How do you balance your cross-sell offer with your primary value proposition on your landing page?

1 Understand your audience

Before you decide what to cross-sell and how to present it, you need to understand your audience and their needs, preferences, and pain points. What are they looking for when they land on your page? What are their motivations, challenges, and goals? How can you help them solve their problems or achieve their desired outcomes? Use data from your analytics, surveys, feedback, and customer personas to create a clear picture of your ideal customer and their journey.

2 Align your cross-sell offer with your primary value proposition

Your cross-sell offer should be relevant, useful, and beneficial to your primary value proposition. It should not compete with or contradict it, but rather enhance it or add value to it. For example, if your primary offer is a software subscription, you can cross-sell a training course, a premium support plan, or a complementary tool that integrates with your software. Your cross-sell offer should also match the stage of the buyer's journey that your landing page targets. For example, if your landing page is for a free trial, you can cross-sell a discounted annual plan or a bonus feature that encourages them to upgrade.

3 Use clear and compelling copy

Your landing page copy should communicate your primary value proposition and your cross-sell offer in a clear and compelling way. Use headlines, subheadings, bullet points, and call-to-action buttons to highlight the benefits and features of both offers. Use contrast, urgency, scarcity, and social proof to create interest and desire. Use simple and direct language that speaks to your audience's pain points and emotions. Avoid jargon, technical terms, or vague claims that might confuse or alienate your visitors.

4 Design for clarity and simplicity

Your landing page design should support your copy and make it easy for your visitors to understand and act on your offers. Use colors, fonts, images, and icons that match your brand identity and convey your message. Use white space, grids, and visual hierarchy to create a clean and organized layout. Use directional cues, such as arrows, pointers, or eye gaze, to guide your visitors' attention to your offers. Use contrast, size, and shape to differentiate your primary offer from your cross-sell offer. Avoid clutter, distractions, or competing elements that might overwhelm or confuse your visitors.

5 Test and optimize

The best way to find out what works and what doesn't for your landing page and your cross-sell offer is to test and optimize. Use tools such as Google Analytics, Google Optimize, or Unbounce to run experiments and measure the performance of different versions of your landing page. Test different elements, such as headlines, images, copy, buttons, colors, or layouts, and see how they affect your conversion rates, bounce rates, or average order value. Analyze the results and use the insights to improve your landing page and your cross-sell offer.

6 Learn from best practices and examples

Learning how to balance your cross-sell offer with your primary value proposition on your landing page can be made easier by looking at successful businesses' best practices and examples. For instance, Dropbox offers a free storage plan as its primary offer and cross-sells a premium plan with more storage, security, and features. Their landing page is designed with a simple and clear headline, a comparison table, and a prominent call-to-action button to emphasize the benefits of both plans. Netflix also offers a free trial as its primary offer and cross-sells a monthly subscription with unlimited movies and shows. The landing page has a catchy and bold headline, short persuasive copy, and a countdown timer to generate urgency and interest for both offers. Shopify provides a free trial as its primary offer and cross-sells a domain name to help users create their own online store. Their landing page has an easy to understand headline, an attractive form, and a subtle cross-sell offer that shows the availability and price of the domain name.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?