# Cross-sells in Nitro's in-app checkout: +21% average order value

- Outcome: Won
- Page type: Checkout (SaaS)
- Elements: Cross sell
- Date shared: 2014
- Test run by: [Nitro](https://liftarchive.com/practitioners/nitro/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/testing-optimization-for-b2b-conversion
- Page: https://liftarchive.com/test/nitro-in-app-cross-sells/

Nitro added cross-sells and multi-license options to the in-app purchase flow for Nitro Pro, and reported a 22% rise in cross-sell revenue and a 21% rise in average order value. Nitro ran this change itself, working with its ecommerce vendor Cleverbridge, and it was published as a MarketingSherpa case study. It is a before-and-after comparison, not a split test.

## Result

**+21% average order value**

- Cross-sell revenue: +22% after the add-ons went live.
- Average order value: +21%, so buyers spent more per purchase.
- These are before-and-after figures, so other changes over the same period may have played a part.

## Control

The in-app purchase flow sold one thing: a single Nitro Pro license.

## Variant

The product selection pop-up added software assurance and a backup CD as cross-sells, plus the option to buy multiple licenses, with tuned messaging and placement in the funnel.

## Why it likely won (our reading)

- Many buyers already wanted a backup CD or software assurance, so the flow now offered what they were looking for.
- Small teams could buy several licenses on the spot instead of calling sales for a purchase under $1,000.
- The add-ons appeared inside the same in-app flow, so taking one cost almost no extra effort.

## Caveats

This is a before-and-after comparison, not an A/B test, and sample size and duration were not shared. The data is from 2014.

## How to run this test

- Hypothesis: If we offer relevant add-ons and multi-seat options in the purchase flow, then average order value will rise because some buyers already want them and would otherwise buy elsewhere or not at all.
- Primary metric: Average order value
- Guardrail: Checkout conversion rate
- Guardrail: Refund rate on add-ons
- Guardrail: Support contacts per order
- Who should test it: SaaS and desktop software sellers with self-serve checkout and add-ons that buyers already ask for. It probably won't help if your add-ons are weak or your buyers mostly go through sales.

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Credit: Nitro ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/nitro-in-app-cross-sells/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.