E-commerce Link: Batteries With That?
Very few online merchandisers take advantage of this page, but it provides great opportunities to cross-sell, upsell or just reinforce your brand image.
- Merchandising should be kept short and simple on the thank-you page. You could have a small section with selected cross-sells and "add these to your order" messaging.
- Make sure all offers relate in some way to the items in the current order.
- Use messaging areas to introduce new products, coming events, or a new product line. Invite the customer to come back to see a special section of your site.
- Provide instant coupons or other incentives for returning to your site.
- Sell your company. Post brand-supporting messaging, images or links to your other sites.
- Think carefully about how selling on your thank-you page will work in conjunction with multiple ship-to addresses. You have to provide a way for the customer to indicate where any newly chosen items are to be shipped.
Remember that merchandising in these sections must be done carefully to avoid looking pushy or aggressive and alienating the customer. And most important, don't disrupt the shopping flow.
Selling After the Sale: Post-Order E-mail
Most companies will send an order confirmation e-mail and a shipping confirmation e-mail. With both of these, you have the opportunity to suggest complementary products, accessories or some other promotion to bring them back to the site.
I recommend additional post-order e-mails that deliver important information about the products purchased. The primary role of such messages is customer service, since they provide important product-oriented information, assembly instructions, special delivery requirements, warranties, detailed usage information and so forth. You may already have this information somewhere on your site, but it's a positive gesture to send it along anyway, making sure your customers have everything they need to get the most out of their purchases.