Do you always need to lower your prices to boost average order values?

Julian Byrne - Monday, April 26, 2021


It’s an easy enough conclusion to reach: if you want to sell more from your online store in a single order, isn’t the answer just to drop your prices? Or maybe you could keep your product prices the same, but offer free delivery above a certain threshold?   


There’s nothing exactly “wrong” with these strategies, and to a certain extent, it’s true that free delivery for orders over, for example, £20 or £30, can help. But we’re presuming here that you ideally want your customers to spend some way north of that minimum amount. 


In any case, if you really wish to turbo-charge your online shop’s average order value (AOV), you can’t depend on just lowering prices. After all, that’s something the obvious ecommerce giants, like Amazon, are pretty good at as well. 


Thankfully, there are some proven strategies for increasing AOV that don’t depend on you simply cutting prices down to the bone. Instead, it’s about emphasising just how valuable your products are to your target customers – and here are a few examples of what we mean. 


Shining a light on the quality of your products 


With research undertaken by the University of Texas at Arlington in 2019 indicating that customers often associate higher prices with higher quality, this is something that you can definitely tap into with your store’s items. 


When customers are convinced that a particular product offers premium features and longevity, they’re frequently prepared to pay premium prices. 


So, it’s well worth considering the various means by which you can underline the quality of your products. Do the images on your product pages, for instance, draw attention to all of the different features of each product? Does the text also describe these features, and the benefits those features can have for the buyer’s life? Is the product’s quality of design and manufacture also emphasised?


Cross-selling items and accessories 


The term “cross-selling” typically refers to two slightly different practices: recommending products similar to the item the customer is buying, and encouraging the customer to invest in certain extras or add-ons for that product. 


Sometimes, that “extra” or “add-on” is a product that might be strictly needed in order for the first product to work – for example, a memory card for a digital camera the customer has already decided to buy. On other occasions, it might genuinely just be a nice optional extra – such as fries with your order of chicken nuggets from a fast-food restaurant.  


In the case of your online store, incorporating cross-selling could be as simple a process as displaying relevant related items towards the bottom of each product page. Add some more options to the ‘thank you’ page after the customer has placed their order, to give them even more ideas for how they might spend more when they next shop with you. 


Offering products in good-value bundles


Bundles can be a great way to bolster average order value, taking advantage of the tendency for many products to be purchased together. But you can go further than that, by also bundling together items the customer may not have initially considered buying together. After all, you shouldn’t be leaving the possibilities entirely to the customer’s imagination. 


It may not always be an obvious move to the typical shopper, for instance, to buy not one, but multiple deodorants, each one in a different scent. If you offer a bundle of three different deodorants, not only are you enabling the customer to try out scents they might not have thought about otherwise, but you could also discount this compared to the price of buying them all separately. 


Alternatively, your bundles might not consist of different versions of what is essentially the same item, but instead products that complement each other in some way. This could take the form, for instance, of a base product along with all of the necessary accessories. 


Hopefully, these examples will have shown that price doesn’t have to be the start and end of how your store markets its offerings online. For more advice and guidance in relation to your brand’s e-tail presence, including to learn more about our website design and other digital marketing services, please don’t hesitate to contact the Piranha Designs team today


3 ways video can help drive conversions from your online store’s stuck-at-home customers

Julian Byrne - Friday, January 29, 2021


As we all know, 2020 was a year of significant change, and one of those changes was consumers’ relationship with retail. With lockdown restrictions continuing to be widespread across the UK, shoppers are still being widely denied what may have previously been their favoured retail experience of brick-and-mortar shopping.

In turn, though, our lives have come to be lived much more ‘online’, as evidenced by such trends as a major rise in virtual meetings, online education and – of course – ecommerce.

So, if you’re looking to generate the best sales and revenues from your online store in the year ahead, you can’t simply keep on doing the things that might have been serving you well enough in 2019 or early 2020, before the pandemic made itself felt.

Instead, you need to be constantly looking for new ways to evolve your e-tail store to boost engagement and conversions from all of those (presently largely home-based!) customers. Here are a few ways in which you might do exactly that, while tapping into the power of images or video.

Put a greater emphasis on user-generated content

You might be accustomed to thinking of user-generated content, or UGC, as customer reviews, and that’s about it. And yes, those remain crucial in this ‘new’ COVID era. But with this also being the era of social media and selfies, UGC can also take other forms, such as photos and videos contributed by real customers, showing them using a given product of yours.

You may therefore look to create galleries of these customers’ images or videos, or incorporate them into your blog posts. All the while, the message to your prospective shoppers should be clear: “real people, just like you, use our products”.

Incorporate inspirational and ‘how to’ videos into your product and landing pages

Many of your target customers may be spending a lot more time in their homes at the moment, but that doesn’t mean they’ll be happy to spend that time sifting through other parts of your site, just to find more information about particular items. After all, there will be other sites out there ready to provide them with a better experience.

So, embracing video on your product and landing pages could be a really powerful step to take with your ecommerce site this year. That could take the form of short and informative videos showing ways of using your products, or – building on the UGC point above – you could invite customers to submit such video content themselves.

Embed live video chat into your site

Yes, we said “video” chat – not just referring to the kind of text chatbot you might have made a feature of your site already.

In truth, video-based customer service may be best suited to online stores with a more ‘niche’ or luxury emphasis. After all, some of you reading this might be wondering how you’ll be able to ensure staff are actually available to provide customer service via video.

Nonetheless, if live video chat is a workable option for your ecommerce store, it might make a lot of sense indeed. It would allow you to personalise the shopping experience, making it feel somewhat closer to the experience the customer might expect to have from staff in a brick-and-mortar store.

Is your business ready to investigate these or other ideas for bringing your ecommerce presence firmly into the 2020s this year? If so, don’t wait any longer to get in touch with the Piranha Designs team about our website design or other digital marketing services.

What are the key elements an ecommerce product page should have?

Julian Byrne - Monday, December 21, 2020

Whatever components you place on a product detail page in your online store, you will wish them to form an engrossing, cohesive whole that helps inform your customers’ buying decisions.

Here, then, is a rundown of the elements you ought to include as standard on each of your ecommerce site’s pages that focus on a given product from the store’s inventory.

Photography

Naturally, when shopping online, customers can’t physically handle a product and turn it over like they would have the option of doing in a traditional brick-and-mortar store.

That’s why each of your product pages should include an array of photos – we would advise about six to eight – that capture the item from multiple different angles.

A price and call to action

The “call to action”, in this instance, would refer to that trusty “buy now” or “add to basket” button – which you would obviously wish to tempt the shopper to click.

As one major factor that could sway the buyer in that direction is the product’s price, you should display this prominently – possibly right near the call-to-action button.

A written description and specifications

Somebody somewhere might have coined the phrase “a picture is worth a thousand words”, but they certainly didn’t own an online store. Besides, you wouldn’t want as many as a thousand words in the textual description and specifications you include on a product page.

That’s because those descriptions should be punchy, specific and easy to understand. In other words, they should get straight to the point – although you should still be careful to include relevant keywords, which our SEO marketing experts can help you to research.

Reviews

Of course, you wouldn’t write these yourself but instead invite customers to do so. However, these reviews should still be given a special space on your product page, as they can constitute a form of “social proof” that backs up your own claims about the item.

Even if it’s a relatively new product that has attracted few reviews so far on your site, those reviews can play a big part in telling the product’s story.

Are you unsure about any aspect of optimising your e-tail store’s product pages to appeal more strongly to shoppers and search engine spiders alike? If so, don’t forget that the friendly and professional Piranha Designs team is always available for a chat when you get in touch with us in Gibraltar, London or Edinburgh.


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