Your customer is on the order page with a cart full of good products at great prices, and they’re all set to click that “Place Order” button. So the sale’s over, right? Not if you don’t want it to be.
Maybe you don’t realize it, but your order page can do as much to drive sales as all the landing pages your customer visited before ordering. Just like those little cartons sitting on the retail store counter, your order page can be a great place to make those last-minute suggestions that boost sales even higher.
How Would I Use My Order Page to Sell?
With all the work you put into your landing and product pages, you might wonder why you need to optimize your order page for selling. After all, the website did its job. But every page on your site needs to be optimized to sell, and here are some of the ways your order page can sell even more.
Upsell: Some products come with accompanying accessories that might get overlooked on product pages, so add them to your order page in case customers missed them the first time.
Recommend: Many sites recommend other products based on past purchases by similar customers. Cross-match products with buyers and show them new products they might have missed earlier.
Remind: Buyers view several products before buying. They might not come back to order again, so use the order page to remind them of what caught their eyes before.
How Do I Optimize My Order Page to Sell?
If you want your order page to boost sales, optimize it with these key features:
Targeted Product Matching
To get the best response to a last-minute sales pitch, highlight products that are a natural fit with the products already in the shopping cart. For example, if your customer bought cufflinks, recommend a shirt or jacket that accentuates them, or choose other items from the manufacturer.
A Visible Field
Since buyers aren’t actively looking for new products when they reach the order page, you have to make your last-minute recommendations impossible to miss. Instead of placing it at the bottom of the page, put it near the top, or even better, right next to the “Submit Order” button.
Compelling Copy and Graphics
A last-minute purchase requires a pitch that wows the customer. Add an eye-catching photo of the product you’re recommending, as well as an enticing tagline like, “That would go great with…” or “You might also like…” Make the buyer feel like their purchase isn’t complete without the new recommendation.
Make the Sale, Then Keep Selling!
There’s never a bad time to sell, as long as you have something new to sell. Use your order page to recommend more products and watch your customers’ shopping carts overflow.
This guest post was written by Michelle. Michelle enjoys sharing her expertise in increasing sales with e-commerce businesses like those that sell cufflinks.
