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Chapter 4. Transactors > Bundle Your Offerings

Bundle Your Offerings


Make it easy for your users to add related items to their transactions.

Once I was on a business trip where my wife asked me to purchase a particular type of scented cream at a specific store. The cream that my wife wanted was $11.50; the problem, however, was that three bottles of cream could be bought for $24.00 instead. What I originally thought would be a five-minute exercise ended up being a half-hour of internal deliberation as I debated whether I should get one item for $11.50 or three for $24.00. All of a sudden, the single bottle of cream ended up costing a lot more in my mind because the per-unit cost was significantly lower when three units were bought. This is an example of bundling in action, and it worked on me because I (or my wife, I should say) ended up with three bottles of her favorite scented cream.

When your users have decided to transact, this is a great time for you to bundle other items with their transaction. If they are going to fill out a form or go through the checkout process, why not let them make the most of the process by bundling other related offerings for their convenience? Just like the cream example, why don’t you bundle items together so that your users receive a discount in exchange for purchasing multiple items? By bundling items together online, you can help your users save on two of their most important commodities: time and money. The following sections will show you different ways to bundle your offerings together.

Multiple Applications at Once

When you click on the “Apply” button at the WingspanBank site, you’re lead to an application center that enables you to apply for more than one product at a time. This is a critical moment to up-sell to your users because they’ve already decided that they’re going to transact, and now you can offer them the convenience of applying for multiple products at once. This is another type of forking question in which a minimum number of additional questions are added to the form to cover all of the products being applied for. As you promote this functionality, however, make sure you emphasize the convenience and the capability to save time by applying for multiple applications at once.

Apply for as many financial products as you need all in one shot. www.wingspanbank.com

Would You Like Fries with That?

At a burger joint, you’re never just offered a burger and a soda—you’re always offered fries to go along with your meal. Web sites such as Outpost.com follow a similar idea by making it easy for users to add related items. When users are on a product page, they have two options to buy: They can buy the product by itself, or they can add related accessories to the product they are purchasing. By making these items directly accessible, they stand a higher chance of being purchased than if users were required to find and purchase the accessories on their own.

One other point to keep in mind is that this concept doesn’t only apply to providing accessories for products. For example, travel sites should make it easy for users to add insurance or to upgrade their hotel room when booking vacations. The point is to make related items easily accessible so that users are more likely to add them.

Outpost.com makes it easy for users to add on related items. www.outpost.com

The Discount Bundle

The online equivalent of the cream example mentioned earlier can be found at Amazon.com. When users view the details for a particular book, they will see an opportunity to purchase another related book as a bundle. Similar to the cream example, the perception with this is that a better discount is offered for purchasing more items simultaneously. This technique can be fairly powerful because it leverages both a reward (getting more books) and a punishment (paying a higher separate price for each book) at the same time. The caveat in Amazon.com’s case, however, is that the discount is no different than if the books were bought separately. Many users, however, will probably automatically assume that the discount is greater if they purchase the bundle and won’t think twice about it.

Amazon.com’s “Great Buy” bundle is difficult to resist despite not offering a better deal. www.amazon.com

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