Many online store owners primarily focus on the visual appearance and basic functionality of their websites. I agree that a personalized online store is extremely important and easy to use. However, it is important to realize that success in e-commerce lies elsewhere – in the shopping process itself. Basic pages, such as the homepage, should contain clear, readable information and highlight the most important products the store offers. However, it is especially important to focus attention on the entire purchase flow, as this is where the key steps to increase sales take place.
Research shows that most purchases are made by customers who have already entered the decision-making process to buy. Therefore, it makes sense to improve this part of the website, where most transactions actually happen. If your purchase process is not seamless, you can miss out on many opportunities. Here are some ways on how to optimize the purchase flow and increase the value of each order.
1. Additional products in the cart – Order bumps
When customers are on the cart page and before they proceed to checkout, allow them to add similar products or upgrades to an already selected product. This can be a key step in increasing the order value, as many customers add an extra product at this point.
For example, if a customer is buying a camera, offer the option to add a memory card, tripod, or camera bag to the cart.
2. Free shipping threshold
Offer customers a threshold for free shipping based on the minimum order amount that qualifies for free shipping.
For example, free shipping for orders over €50.
3. Free gift with purchase
When a customer reaches a certain purchase amount, offer them the option to choose a free gift. This not only encourages larger purchases but is also a good way to clear stock of items that sell more slowly.
4. Buy more, save more
Offer the option to encourage the purchase of multiple units of the same product with bulk discounts.
For example, ‘Buy two and save 10% on each item, buy three and save 25% on each item.’ This offer can be displayed on the product page. If the customer overlooks the offer and adds only one item to the cart, you can remind them that by adding a second or third item, they take advantage of the discount.
5. Bundle purchases
Offer the option to purchase bundles of similar or complementary products. Bundle purchases are useful for increasing the order value, as customers often see a bundle as a better deal.
For example, if you’re selling cosmetic products, you can combine shampoo, conditioner, and hair mask into one bundle. This is an opportunity to increase the average order value. Additionally, you can create special landing pages or sections in the online store dedicated exclusively to bundles, further highlighting this option and increasing the visibility of bundled offers.
6. Product upgrades on the product page
When viewing products on the page, offer the option to upgrade to higher quality versions or additional features. Customers are often looking for the best value for money, and if you offer a thoughtful upgrade, they will often choose it.
For example, when purchasing a camera, offer customers the option to upgrade to a better, premium version of the selected model. If someone is looking at a mid-range camera, you can offer a more expensive camera with better specifications on the same page, such as higher resolution, better image stabilization, or greater zoom. Customers often seek the best quality for their money, and if you show them the clear benefits of upgrading, they will often choose the improved version, which can significantly increase the order value and improve their satisfaction with the product.
7. Additional processing and shipping options
On the cart or product page, offer customers the option to pay extra for faster shipping, better packaging, or even additional shipment insurance. These small services can help increase revenue, as many customers appreciate extra security.
8. Post-purchase upsells
Post-purchase upselling is a strategy that takes advantage of the moment when the customer has already completed the main transaction to offer them additional benefits for products. This offer usually appears on the page where the customer is thanked for their purchase, known as the thank you page.
9. Create your own bundle
Allow customers to create their own product bundle by selecting different items and adding them to their bundle. At the end of the bundle creation process, show them the price with the included quantity discount.