How Inessa Wellness generated $13,000 in additional revenue with three upsell placements

The challenge

Inessa Wellness is one of the best-known clinical wellness institutions in the UK. It started in 2009 as a nutrition and functional medicine clinic and, through consistent quality and deliberate marketing, grew into a wellness medical centre with a strong online presence.

Taking that reputation online brought a different problem. As a Shopify store, Inessa’s biggest concern was converting visitors into customers and then retaining them, through products that lived up to the clinic’s standards and through proven business strategy. When Inessa decided to go big online, it had the foundation and the local presence it needed. What it lacked was a way to present its products to online visitors properly; commitment to quality is the reason for its success, but on its own that is sometimes not enough, and how the products are presented can be the difference-maker.

The solution

Inessa adopted Cart X and, rather than picking a single placement, used all three of its upsell features:

• In-cart upsell. Offers shown before checkout, while the shopper is still building the order and most open to adding a related product.
• Post purchase upsell. One-click offers shown after payment and before the thank you page, accepted with the payment method already on file, so the original order is never at risk.
• Thank you page upsell. Offers on the order status page, the lowest-pressure moment in the journey.

Spreading offers across the journey rather than concentrating them at one moment meant each placement could carry a different kind of offer, and results could be compared placement by placement. Cart X reports revenue per placement, which is what makes the breakdown below possible. Everything runs on Shopify Checkout Extensibility, so no theme code was needed and the placements work alongside the checkout rather than around it.

The results

Inessa is making multiple thousands in additional revenue through Cart X, split across the three placements as follows:

• In-cart (pre-purchase) upsell revenue: $7,544
• Post-purchase upsell revenue: $5,145
• Thank you page upsell revenue: $227

Together that is $12,916 in additional revenue, roughly $13,000, generated from shoppers who were already on the site and already buying.

Two things stand out in the split. In-cart offers out-earned post-purchase offers, which is a reminder that the best placement depends on the catalogue: for a supplements store, a complementary product suggested while the shopper is still deciding is a natural fit. And the thank you page contributed a small but real amount at essentially no cost, since the order was already complete when the offer appeared.

Do the same on your store

Cart X gives you all three placements, in-cart, post-purchase and thank you page, in one app with per-placement analytics, so you can see which moments work for your catalogue. Install Cart X from the Shopify App Store and start on the free plan.