The Cross Sold Products report lists the top 100 items that were purchased on your website by unique buyers. It includes the top 20 items that were cross-sold with each of these products during the selected time period.
For each cross-sold item, this report lists the number of common buyers over the time period. It also shows the number of common visitors who purchased the two items during the same visit. You can use this information for future cross-selling campaigns for that item combination.
You can use the data in the Cross Sold Products report to identify opportunities for cross-selling campaigns:
- Items with high in-session (cart) overlap
- Present these items prominently on the relevant product and category pages to capitalize on immediate cross-selling opportunities.
- Items with high cross-session (buyer) overlap
- Present up-sell offer with these items during the purchase process or through follow-up emails to target customers.
If applicable, cross-selling intelligence gained from your online channel can be applied to your multichannel environment. Consider catalog and in-store placements of commonly cross-sold products to drive the multichannel revenue of such products.
Cross Sold Products report use case
This use case shows how to use the Cross Sold Products report to deliver relevant cross-selling recommendations to visitors.
You review the Cross Sold Products report and complete the following steps and analysis for the top-selling apparel item purchase on your company website.
- Identify the items that you want to evaluate for cross-selling potential, beginning with the most popular items on your site.
- Determine what items cross-sell best with these items.
- Add cross-selling recommendations to appropriate categories, product pages, or onsite search results pages.
- Monitor changes on an ongoing basis and adjusts recommendations accordingly.
The following is the data output from your reporting exercise using the Cross Sold Products report.
|Analyzed Item: Men's Dress Shirt||Buyer Overlap||Shopping Cart Overlap|
|Basic Sport Coat||1.25%||0.42%|
This data reveals that visitors who buy Men's Dress Shirts rarely purchase a Reversible Belt immediately, but often return to do so. You consider a targeted email promotion to accelerate this cross-selling opportunity. Visitors who buy Men's Dress Shirts often buy Oxfords in the same visit. On the Dress Shirt product pages, you plan to focus recommendations on Oxfords that match the color and style of the shirts a visitor is viewing.
Key performance indicators for the Cross Sold Products report
Focus on these key performance indicators when analyzing data in the Cross Sold Products report.
The Cross Sold Products report provides the following metrics in the default view.
- Online: Unique Buyers
The total number of visitors who purchased one or more products via online channels.
- Common Buyers
The number of buyers who bought both primary and secondary items during the selected time period.
- Common Buyers Overlap %
The percentage of all buyers who purchase the primary item represented by those who purchase the secondary item.
- Shopping Cart Overlap
- Shopping Cart Overlap %
The percentage of all buyers who purchase the primary item who also purchased the secondary item within the same buying session.