For so many ecommerce retailers, acquisition is top of the agenda. But before you get stuck into your next Facebook ad campaign, consider the fact that only 9% of digital ads are viewed for more than one second.
As ecommerce gets more competitive by the day, acquiring customers just gets harder, and a lot more expensive. It costs five times less to retain a customer than to acquire a new one. Shifting your focus towards the lifetime value of your existing customer base can be a far more effective way of driving up revenue. However, there are some common traps that stores fall into when it comes to trying to increase average order value. Let’s explore these traps further:
One of the most common ways to encourage customers to add to their baskets before hitting the cart is to offer them instant incentives such as “buy one, get one half price” or “spend $50 and get a free item on us”. These are certainly enticing incentives and they are likely to secure that particular purchase. The problem is, they’re costing your business at the same time as making you money.
A better approach is to look for incentives that still encourage your customers to add more to their baskets, but at a lower cost to your store. For example, offering them double points on their purchase if they complete a transaction.
Another common mistake merchants make, is to try and drive up basket size by offering customers rewards that can be claimed before they reach the checkout. This is great to ensure they make it to the post-purchase stages, however, it does little to encourage them to return to shop with you again.
Think instead about how to link increasing your average order value and securing the next purchase together. For example, if a customer adds a certain amount to their basket before transacting make sure they access a reward that can be redeemed on their next purchase. You might also consider moving customers up a tier if they increase their order value by a certain amount, ensuring that they’ll return to your store to access the benefits of a higher-tier membership.
The third and final trap that many ecommerce stores fall into, is trying to increase average order values with incentives that suit you rather than your customers. With 81% of customers stating that they would like businesses to understand them better, this is a risky strategy!
Before you make plans to shift that unwanted stock as part of your strategy to increase average order values remember why you’re putting them there. If those products weren’t popular with customers when they were on sale, they’re unlikely to motivate them to add more to their baskets. Similarly, if customers have not been engaging with particular rewards, such as free next-day delivery, then it is unlikely to encourage them to purchase more. Use the data you have to ensure that the incentives you’re offering to encourage customers to add to their baskets are the incentives that they really want to receive.
Interested to find out more about how to increase average order value of customers? Head to the LoyaltyLion Academy where we have several tutorials around understanding, measuring and increasing AOV.
By signing up, you agree to our terms and conditions.