Why ecommerce retailers shouldn’t neglect the basket!

I recently did an interview with Internet Retailing magazine for a feature that was looking at online shopping baskets and the steps that retailers and marketers can take to optimise them.

This got me thinking; so many companies see the basket as a necessary function that does a very specific job. But this view misses a whole range of exciting possibilities. If used effectively, the poor old shopping basket can be transformed into a dynamic entity that can increase up-sell and cross-sell opportunities and deliver significant revenue returns.

Buyers don’t travel from A to B

Old school ecommerce websites were designed to take visitors from a buying page through to checkout via the basket. They assumed that customers navigated the site in a very linear way and, as such, they kept the entire checkout procedure simple and straightforward.

But the truth is that online consumers are anything but predictable. As in an offline store, we move around websites in strange patterns; browsing, adding products to a basket, checking out to see what delivery rates are, then returning to the web store to make further product changes before finally checking out.

Acknowledging this complexity is the first step in turning a shopping basket into a powerful sales tool.

Basket 2.0

With this in mind, modern ecommerce websites need to think about how they can use the basket to improve the customer experience and increase revenues and conversion rates.

There are a number of relatively simple ways to do this. For example, you could allow customers to dynamically add an item to a basket, while leaving the customer on the buying page so that can continue to shop. This might feel like a relatively small changes but it can have a significant effect on bottom line returns.

There is also a lot that can be done with offers and discounts. For example, some sites now offer a range of up-sell opportunities so that if a customer adds an item that is part of a ‘buy two, get one free’ deal, the basket could automatically tell the customer that if a further item is added, they can qualify for the discount.

This is a great mechanism to increase your ‘AOV’ (Average Order Value). This common metric is crucial in ecommerce as it’s a great indicator to see how the site is performing and can highlight any problems or issues. If you want to know how to increase your AOV, why not post a comment below and I will answer as soon as I can.

So when it comes to redoing your ecommerce site or analysing where you can make changes to increase conversions and basket values, don’t forget the good old shopping basket!

Customer experience: how to improve key customer touchpoints

How to improve customer experience has been at the top of marketers’ minds for years. We know that customer conversion and retention are based on the experiences we deliver. As brands grow, we start looking for new…

Progressive Web Apps – why Magento store owners need them in 2021

The ever-growing number of mobile users, higher customer expectations, and rapidly changing Google requirements create a challenging environment for merchants. Building a successful ecommerce business requires keeping up with the latest trends and using the latest technologies.…

Top five content trends for 2021

Indeed, a recent Accenture poll concluded the average consumer has “dramatically evolved”, while a YouGov survey found 27% of consumers say that item cost is now a more important factor when shopping as half of workers have…

This site uses cookies to improve your user experience. By using this site you agree to these cookies being set. To find out more see our cookies policy.