocket tape measure at the checkout.

• The little girl at the lemonade stand says they have cookies, too.

You’ve been upsold!

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How Amazon upsells

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How cable providers upsell

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How banks upsell

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How airlines upsell

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How Covered California “upsells”

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How Apple upsells (Demo)

• Demo of Mac purchase, iPad purchase

• Useful for:

– Point-of purchase items

– Low-cost items

– Individually-controlled purchases

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How LinkedIn upsells using related features

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Upselling in the App Store

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• Free apps for first-time users

• Upgrades for advanced users

• Genius recommendations

How Flight Track upsells

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How Flight Track upsells, cont.

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How Flight Track upsells, cont.

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A less-compelling example

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Does email work?

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What doesn’t work

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What doesn’t work, cont.

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What does work

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Renewal is a good time for upsell

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It can get creepy

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After web surfing…

You may be stalked by banner ads.

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Or, altered editorial content!

No one is safe!

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Where can I learn more?

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Don’t ignore power of “free”

• “Predictably Irrational” by Dan Ariely

• Which do you prefer?

– A $10.00 Amazon gift certificate for free

– A $20.00 Amazon gift certificate for $7.00

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Lessons learned

• Know your audience

• Make it relevant

• Give them a true incentive

• Make it easy to participate

• Catch them at the right time

• Don’t ignore the power of free

• Don’t be creepy

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Thank you!

SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLYCopyright © 2010 Symantec Corporation. All rights reserved.

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