Number of the month: January 2012
When scrolling through the Trend report 2012 or reading a recent article on the raising of the Belgian Retail Sales Index, it’s impossible to deny that e-commerce is growing mature in Belgium. So why not go beyond the basic facts and learnings of the well-known Amazon e-commerce case for once? Here are a few extra tips to keep in mind when optimizing your e-commerce strategies.
A recent study reveals that online upselling is 20 times more effective than cross-selling. So the tactic of displaying “people who bought this item also bought…” is less effective on e-commerce than showing similar but more expensive products than the one chosen by the customer shopping on your website. Nevertheless cross-selling can drive sales by 3% when shown on the check-out page!
Another technique for increasing your online sales is keeping the customer on the product page after adding a product to the shopping bag. An important factor in that context is to be clear about the total cost of the shopping bag at all times. It will prevent dropped sales during the checkout process.
Overall the best advice on developing your e-commerce strategy is by keeping track of everything that happens on your website. E-commerce has the advantage that everything is measurable. So find out what your customer’s behaviour is, test new features and learn from international cases. Based on this knowledge, you should optimise your e-commerce continuously.