How to upsell a ‘payroll’ product as well as an ‘accounting’ product to customers at the same time. 💷
Sage is a SaaS company centred around accounting and payroll products. Currently, customers are purchasing a ‘payroll’ product after they purchase an ‘accounting’ product.
I was set the task of “looking at a way to encourage users who buy the ‘accounting’ product to also purchase a ‘payroll’ product at the same time”.
This was an interview task, for which i was given 2 days to design a solution and do any supporting research.
Please note: There was no access to any user stats, analytics or existing research. The purpose of the task was to show my process and approach.
Benchmarking. Moments of persuasion and enticement. Like that chocolate bar and gum at the checkout in the supermarket that you really DON’T need. How can we take this quality and use it in a conscious, appropriate and informing manner?
How might the customer be feeling?
Overwhelmed. They may have been browsing for a while and not know what they want.
Intimidated. This might be the first time they are purchasing a product that is digital centred. They might not have confidence with technology.
Certain. That user who knows (or thinks) they know exactly what they want.
Unsure. They might have no idea at all what they need, or where to start.
Well researched and sure. They have done their research, there’s no chance they are going to purchase something additional.
Key considerations for customer
Design solution should educate
Design solution should not put pressure on user or feel pushy. Don’t want to sell something that the user doesn’t need.
Design solution should be as simple and ‘easy’ to cross sell payroll product, but simplicity must be done responsibly.
Design solution should be supportive, and make users clearly aware of what they are signing up too.
Key considerations for business
Solution should be prominent enough for user to engage and wish to find out more and hopefully purchase.
As well as educating and encouraging, solution should aim to bring revenue to the business through sales.
We don’t reduce and redirect sales from our top selling product (accounting) in order to compensate for payroll product which isn’t as commonly purchased.
