The Most Valuable Moment in the Customer Journey (And How I Use It to Grow Every Order by 30%)

The Moment Most Brands Waste

I'm going to show you how to become a champion at increasing average order value. When somebody comes into your shop, whether it's a store in person or a website, and they open up their credit card to you, that is the most important moment in the entire customer journey. Not the ad click. Not the email open. The moment they commit to buy.

And here's what kills me: most brands do nothing with it. They take the one product, say thank you, and send the customer on their way. I have seen so many brands in the game of marketing miss out on systematically introducing people to the rest of their catalog at the exact moment those people are most ready to say yes.

Three Words: Upsell, Cross-Sell, Downsell

There are three words I want to introduce you to, and they each mean something slightly different.

An upsell is when you encourage the customer to buy something more premium. If you offer a protein powder for $29, you can offer a premium version with added ingredients for $49. Or take a consumable. One of my products is a magnesium drink. Instead of buying one for $19.95, I introduce the idea: hey, why don't you buy two for $37 and save yourself a little money? I get a bigger order, and I get that person consuming my product for longer. Everybody wins.

A cross-sell is when you introduce an additional product from your brand. Say you have a beauty line and you're selling a lipstick. Maybe you offer a facial powder because it's complementary to the process. You're not selling a better lipstick. You're introducing a different product. If you don't take advantage of that moment, these people might never find out you have other products that solve the problems they're trying to solve.

And a downsell is for when the customer says, thank you for that offer, but I'm going to pass. If the product you offered was $59, why not come back with something at $17? You still get the chance to introduce them to more of your brand. As a marketer, you should be actively focused on all three.

Why This Only Works on YOUR Store, Not Amazon

I recently did an episode on this channel about the difference between Amazon and Shopify. Here's the beautiful thing about your own e-commerce, whether it's Shopify, WooCommerce, BigCommerce, Magento, whatever: you control the customer journey.

On Amazon, this is not possible. You have one product you can sell and that's it. You cannot upsell, cross-sell, or downsell. You know who can? Amazon can. And what do they do? They upsell and cross-sell other brands, other products. Generally not yours. Once in a while you get lucky and they'll show another product from your brand, but in general, they control that entire journey. On your own store, you control that relationship. That's the whole game.

What This Looks Like Live on My Store

On my e-commerce platform I use a tool built by a good friend of mine, Ezra Firestone. It's integrated with Shopify and it's called OneClick Upsell. This company has given me awards because my brand happens to be one of the top brands using this technology. On my dashboard, OneClick Upsell has made me an extra $3,637,245. Raise your hand if you'd like to make another $3 million. I'm raising mine too.

Let me show you how it works live. I add my Magic Mag magnesium drink to the cart, $21.95. The moment I click add to cart, I automatically get introduced to a complementary product from my brand. This is a beautiful cross-sell, because the magnesium drink alone won't give my audience the vitamins and minerals they need for their metabolism. I'm actually serving them by offering more of what we spent years developing. It creates urgency, gives information, and adds to the cart with one click. That's exactly what it claims to be: one click.

Before checkout finishes, the customer sees a few more offers, and it never feels like the brand is overdoing it. It feels like the brand is trying to provide more value. In my demo, my initial order was $21.95. After a couple of clicks, my cart was $174.80. Roughly eight times bigger, because I did the right thing as a marketer and used the journey to introduce other products from the brand. On average, I get to increase every single order by 30% when I introduce other products this way. My average order value that day was $129.

The Math That Makes It a No-Brainer

How much does something like this cost? It's actually quite affordable, and it's priced on the upsell revenue it generates. If it makes you between zero and $200, you pay $24.99 a month. At the top tier, like NaturalSlim, my company, generating $350,000 a month in added revenue, I pay a max of $849.

So let me ask you something. Is an additional $350,000 of revenue you would not have gotten otherwise worth $849? The answer is obvious, right? It's one of those opportunities where if you don't know, you don't know. All you have to do is learn about these things and start maximizing them.

Inside the tool you get unlimited upsell funnels, cross-sells and downsells, split testing of different offers, mobile-optimized offers (and today 90% of traffic comes from cell phones), and an analytics dashboard that shows you exactly which funnel is working. In my last 30 days, post-purchase upsells brought me $6,873 and pre-purchase upsells brought me $44,000. You want to monitor this constantly to see what's working and what's not.

Set It Up. You Don't Need to Be a Developer.

If you believe this is something you should be doing, it's very easy to set up. It literally takes a few clicks. I'm not a programmer. I'm not a developer. And I integrated this on my own. Now my team helps me manage it and create on it consistently, every single day.

Ezra was a marketer before I was a marketer. He built a big beauty brand called Boom by Cindy Joseph, and there's free training and resources to help you implement this on your own e-commerce site. Get it installed, get educated on it, and get your first funnel integrated. The most valuable moment in your customer journey is happening on your store right now. Stop wasting it.