Add-on

2. What is it for / why is it important?

In marketing and sales, add-ons are crucial for increasing the average order value (Average Order Value) and improving profitability. Offering complementary products or services (such as an extended laptop warranty) not only increases revenue but can also improve the customer experience, fostering loyalty. In software and design, add-ons (often called plugins or extensions) allow you to customize work tools by adding specific functions without having to modify the base program's source code.

3. When is it used / in what context is it useful?

The concept of add-on applies in very different contexts:

• E-commerce and Sales: Offering related products in the cart or at checkout (e.g., "who bought this also bought..."). This strategy is also known as cross-selling.

• Software and Web Design: Extensions are installed on browsers, content management systems (like WordPress), or graphics software to add features like automatic translation, SEO tools, or new photo filters.

• Services: A creative agency can offer a social media content service as an add-on to a branding project.

• Advertising Platforms: In Google Ads, "ad extensions" are a type of add-on: they add additional information such as a phone number, links to specific pages, or reviews, making the ad more visible and effective.

4. Practical example

• Technical Context: A photographer installs an add-on to Adobe Photoshop to create a “film grain” effect with a single click, speeding up his post-production workflow.

• Commercial Context: You buy a plane ticket (basic product) and the airline offers you, as an add-on , priority boarding and seat selection at an additional cost.