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Conversion Optimisation: How Do I Improve Conversion Rate? ASOS Improving Visitor Value by Upselling.
Just like with any physical retail store customer service is key to building a loyal client base. Online is no different if a user adds a chosen product to the shopping basket of your website then suggesting other relevant products is good customer service , it happens in the physical world and it should happen in the digital one too.
People that buy from you are doing so because they like what it is they see on your site. If a user adds a product to a basket, show them other things they might like as well. If they are viewing a product, the same applies - show them similar items. While they might not buy the product they first saw, they may see something more appropriate and buy straight away if you send them in the right direction. Upselling and cross-selling are tried and tested sales techniques, and there is no reason not to use them on the web