Cross selling is often the key to a performing e-commerce website. If the user wants to buy a dress, he could be in the mood for buying an accessory or another dress, for a competitive price? And while he’s in the checkout process, it can be a good idea to suggest additional and relevant articles. Cross selling is most of the times suggested in the products pages and in the shopping cart, and sometimes even during the checkout. In this example, the user purchasing a plane ticket has to decline twice the Insurance suggestion: once in a page displayed during the checkout, and once more (after clicking on Cancel) on a pop-up. A little too much, don’t you think?