Inserting a power step on your eCommerce store will boost your online sales. Here are 2 things to do and 2 things to avoid when creating a powerful power step.
If only you could increase the average order value on your eCommerce store by drinking a cappuccino in front of your computer...
But it often involves a more diligent effort to actually grow your online business.
Most of you go about this by performing AB-tests and analysing sales funnels.
And rightly so, because these tools are extremely important when getting to know your target audience and increasing your conversion rates.
But I'd like to suggest something that you might not like at first. I'd like you to forget about conversion rate optimisation for a moment...
I know. It's extreme. But truth is that there's more to boosting your online sales than conversion rates and analytics.
You must also consider how to increase your average basket size by making the most of the different features on your eCommerce store - features such as personal product recommendations.
In fact, one of the most profitable ways of using recommendations is to include them in a power step on your eCommerce store.
This power step has one single, but essential function: to up-sell your customer before he heads for the door.
And it works!
Our statistics show that the power step generates as much as 10% of the revenue.
This means that you are loosing a BIIIP-load of potential revenue by not having a power step on your eCommerce store.
So let's have a look at the dos and don'ts behind creating a truly effective power step:
1. Pick your style (+)
You essentially have 2 options when setting up a power step on your eCommerce store - the pop-up page or the transfer page.
And whereas both choices will help increase your average order value, you might say that the pop-up page is your BMW and the transfer page your Lamborghini.
They are both very nice cars, but one just performs better in a drag race.
The transfer page actually generates 3 times as much revenue as the pop-up page.
When creating a power step as a pop-up page, you only have room for a single slider of product recommendations. Inserting more would simply create too much distraction and irritate your customer.
On the transfer page, however, you have more room to play with, which means that you can insert as many product recommendations as you like (within reason, of course).
This gives you better opportunity to display several different recommendations, such as personal picks, related products and best offers.
2. Go pyramid (+)
A good rule of thumb when deciding how to arrange these recommendations on your transfer page is to use the product pyramid as a guideline:
So, if your customer intents to buy a fine bottle of scotch, your first recommendations on the power step should be complimentary products, such as whisky glasses and -stones.
Suggesting products on the power step that go well with the items already in your customer's basket, is a very effective way of increasing your average order value.
And once you've displayed these recommendations, you then work your way down the pyramid.
However, if you have a pop-up page as power step, you should focus solely on displaying products directly related to your customer's basket.
Now, lets stop being so positive for a second and have a look at 2 no-nos when setting up a power step on your eCommerce store.
1. Don't push it! (-)
Because an important thing to remember when implementing a power step on your eCommerce store, is to avoid being too pushy.
A power step becomes counterproductive if it frustrates rather than inspires your customer and makes him leave instead of increase his order.
That is why you need to make your customer feel comfortable before you try to up-sell him.
You achieve this by implementing the following two elements at the very top of your power step:
1. Positive affirmation: It's important to compliment your customer for putting a product in his basket. This helps to reassure him that he has done the right thing. We all like a pad on the back now and again, right?
2. Clear escape route: Next, you need to make it easy for your customer to proceed directly to check-out. You risk losing your customer if he feels that you are trying too hard to sell without giving him the opportunity to complete his order.
Notice how Rudecru have succeeded in implementing these elements on their pop-up page:
Still, great implementations such as these have little effect if the product recommendations on your power step are hopeless...
2. Bad recommendations = bad business! (-)
Remember that the one thing you must avoid so close to check-out, is to test the patience of your customer.
And that is exactly what you'll do if your customer wants to buy an iPhone and is recommended a Samsung Galaxy-charger on your power step.
This will make your customer feel that you are wasting his time rather than actually optimising it.
And that wont make him want to finish his order, let alone keep shopping...
Even worse. He might be doing this instead...
Well, he sure didn't take that well. And he's not the only one either:
74% of online shoppers get frustrated when offered irrelevant product recommendations.
That is why it's extremely important to display highly relevant product recommendations on your power step.
If they aren't based on your customer's basket and browsing history, your power step will just be an extra, annoying page keeping your customer from checking out...
So to boil all of this down: you profit greatly from implementing a power step on your eCommerce store, as it will increase your average order value considerably.
But before you rush to create your own power step, consider the following...
1. Design your power step according to the layout of your eCommerce store and style of your business. You can either choose to create a pop-page (one slider of recommendations) or a transfer page (several sliders of recommendations)
2. Use the pyramid-model as a guideline when deciding what products to display where on your power step.
3. Avoid pushing your customer on your power step. First and foremost, you need to reaffirm him in his add-to-basket decision and make it easy for him to proceed to check-out if that is what he wants.
4. Don't cut corners when it comes to the quality of your product recommendation software. Irrelevant recommendations can discourage your customer from keep shopping and even completing his existing order.
Read more about the many features of our product recommendation software. With this software you can create an effective power step that engages your customers with relevant recommendations and thereby helps you increase your average order value.
You can also get a FREE REVIEW of your eCommerce store for a step-by-step guide on how to increase your online sales.