Would You Like 172.73% More Fries With That?

One of the problems with selling online is how disconnected customers can feel from your products before they buy.

There’s no ability to try your products on before they buy;

The touch, or smell, or experience of your product is difficult to communicate;

And there’s a risk that the product will be unsuitable – and need to be returned at the cost of at least effort (even when you offer “free returns”), if not postage.

So it’s crucial to ensure that you do use every opportunity you can to communicate key information about your product – whether it’s through text, audio, video, or images.

Upsells Lagging on Nando’s Website

A key driver of profits for fast-food retailers is the upsell.

It’s the reason why food is sold in meal-deals, and why the line “Would you like fries with that?” has become somewhat of a sales and marketing cliché.

For Nando’s, one key upsell item is the dinner roll.

But on Nando’s catering website, sales of the dinner roll were lagging.

The One Tweak That Increased Sales by 172.73%

In order to increase sales of the dinner roll, an “upsell” was offered on the Nando’s catering website – where customers could add a pack of 10x dinner rolls to corporate catering packages for an attractive one-off purchase price.

However, the button to add this item was mainly text – and did not show the dinner roll itself.

Simply adding an image of the dinner roll to the left hand side of the page increased upsell purchases by 172.73% overnight (at a 95% confidence interval).