Knowing *what* to upsell is important, but nailing *when* to present those offers is where many Australian SMEs leave money on the table. It’s not about relentlessly pushing more onto customers; it’s about strategically offering value at moments when they’re most receptive. We’ve seen firsthand how thoughtful timing can dramatically increase upsell conversion rates.
There isn’t a single ‘best’ time, as it depends on your business and customer journey. However, here are some key moments we consistently find effective for presenting upsell opportunities:
- Post-Purchase – The ‘Thank You’ Page: This is prime real estate. Customers have just demonstrated trust and are in a positive mindset. Offer a related product or service that enhances their initial purchase. For example, if someone buys a coffee machine, suggest a milk frother or premium coffee beans. Keep it relevant and avoid overwhelming them.
- During Onboarding: If your product or service requires setup or learning, use the onboarding process to highlight premium features or services. A software company might offer a one-on-one training session as an upsell after a customer signs up for a basic plan.
- Triggered by Usage: This is where data really shines. If a customer is heavily using a particular feature, suggest an upgrade that unlocks more functionality within that area. For instance, if someone frequently uses the standard reporting features in your marketing platform, offer them access to advanced analytics.
- Renewal Time: When a customer is renewing a subscription, it’s a natural opportunity to present a higher-tier plan with added benefits. Frame it as an upgrade to help them achieve even better results, rather than simply a price increase.
It’s also crucial to consider the customer’s lifecycle stage. A brand-new customer will respond differently to an upsell than a long-term, loyal one. Segmenting your audience and tailoring your offers accordingly is essential. Don’t bombard new customers with upsells before they’ve even experienced the value of your core offering.
Finally, remember to test different timings and offers. A/B testing can reveal what resonates best with your specific audience. Continuously analyse your results and refine your strategy. By focusing on delivering genuine value at the right moment, you can turn upsells into a powerful driver of growth for your business.
To get started, map out your customer journey and identify those key moments where an upsell could genuinely enhance their experience. Then, prioritise testing one or two of the strategies outlined above.
