Understand Customer Intention: Prioritise Relevance
Firstly, increasing your customer order value hinges on your understanding of your customer’s wants and needs ie buying psychology. Offering random suggestions is a big no no. When we work on ecommerce stores we advise that our clients offer a realted collection that genuinely complements the custoemrs initial choice. Think of it as a carefully curated collection in anticipation of their needs.
For example, if a customer is admiring a pair of earrings, you will want to suggest a few similar variants and the accompanying ring and necklace options too. Make it easy for them to visualise the complete look. This demonstrates a real understanding of their preferences and sparks both connection and imagination. Offering genuinely pertinent items signals to the customer that we understand their needs, thus fostering trust.
Guide the Customer Journey: Strategic Placement
Where we place these recommendations is not arbitrary. Placement is a deliberate act of guiding your imaginative and emotive exploration. Below the product description section is ideal. This is where they expect it to be, as they might be actively seeking alternatives or more information. Within the basket or slide-out drawer too. This serves as a gentle reminder of potentially desirable items during the final stages of the transaction.
Precision in Communication: Employing Considered Language
The language you use is imbued with strategic influence and your brand’s tone of voice. It should feel inviting and astute. "You may also love…" suggests a harmonious pairing. "Completes the set" conveys a sense of fulfilment. "Customers also purchase…" subtly introduces social validation. We aim for deliberately welcoming and meticulous language.
Maintaining Clarity: Limit the Selection
I have mentioned cognitive load before, we want to keep this low so your customers peruse your meticulously curated related collection with intention. A select number of thoughtfully chosen recommendations is more effective than an abundance of options. Five max will do. Quality over quantity ensures that each item feels like a genuine suggestion, simplifying the decision-making process for the customer.
Using your digital ecosystem effectively: Maintain Coherence
Ensure that you have images of these products together. If you are showing related pieces of jewelery, you must show how fabulously they sparkle, whether this is on yourself or on a model. If you are selling homewares, make sure you have a great shot of the pieces styled as if someone is using them in their sitting room. Every effort decreases your customer’s cognitive load and makes the buying decision easier for them.
Ideally, you will have mentioned that these products pair well in your marketing efforts, via Instagram, Pinterest and blog posts etc. It is also constructive to make it super obvious that products pair effectively by grouping them together in a collection.
Thoughtful Encouragement: Offer Measured Incentives
A modest incentive can be quite effective. Perhaps a small discount for a set or complimentary postage with an additional item. Present this as an augmentation to their purchase, a subtle enhancement. It offers a gracious invitation to explore further.
Bundles, one step further in the buying journey.
You are the brand owner, equipped with the sales data and indepth product knowledge. Creating bundles sends a positive trust signal to your potential customer about your product pairings. To you it seems obvious that a gentle cleanser for sensitive skin pairs subimely with a brilliant moisturiser for sensitive skin. Your customer might not know. Make the decision for them, make it easier for them to make informed buying decisions.
Remember that these buying decisions are also important to drip feed in your marketing materials, not only on your website. Show them a reel of the skincare routine or how the jewellery set looks together with a gorgeous outfit. Every effort pays off, promise.
To recap...
Through this considered approach, we’re not merely presenting merchandise; we’re constructing an experience. We demonstrate to our clients that we understand their clientele and that we’re committed to making their online journey as seamless and rewarding as possible. It’s about cultivating genuine connections and leaving a lasting, favourable impression.
I hope these insights are helpful for you all. As always, if you have any questions or would like to discuss this further, please do reach out. I'm always happy to talk you through the services we offer.
Your checklist:
- Understand your customer's intention.
- Understand the buying psychology
- Examine your sales data
- Use intentional language in your product descriptions.
- Describe the incentives and benefits.
- Maintain a focus on clarity and visual coherence.
