Retailers of all sizes understand that cross-selling is an effective way to increase online sales. What may surprise you is that you don’t need to spend a fortune to start an effective cross-sell program. Check out these slides to learn how MVMT Watches, the # 2 store on Shopify, used testing and optimization to launch a winning cross-sell strategy that increased online revenue.

1. The Upside to Cross-Selling
April 27th, 2016
How MVMT Watches Boosted Revenue

2. Your Speakers:
Blake Pinsker
Dir. of Marketing
MVMT Watches
Optimizely
Robin Pam
Sr. Product Marketing
Manager
Mariel Bacci
Sr. CRO Strategist
BVAccel
Spencer Stumbaugh
Dir. of Marketing
MVMT Watches

3. Housekeeping:
• This webinar is being recorded
• A copy of the slides and the recording will be sent to you tomorrow
• Enter your questions in the chat box
• Let us know your thoughts! Use @optimizely, @mvmtwatches, @bvaccel

4. Would you like fries with that?

5. 35% of Amazon’s revenue came from
cross-selling and upselling...in
2006

7. How can you use cross-selling to improve
the customer experience?

8. About MVMT
Crowdfunded brand disrupting the 60
billion dollar watch industry

9. MVMT + BVAccel
• Three-star Optimizely partner
• Shopify Plus prefered partner
• “Build A Business” award connected
MVMT and BVAccel

10. MVMT’s Target Audience
● 18 to 35-year-olds represent 75% of sales
● +1.1 Million monthly visits
● Mobile is king at 55% of all visits

11. Implemented an Optimization
Program
● Tracking is vital to our success
● Data Driven: Facts vs. Opinions
● A/B tests to optimize site
● How can we increase lifetime value of
guests?

12. Challenges for the Business
● Revenue growth
● On average, audience purchases
a new watch every 2-5 years
● How do we increase lifetime
value of customer and average
order value so we can spend
more to acquire a customer?

13. Introduced Interchangeable Straps

14. BVAccel’s Testing Methodology
● Identify where guests are in their buying
process
○ Just browsing or ready to make a
purchase?
● Persuasion Architecture
○ Guest buying style
■ Spontaneous: wants a deal she
can’t resist
■ Humanistic: will need a friend or
peer to approve product
■ Methodical: Needs all the details
before making a decision
■ Competitive: Simply wants the
best and to be the best

15. Testing Methodology for Cross-Sell
● Ideation:
○ Guest buying styles
○ Taking the “In Store” approach
to selling online
● Goal
○ How can we add strap upsell
without causing distraction and
decreasing overall conversion?

16. Three Different Scenarios:
● Interchangeable straps might be
shown as a feature to arouse a your
initial interest in a watch.
● A salesman at the counter may
introduce the straps as you are
viewing the watch you like.
● You might choose the watch you
want and then be offered a coupon
for interchangeable straps on your
store receipt or in a follow up email.

17. Ideation

18. Idea #1: Shopping Cart Strap Upsell
In Store Experience:
Salesman showing guest strap option after they
choose a watch they like
Pros:
Does not distract from decision making process
Cons:
Can distract from guest checking out and
completing purchase

19. Idea #2: Post Checkout Strap Upsell
In Store Experience:
A discount for strap upsell on a
receipt or in the mail post purchase
that must be used within a certain
timeframe
Pros:
● Does not distract from buying
or checkout process
● Appeals to spontaneous guest
Cons:
● Difficult to develop
● Might seem “gimmicky”

20. Idea #3: Products Page Strap Upsell
In Store Experience: Interchangeable straps are displayed alongside watch in showcase
Pros: Integrated into the normal buying process. Can also be seen as a watch “feature”
Cons: Slightly distracting from the buying process

21. Execution

22. We choose: Product Page Cross-Sell
Hypothesis: Adding the strap cross-sell to the product page will merchandise the
additional products like a watch feature. This will fit naturally into the buying process
and increase revenue per visitor without significantly decreasing total completed
sales.
Variation 1: Strap Cross-Sell Under
Product Styles
Variation 2: Strap Cross-Sell Under CTA
“Add To Cart”

23. Testing on Mobile - Heatmaps
Variation 1: Strap
Cross-Sell Under
Product Styles
Variation 2: Strap
Cross-Sell Under
CTA “Add To Cart”
55% of Traffic is mobile:
We need to make sure test is mobile
friendly
Dig deeper in data:
Scroll mapping shows that only 8% of
people would have scrolled down the
page far enough to see straps in
variation 1

24. Results

25. Control: No cross-sell
option
Variation 1: Strap Cross-
Sell Under Product Styles
Desktop Test
2.2%
Increase in
Revenue
Variation 2: Strap Cross-
Sell Above Product Styles

26. Control: No Strap
Cross-Sell
Variation 1: Strap Cross-Sell
Below Product Styles
Mobile Test
Variation 2: Strap Cross-Sell
Under CTA “Add To Cart”
5.5%
Increase in
Revenue

27. Key Takeaways
● Know your audience
● Mimic “in store” experience to create integrated buying experience
● Testing merchandising cross-sell products can increase Average Order
Value + Total Revenue
● EXTRA: The “imperfect” test concept

28. What’s Next?
● Revisiting Core Pages
● Mobile everything
● Site Personalization
● Continuing to curate a business wide
“Data First” mindset

29. Questions?

30. Thank You!