When I was a kid, I clearly remember going to the supermarket with my mum. I always felt super happy when I managed to convince her to get me a sweet at the counter. Since then I have been fascinated by those little impulse purchases and how they work. I later learned that much of the convincing power was actually not in my hands, but was already pre-determined by the design of the check-out aisles. In brick and mortar shops it’s quite straight-forward, so called “guilt-lanes” are simply just there. They are close to the counter, conveniently in view and they won’t break the bank.
On the surface, point-of-sale impulse purchases seem like irrelevant sales but that couldn’t be further from the truth. Statistically speaking, many studies cite that around 80% of buyers tend to succumb to impulse buying.
For a while impulse buying was the exclusive domain of retail stores, as they were the first ones to study the customer buying behavior. That is not true anymore. E-tailers have moved into the personal selling market and conquered impulse buying, online. In fact, UIE found that around 40% of the online buyers have succumbed to impulse buying at some point.
So what can you do to to increase your impulse buying on your web shop.
Online customers are savvy, they come to your site to get exactly what they need, but does the purchase have to stop there? We think not. Nowadays, there are tools that automatically analyze customer behavior and give relevant, completely personalized recommendations. So instead of proposing sweets to a diabetic buyer, they suggest stevia. There is nothing more accurate than online personalization when it is implemented the right way.
Add to Basket Suggestions
One of the most overlooked steps in purchasing is what happens when you add an item to the basket. At that point, the shopper tends to get lost in limbo, either redirected to their basket or left on the product page. What is the advantage of that? If the customer is instead sent to a landing page, where they can find the confirmation of their selection, plus a full list of suggestions to help continue their shopping, the likelihood of them converting and then increasing their basket size increases exponentially.
That simple implementation has brought success to many online retailers as it directly targets impulse decision making.
Counter Items Online
When the customer has decided on their purchase and is about to pay, there is a perfect window to offer the equivalent to the chocolate at the counter. How do we do that? With price filtered suggestions. Imagine that you are about to pay and are then tempted by a little trinket, it’s inexpensive and matches your desires to perfection. Hard to say no, right?
Right there you can see the power of personalization and impulse buying. Instead of the general chocolate at the counter hoping to attract any customer, you have relevant items that your shoppers are going to completely love.
Learn more about online shopping personalization.