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Managing Director at Shine Marketing
19 June 2008 09:48am
We're having a look at the basket / checkout process on a site at the moment and wondered if anyone has already tested the following:
The aim is to keep people shopping on the site after adding the first product to basket., show recommended associated products etc etc, but we also don't want to confuse people who are just after a single product.
The options are:
1) Shopper remains in the product page after hitting 'add to basket' and a mini basket is amended in the header. Various alerts, changes to the button etc etc are being looked at so the individual knows this has happened.
2)Shopper goes to the basket page after 'add to basket is clicked. Recommended cross sells and other recently viewed products are shown under the basket contents.
The site is a single-brand women's fashion site with a typical 50+ upper income customer.
Any experiences or other options to explore would be appreciated. Trawling a large number of successful sites in the sector hasn't exposed a common practice one way or the other.
Group Account Director at DTDigital
26 June 2008 16:10pm
Hi Steve,
This sort of basket process requires substantial testing and creative development... But can deliver amazing results.
There are a number of tools which can help you check what's actually helping with conversion. Starting with Googles Analytics and Optimizer (free tools), and on to paid things like Omniture, Mercado and specific ecommerce tools.
There are a few recent trends in checkout paths which may or may not be useful:
1) 'Enclosed' basket and checkout - This is a 'lightbox' style page design which pops-up OVER the current page and shows the full basket. Users can then see clearly what's in basket, and can checkout there and then, or can close the lightbox to get back into the site... Obviously this can be quite confronting for not-very-savvy users, so may not be appropriate for your users, and also can get distracting and annoying if customers are purchasing multiple items. But it can help focus attention on the basket contents.
2) The classic 'Other customers bought...' - Recommendations in-basket are a great way to upsell. Figuring out how you determine what things are recommended can be a manual merchandising process, or can be system driven based on previous customer behaviour - it all depends on the volume of your orders and the amount of useful data you can practically use.
3) Bundling - Showing discounted bundles of related items is a great way to increase average order value.
We've just re-designed a client's deal summary and basket pages, very cautiously, and implemented a range of A/B tests to ensure the new designs were better, and have seen extraordinary improvements in conversion on general purchases and attachment of upsell options. 3-figure percentage increases...
We'd be very happy to help you work through your analytics, testing and creative strategy, if you're looking for some more advice.
Just get in touch via our website: http://www.bplmarketing.com if you're interested.
Kind regards,
Stephen Foxworthy,
Digital Director
BPL Marketing