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Powerful in-site search and navigation

Your website navigation has to be clear and simple to use. Don't have too few categories that result in too many click throughs for your users to get to the product they want. But don't have a massive list of categories that's impossible to navigate. DO keep the balance and have a simple grouping of categories and products contained within. Also, if you can, group your products by price and brand. And have a simple search engine so people can type what they're looking for and get to it quickly (and ensure the search engine actually works!). All these things mean people can find your stuff quickly and are less like to click the back button.

Product reviews, recommendations and ratings

Discussed in more detail in our Reputation Marketing article, customer reviews / ratings build consumer confidence, meaning they might buy that extra item that they would not have otherwise considered.

Flexible promotions

Are you offering a 1 penny item for free when another, high profit item is bought? A great technique is to offer low-cost products that can be slipped into the existing packaging when a higher value item is bought.

Cross Sell

On your product details page, show other products that the customer might be interested in that compliments what they are looking at. For example, while looking at an MP3 player, an obvious "cross sell" item would be upgraded memory.

Upsell

There are lots of opporunities to upsell but by far the most successful is at the basket. You're customer has chosen the item of interest and added to basket. Now you have the opporunity to suggest items that increase the value of their purchase.

Feature products

Your "home page" is an obvious place to highlight certain products that you want to sell quickly or bring you a high profit margin. Some e-commerce websites go a stage further and simply fill their home page with feature products. Either way, don't miss out on this opportunity to highlight a product that YOU want to sell to your customer.

Tiered pricing

In some cases you may be able to offer a cheaper unit price if the customer is purchasing multiple items in the same order. For example, banding your prices as 1-4 being one price and 5-10 being a cheaper price might encourage a buyer to order 5 items when they were only intending to purchase 3 or 4.

Full-featured shopping cart

Displays up-sell products, recently-viewed products and continue shopping quick-links. Make sure you offer multiple ways to pay. If only offering an on-site credit card processing mechanism, the buyer may be put off as they have a Paypal account they want to use. Same goes for Google Checkout. Our recommendation is to always offer the option of onsite credit card, Paypal and Google Checkout. Although this doesn't directly relate to increasing order value, it prevents drop-outs at the basket.

Wish list & recently-viewed product list

Make sure the details are saved across visits (even for unregistered customers) to remind shoppers and make it easy to buy when they're ready.

Gift wrapping

Are you selling merchandise that might be suitable for a gift? If so a gift-wrapping service might add a little extra to the order value.

Shipping upgrades

Do you offer multiple types of shipping? If not you're missing a trick. You could gain several £ on your order value from shipping alone - even if it seems expensive to you, a customer might need that item the following day, so what harm does it do offering the service?

Did you know?

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