Recommended products: how to design checkout that sells?
We used to use checkouts to complete orders, not to bring more revenue. Now, our approach has changed, and we can program user experience to the fullest, by recommending products, that are useful or similar o the purchase. How to create a great checkout, that not only finalizes but sells? Here are some tips on how to do that:
Best sellers & special daily offers
Make dynamic advertisements on the offers and products, that you want to enchant on your webpage. It’s an universal advertisement, that can follow a user throughout the experience on your e-commerce store. But, keep in mind, that your client might have the special offer in the card already — it’s best to either have a few items listed as “the best” & arrange excluding ads on those ones, that are in the card already, or offer promotions on shipping, 20% off when buying three items. This way your user will think twice before purchasing just one object. Your ad content should not link to an additional page — once the client is in checkout mode, be sure there’s a simple way to view the promo or recommended items without leaving the card (pop-up, CTA “add” button).
Complementary products
You can also recommend products, that supplement the order. Let’s say somebody just bought a skirt — with a “complete the look” pictures & buttons, you could propose matching shoes or a bag. Keep in mind, that your clients will most likely buy items, that are cheaper than their basic order — like buying chewing gum to an order that has cheese included, not buying an expensive wine matching. Just the other way around. Try to match best product with interesting, cheaper complementary proposition, something that might be useful for your client. If you want to stay relevant, track your users past behaviour, recommend products that were viewed by your user in the past web-sessions, react to past orders and preferences.
Visitors who viewed this product also viewed…
We are at the high peak of our sale’s tips. We are keen o buying products that are in a way recommended not by the service, but by users themselves. Content generated to people similar to us is relevant & interesting — maybe past users knew more about the product, maybe they can tell me what’s more to see in the store… This shows, that we don’t visit e-commerce webpages with a fixed mid or view on what do we want to really purchase. Why so? Let’s imagine buying William Faulkner’s novel. Users who viewed this book also bought a book by Ernest Hemingway — we start to wonder why… Both authors write novels, both are from USA and… both won a nobel prize in literature — this is definitely alluring. We can gain knowledge by this recommends, have a second thought on the additional purchase & get to know similar users.
Holiday & gift shopping
Ok, so how about shops, that target their items as presents (mug prints, toys for boys, children toys — as they don’t shop on their own), or have a holiday sale that should matter? You can offer wrapping, sending in a special parcell system — faster, with a different delivery options, recommend buying gift cards, candies to make the order more completed. This would influence the gift-buying experience, and you can show, that you care for your customers and their interest. Also, it presents your promotions as thoughtful and consistent.
Like us on Facebook
Top of the experience by recommending products, shipping, wrapping or “get the look” propositions, but, don’t forget to close the recommendation with a slight CTA on sharing suggestions on social media. Maybe your product looks like a great recommendation for a friend (send via Messenger), maybe your client would like to consult some friends (Instagram share), or just save for later (pin on Pinterest). This way your user can stay connected to your services, bound in on further ground than just ordering, become your social fan & track the updates on your shop offer.
