The short answer is: absolutely. We’ve seen consistently across our client base that personalisation significantly improves upsell conversion rates for Australian SMEs. It’s no longer enough to simply suggest ‘related products’ – customers expect experiences tailored to their individual needs and behaviours. Upselling, when done right, isn’t pushy; it’s helpful. And personalisation is the key to making it feel that way.

For too long, upsells have been treated as an afterthought. A pop-up at checkout, a generic email blast… these tactics are becoming less and less effective. Customers are bombarded with marketing messages, and they quickly tune out anything that doesn’t feel relevant. Personalisation cuts through the noise by demonstrating you understand their specific situation.

Here are a few ways we’re seeing personalisation drive upsell success:

• Behavioural Triggers: Instead of a blanket offer, trigger upsells based on what a customer *does* on your website. For example, if someone views a specific product category multiple times, offer a premium version or complementary item.
• Purchase History Segmentation: Don’t offer a dog food upsell to someone who just bought cat toys! Leverage past purchases to suggest genuinely useful additions. This is particularly powerful for subscription-based businesses.
• Lifecycle Stage: A new customer needs different upsells than a loyal, long-term one. Focus on onboarding support and introductory offers for new buyers, and premium features or larger quantities for established customers.
• Dynamic Content: Personalise the upsell message itself. Use the customer’s name, reference their previous purchases, and explain *how* the upsell will specifically benefit them.

The technology to deliver this level of personalisation is now accessible to even the smallest businesses. Platforms are integrating customer data platforms (CDPs) and marketing automation tools, making it easier to segment audiences and deliver targeted messages. We anticipate this trend will only accelerate, with AI-powered personalisation becoming even more sophisticated in the coming years.

If you’re not already personalising your upsell offers, you’re leaving money on the table. Start by analysing your customer data to identify key segments and behaviours. Then, test different personalised upsell strategies to see what resonates best with your audience. A small investment in personalisation can yield a significant return.