Cross-sells moved to post-purchase: 19.61% take rate, $58k
Commentary byLiftArchiveOur analysis, not theirsMoving cross-sells from the product page into a post-purchase upsell funnel gave the first upsell a 19.61% take rate and $58,481 in revenue over a year.
Shishir Nigam did this on Shopify stores they own, and it was published as a Zipify case study.
It was a before/after change, not a split test.
- First upsell: 19.61% take rate on 9,154 views, $58,481 in revenue, $6.39 per visit.
- Downsell: about 5% take rate.
- Average order value rose from about $25 to nearly $50 over the year, per the owner.
- Total extra revenue from the funnel was $97,700.53 in a year.
The change
A complementary-product upsell after checkout replaces product-page cross-sells.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Cross-sells for other products sat on the product page, where the owner felt they distracted shoppers from the first purchase.
Variant
The cross-sells moved to after checkout. Buyers first saw a complementary product, then a premium version if they said yes, or a downsell if they said no.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Removing other products from the product page lets shoppers focus on the first buy.
- After paying, buyers are already committed, so a related add-on is an easy yes.
- A complementary item adds value to what was just bought rather than competing with it.
Caveats: Before/after over about a year with no control group, so other changes may have played a part. Vendor-published, with data from around 2019.
Who ran it
Shishir Nigam ran this test for Shopify stores owned by Shishir Nigam and published the results (Zipify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Shishir Nigam →
How to run this test on your store
- Hypothesis
- If we move cross-sells from the product page to a post-purchase offer, then revenue per order will rise because shoppers aren't distracted before buying and say yes to add-ons after.
- Primary metric
- Revenue per visitor
- Guardrails
- Product page conversion rate
- Average order value
- Upsell take rate
- Who should test it
- Stores where cross-sells on the product page pull clicks away from the main product. If your cross-sells already lift AOV without hurting conversion, keep them and add post-purchase offers too.
Questions
Do cross-sells on the product page hurt conversion?
They can, by pulling attention away from the main item.
This store owner saw that and moved them after checkout.
What should a post-purchase upsell offer?
Here a complementary product came first, then a premium version.
Other stores do best with more of the same item, so test both.
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