To continuously improve cross-selling and upselling performance, businesses should evaluate their strategies based on metrics and feedback. Experimenting with different types and formats of offers, analyzing customer behavior and feedback, and learning from competitors and industry best practices can help refine strategies. Providing clear and helpful information, as well as addressing customer challenges and objections, is crucial for ongoing success. Regular testing and optimization based on data and feedback can lead to a more effective cross-selling and upselling strategy.