How To Boost AOV With Custom Thank You Page Upsell Funnels | #135 Ruth Even Haim

This episode features a conversation with Ruth Even Haim, co-founder of ReConvert. We discuss how to boost your average order value (AOV) with custom thank you page upsell funnels.

On the Show Today You’ll Learn:

• The concept of upselling and cross-sell
• How do upsells and cross-sells affect revenue and conversions
• The best ways to upsell on the thank you page
• How Reconvert can help ecommerce merchants make more money with less effort
• And more

Ruth isn't your typical entrepreneur - she began her career working in the military's IT department before moving to a project lead role in high tech. During this time, she built a small e-commerce business as a side hustle - through that experience, she learned to think like a merchant and see where Shopify's apps store was missing solutions. Together with her co-founder & brother Eric, Ruth has built several amazing products - including Reconvert Upsell, the most popular upsell app on the Shopify platform. ReConvert boasts almost 40,000 active stores and has generated over 3M in revenue for online brands like Tushy, Dress barn, and more.

Links & Resources

Website: https://www.reconvert.io/
Shopify App Store: https://apps.shopify.com/reconvert-upsell-cross-sell
LinkedIn: https://www.linkedin.com/in/ruth-even-haim-b81b7269/l

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Transcript

Claus Lauter: Hello and welcome to another episode of the e-Commerce Coffee Break. Upsells cross sells very important topics for merchants, specifically in times when the cost per position is going through the roof. And I can tell you it's not going to get cheaper to get. New clients. So you wanna increase your average revenue.

One way to do this is obviously increase, , your average order value with upsells and cross sells. That's one you wanna talk about today and with me today on the show. I have Ruth Even Haim. She's the co-founder of Reconvert. Reconvert is a bootstrap SaaS company on a mission to help e-commerce merchants make more money with less Bruce isn't your typical entrepreneurship. She began a career working in a military's IT department before moving to a project lead in a high tech. During this time, she built a small e-commerce business as a side hustle. Through that experience, she learned to think like Merchant and see where Shopify Apps stores or what they were missing out on solutions.

Together with her co-founder and brother Eric Ruth has several amazing projects. One, including Reconvert Upsell, the most popular upsell app on the Shopify platform. So Ruth is the expert. To go to when it comes to upsell and cross sell, and that's what I want to go and talk about today. Hi Ru. How are you today?

I'm good. How are you? Very well. Ru merchant's always looking for ways to increase their revenue, obviously upsell's, very important. Tell me a little bit about the concept of upsells and cross 

Ruth Even Haim: sells. The basic concept is just to get a customer who is already in the store, who is in the process of buying, you know, maybe already bought something and value.

That's really [00:02:00] something that every merchants wants to do, so that. You get a higher return on investment for any customer that lands in your store. And one of the best ways to do that is by upselling and co-selling the customers, by offering them, i l complimentary products or upgrades to the existing products.

, you can do it throughout the entire commerce funnel. You can upsell them form the product page all the way to post-purchase and then later on in emails or s m s or anything like that. , what we really like to do in Reconvert is focus on the post-purchase because it's the least sensitive area, like you can, , upsell someone on the thank you page or post-purchase without hurting the previous order or the purchase flow and distracting the customer from.

Claus Lauter: Okay. I think a very important point that you mentioned, their funnel. A lot of merchants, their funnel stops at the checkout page, but obviously it goes further than that and it becomes its own funnel in its own way. Tell me a little bit more about this kind of upsell 

Ruth Even Haim: funnel. We can separate it to two parts.

There is the acquisition funnel where you want to get [00:03:00] awareness, get someone in purchase, and I think this is the funnel that everyone knows about and kind of stop at the checkout, like you said. And then there's the post-purchase, let's call it the retention funnel. And this is where even if someone already purchased the journey doesn't end, it costs.

About three times more to get a new customer afforded all than it is to get an existing customer to buy again. So this is something that can really help improve revenue for a lot of e-commerce stores if you focus on retaining the existing customers and the retention doesn't have to be after they leave.

This is also a misconception you can get them to buy again before they even left after the first order. , and a lot of stores are doing it beautifully. If we talk about the post-purchase funnel, , It can actually start at checkout specifically on Shopify. It's only relevant for Shopify plus merchants.

Shopify recently released, , the option to do, , checkout extensions and upselling doing checkout, so you can actually get them to add something to the cart, to the checkout. As they're buying, and you need to be very careful there. You don't want to get them , too distracted where they don't finish , the checkout.[00:04:00] 

And then after checkout, there are a few things you can do. You can create an entire funnel, , where you give them an upsell, like two upsells or maybe an upsell and a downsell depending if they accepted the offers or not. This is a one click upsell, so you can show them a complimentary product.

Let's say they bought a shoe, you show them a sock, and with one click they add it to the cart. You can make it time sensitive, , you can give a discount. It's really up to your customers and your niche, how you wanna do this. then, They get to the thank you page, and I think this is where a lot of stores miss out because the thank you page is blank on Shopify.

But if you go to eBay or Amazon or any of these really big platforms, the thank you page is far from blank. You get a lot of product accommodation. Call to actions for survey, for signing up for updates. There are so many things you can do with the thank you. It is essentially a new landing page, and if you optimize it correctly, it can not only get customers to buy again immediately before leaving the store, but it can also [00:05:00] get them to just stay in touch with you.

For example, they can give you their birthday and then on their birthday you can send them an email or an SMS message with a discount to celebrate their birthday with them and get them back even six months after the original purchase. I think a lot of people focus on things like surveys and things like that on email marketing, which is great.

This is definitely something that stores need to do, but you can get it form the thank you page, you can get it before they even left the store, and usually. The opt-in rates are higher because 100% of your customers see this. The impression is 100%. So you get a lot more people food at all for your surveys and birthdays and videos or whatever you wanna show them.

Claus Lauter: . Yeah, very good point. , thank you page. , Amazon is a good example. Amazon does a ton of testing so they know what you're doing. And now as a Shopify immersion, one of a sudden you have the capability to do the same on your own store. Now, when it comes to the upsells, and you mentioned one upsell.

Two downsell. I want to dive a little bit deeper into this. Give me a bit of a, , idea on how to do this the [00:06:00] best way. , also, what kind of pricing structure do I put behind my upsells? 

Ruth Even Haim: , it depends a lot on the niche and on the type of products you have. So, for example, if you have a store with lot of high ticket items, you would wanna find some smaller complimentary products to upsell on these.

upsell one, upsell to downsell, pages. But if you have products that are generally, in Lowell prices, then you can even show the same product. , what we've seen a lot of , success with is actually showing a product that the customer just purchased. , it's counterintuitive, but it works really well.

For sure that the customer wants this product. let's say this is a clothing item, I might have been thinking about different colors, like which color to choose. And then if you show me a discount of 20% or 30% post-purchase for the same item, and I can choose the other color that I didn't take, a lot of people choose to take that.

So this is one option. Another option is offering a add up as a gift to someone. Again, the same item, maybe they wanna buy it as a gift, What we usually recommend is [00:07:00] showing the same product purchased with about a 15, 20% discount on the first upsell, and then if they didn't accept the offer, the downsell would still be the same product with a higher discount to give them another option to get it.

If they did accept it, , you could just use some ideal dynamic accommodation that are, , smart enough to kind of know that, , people who usually bought this also buy this and recommend something similar that is lower in price with a discount as a second upsell. , and of course you can do this very customized.

To the specific product, for example. We have, , funnels that you can create with specific triggers. So you can say, if the customer bought this specific product, these are the things I wanna show him. If you bought from this specific collection, these are the things I wanna show him.

And then you can really be specific about it, depending on product that, you know, go together. 

Claus Lauter: Okay, I understand Reconvert has a visual layout or funnel builder in there, and you can go and [00:08:00] basically put the different steps of your funnel visually together in this editor. Now you said in on the thank you page, there's a ton of different options, like collecting the burst days, doing surveys.

How does that work? What are the best ways to get started on the thank you page? 

Ruth Even Haim: , with Revet, we actually have some best practices, like true and tested with all the customers we've had so far. and you can just in about two clicks, tell us what is the maximum discount you're willing to give on post-purchase offers and then click a button and we set it all up with, , the best converting widgets, the best converting offers, , that are generally true, and then you can customize it for your store. , but I would say that for the thank you page, you don't want to overwhelm customers one hand, but you also don't wanna keep it black.

So a few elements that I would recommend adding to the thank you page. In any store is a birthday collector. This only stays until they enter their birthday. If they entered it, it doesn't show up anymore. and a survey can ask them about their experience. It can ask them about how they reached you [00:09:00] sometimes.

Attribution, especially in today's world, is difficult. And this kind of survey can kind of help you understand where customers are getting to you and get new insights about that. , and then you can do some scalable product recommendations where the customer feels like the purchase experience didn't end.

They can still scroll. It's interesting, it's enticing. We're used to squalling. Speaking to this urge that we all have with our phones, , in today's world. , I would also add a popup. In Reconvert we have a popup with, , timer. So you can give a general discount or a specific discount, and it's time sensitive.

And if the customer stays on the website, it keeps, , following them around so they never forget about it. This is very, , well at converting post-purchase. This is getting a lot of people to buy again because they don't wanna miss out because of the urgency.

and then one last thing I would, , add is, , social media sharing buttons so you can allow customers to offer a discount to their friends if they share about a store on Instagram or Facebook or Twitter or [00:10:00] whatever platform they're on. And this is a really good practice. Some stores that have the more.

Viral aspect of it. They speak to, , people on social media a lot. They can get a lot of traffic, , , from new customers just because of word of mouth with their existing customers. and again, there are a lot of things you can add on top of this, , but you don't want to overwhelm customers.

another thing I would recommend is basically dividing the thank you page according to impress. So the thank you page on Shopify, and this is something I think also a lot of the times miss out on. It's not just a thank you page, it's also the order status page. This is where Shopify sends customers in their post-purchase emails, like updates about the order about shipping.

They send them back to the thank you page so you can optimize it in a way where the customer, sees a specific thank you page if he just completed his order and he sees a completely different thank you page, if he comes back for updates and then according to where he is in his retention journey, you can show [00:11:00] him completely different things and speak to him in a different.

Claus Lauter: Yeah, that sounds for me like a very interesting feature. So every time they come back, even as a returning customer, the thank you page will not show the same content. It would just come with something different. And you as merchant, you're just collecting more data and get a better feeling about your customer.

It's a really great feature there. Now let's talk a little bit about KPIs, about numbers. , what's the average conversion uplift, , revenue uplift that you see by merchants using upsells and cross? 

Ruth Even Haim: I feel like I'm saying it a lot, but it is important to say it depends a lot on the, , industry, the type of products you have.

And it also depends a lot on the size of the store. The bigger stores usually see better results cause they have more orders. They have more impressions to the thank you page, but we see, an uplift of anywhere between five to 15% in revenue in total. , on average there are stores that are lower than that, stores that are higher than that.

Regarding the conversion rate, the thank you page goes from zero. It's basically like an exit door to, anywhere between [00:12:00] healthy percent to 10% conversion rate. , on the thank you page, These are really warm leads. Basically like if we treat customers who just completed a purchase as a new lead for a new purchase, they are very warm.

They just prove intent to buy from you. They just purchased from you. They agreed to give you their credit card and buy something. So it's a really good moment to offer them something new. Okay. 

Claus Lauter: as a merchant, you have already done the hard job of building enough trust on your store to get them to the checkout, and then .

obviously it's much easier on their dopamine whatever it is high, and then it's easier to sell to them. Now, continuing the customer journey, what of, , connectors, APIs do you have to like clavio or any other kind of tools? 

Ruth Even Haim: , we have a few connectors, , for different I Shopify apps or, , communication apps.

So for example, Clavio, , MailChimp, and a few s m s, , marketing apps like s m s Bump. , we integrate with them to send them the birthdays that you collect. So if you collected a customer birthday, you can create a really simple. Birthday flow via [00:13:00] both SMS and email and just get them back to the store.

We actually use Clavio ourselves. We really love Clavio, so the integration with them was really important to us. And we know Merchant Slava too, cuz it's a great tool for email marketing. we also have some integrations with smart product accommodations, so any kind of, , product accommodation tool that you might.

In your store, , with an algorithm that knows to recognize products back together, we integrate with them so that you can show the best possible recommendations without having to manually choose what product to show to each customer, which can be overwhelming. , And lastly, we do have some integrations with, , some reviews, , apps.

And that is basically just so you can show on the post-purchase as well. , product ratings, increased trust show, , social proof, even post-purchase. Okay. No, 

Claus Lauter: that sounds great. Now, when it comes to installation, onboarding and pricing, give me a little bit on overview on how that works. 

Ruth Even Haim: , I'll start with pricing.

I think that's what people are most , interested about usually. Recon Convert right now, I will say we have [00:14:00] a free plan. For stores that have less than 50 orders. And this very plan is going away really soon, like in the next week or so. So if anyone's listening and is interested, if you have less than 50 orders, this is the time to install.

and then after that, we just go with you. The more orders that a store has, the more they will pay for reconvert. You can see the full pricing on our website, full tiers, but. It is up to $350 a month, , for the. Highest tiers and it starts from $8 a month for the lower tiers. , what I do wanna say, one of the most important things for us with pricing is that you are ROI positive.

Like we always wanna give more than we take. We don't wanna take more money than we help merchants generate. Something that was really important for us from the beginning. So we do sometimes get merchants who things are not working out for them well, and then we'll do some optimizations with them or even give them a discount if needed so that they can get the best results possible and be ROI positive with the app.

, so [00:15:00] this is about pricing, , regarding the onboarding, honestly. Created a super simple onboarding. Like I mentioned before. We have our best practices, which are best practices for the entire funnel, , including the thank you page. And if you want, in store we convert. And after approving payment, all you have to do is , tell us what is the maximum amount of discount that you are willing to give that still keeps you profitable.

Click one button and we set it all up in your live. It's basically that simple. You can customize it a lot. You can create a lot of different funnels with a lot of different triggers. , we haven't really talked about it, but there are so many ways to segment the customer. Purchase. You have a lot of data about this customer.

So we give merchants the option to really segment their funnels as they need. But for a lot of stores just starting out, a simple funnel that uses dynamic recommendations, , and uses the best practices is enough. Like for a lot of them that has the trick. That's for onboarding. And we also have 24 [00:16:00] 7 customer support in live chat.

They help merchants set things up as needed. All the. . 

Claus Lauter: Okay. No, that's not. I like the idea that you basically can start very easy and then the more experience you get with the app, you just increase the kind of structure and complexity that you wanna use in your business with these different funnels. Why can people find about 

Ruth Even Haim: Reconvert?

So you can find out more about us, Ida in Revet dot Tao, which is our website, or on the Shopify app store. If you search for re convert. 

Claus Lauter: Okay, I will put the links in the show notes as I always send just one click away. Bruce, thank you so much. I'm giving an overview about upsells and cross sells. I think it's really important that everyone has this in their store I can almost guarantee everyone will see a benefit, a profit increase coming from these apps.

Thanks so much for your time and have a great day. 

Ruth Even Haim: Thank you. You too.

[00:17:00]