A perfectly constructed shopping cart page is the one that maintains a balance between the conversion and the chance to increase the value of the order. Specifically, you should encourage your clients to make an additional purchase to avoid the situation in which the client moves to another subpage. Today, we’ll take a closer look at the effective recommendation strategy on the shopping cart page.
Recommendations on the shopping cart page are displayed when clients check its contents. They do this in two cases:
Then, the recommendations generated on the basis of information on products already in the cart will be displayed to them. The customer usually sees a frame headed by: Customers who bought this item also bought. These recommendations have huge sales potential. However, there are a number of rules that determine their success. What do we mean by success in this case?
Below we discuss in detail the most effective strategy.
The effectiveness of recommendations is primarily determined by the sales strategy. A common mistake is to recommend similar products. For example: the customer decided to buy a laptop. They go to the shopping cart to finalise the transaction, and similar models are recommended to them. Recommendations have an adverse to the intended effect – they confuse the buyer. The customer leaves the cart and starts the search process once again.
How to do it properly? The most effective strategy is cross-selling! Suggest complementary products that will complement the product added to the cart. Recommend a computer mouse or a privacy filter and the customer will buy the whole set instead of one product. In addition, the recommendations should be dynamic, i.e. instantly adjust the content to changes in the cart.
When the customer goes to the cart, they go towards the completion of the shopping process. Do not recommend product associated with a large expense. Recommend only products that are cheaper than those already in the cart. Customers are more likely to buy if they see a functional product at a low price. Let’s refer again to the example of a laptop. If the screen-cleaning cloths are recommended at the last stage of the sale, the customer will definitely buy them because:
Finally, two products land in the cart.
Remember that your client is already at the final stage of the purchasing process. You should not take them away from it. However, this does not exclude additional sales! How to combine these two key issues? The product from the recommendation frame, after clicking, will automatically land in the cart. The transfer to the product website is in this case additional and unnecessary action.
There are two steps between going to the cart to finalising the transaction:
The key issue is where you will display product proposals. It is worth to offer complementary accessories to the customer who goes to the cash register. If, however, they are holding a credit card in their hands – it is too late.
The principle is as follows: yes, for the recommendation on the summary page, no for recommendation at the payment stage.
