Site Features to Boost Customer SpendingFebruary 15, 2017
Using design choices to limit the checkout friction on your ecommerce site is a great strategy to increase customer spending. You can enhance a solid design with features that further add to the convenience of customers – encouraging them to order more. In this post, we’ll highlight what some of these features are and why they work.
Adding “low stock” alerts to product pages creates a sense of urgency that prompts customers to purchase while the item is still available. If you link this feature with your inventory management system, you can even display the alert as a countdown.
Product suggestions are a way to show customers items they may not have found on their own. However, showing other products based on category alone (the default functionality of many product suggestion widgets) is not very effective. Instead, use algorithms to make suggestions based on customer preferences (demonstrated by their overall order history), or on purchasing trends you notice (e.g. items based on seasonality or products that are commonly purchased together).
The checkout process is the area where most ecommerce customers abandon a purchase. If customers can skip the traditional checkout process, they’re that much more likely to place an order. There is a caveat in that one-click functionality is patented by Amazon and requires a licensing fee to use. Although it’s a useful feature to have on your site, it may not be worthwhile if you can’t recoup the cost of the license from the extra sales.