There are already many good user experience tips for your product pages. Usually product pages are designed to rush customers directly through the checkout process and maximize conversion rate. Here, we’re going to tell you to do the opposite. To increase average order value, you want to keep pulling customers further into your site, instead of rushing them through. In this post we’ll show you three UX tips to increase your average order value.
Increase your Average Order Value Part 4: User Experience
Give customers an easy path to buy more
When a customer clicks “add to cart” it is tempting to rush them through the rest of the process, get their credit card number and ensure they check out right away. Instead, think about changing the user experience so it is easy for customers to buy more. Once they’ve added something to their cart, encourage them to continuing browsing on the same page or browse complementary products. If you have free shipping thresholds, this is a good place to remind customers how much more they need to spend to reach that threshold.
Amazing search, navigation and filtering tools
Are customers able to easily find all of the products you sell on your website? By simply improving search, you can see an increase in average order value. Search should be able to handle spell correction and fuzzy matching. Customers should be able to navigate through your online store in a logical progression. Once they’ve added one product to the cart, customers might not want to see similar items. A good user experience walks customers through an online store much like a personal stylist would.
Optimize for tablets
Think about what your customers are doing when they are most likely to buy big ticket items. At work, most customers are probably focused on buying what they need as quickly as possible, whether they are on desktop or mobile. In contrast, look at where both young and old consumers say they are using their tablets:
- 96% in the living room
- 94% in the bedroom
- 75% in the home office
- 70% on the porch
These are environments where customers feel more relaxed, have more privacy and more time to make purchases. Customers are also in a position to discuss larger purchases with household decision makers in these environments. Encourage customers to buy more by mapping out a strong mobile and tablet experience. Then, measure data based on browser and device information to see how they affect a customer’s purchasing habits.
All good things must come to an end, including our series on how to increase your average order value. If you would like to learn more about increasing your average order value, download the whitepaper!