E-commerce Link: Batteries With That?
- Selling after checkout. The thank-you page usually is very underused and can provide great selling opportunities.
The Shopping Cart Page
It makes sense to promote products on the shopping cart page, since the customer can choose at any moment to click the "check out" button and end the shopping session.
- Use personalization techniques to make cross-sells or upsells relevant to the shopper's interests. Just as the checker at the store might do, watch what's in the cart and offer complementary products.
- Publish your universal messaging or promotions. This includes universal discounts, shipping price breaks, and so forth.
- Apply all your discounts on the cart page. The price presented at the cart level should reflect the effect of all discounts.
- Allow shoppers to add discount codes on the cart page so they can see the reduced price immediately.
- Estimate shipping costs and tax at the cart level, so there are no surprises when the customer finally gets to the end of his or her shopping session. This also gives you the opportunity to announce any shipping discounts based upon order volume.
- Use back-order messaging to encourage immediate sales. State on your shopping cart page that the item is on back order and when it will be available. Provide a link to alternate items that are in stock or offer a discount on back-ordered items to stimulate an immediate purchase.
- Keep merchandising here especially brief and low-key.
- Use a "have you forgotten anything?" message. Again, personalization will allow you to make your offers pertinent to every customer.
- Merchandise. Any merchandising should be placed on the page above the fields for entering user names and passwords.
Shipping Information, Billing Information, Gift Wrap and Other Order Recap Pages
- Don't sell here. It's liable to distract some customers, annoy others, and lead to an increase in abandoned cart rates.