Once you’ve made a sale your job is over, right? No. As long as you have inventory you should keep selling. The order confirmation page is constantly underutilized yet it provides an unmatched opportunity to provide more value to your customers and grow your sales.
The leading cause of conversion problems in e-commerce is customer anxiety. A customer who has already made a purchase is a customer who has overcome all the barriers that stop other shoppers from completing their purchases and yet many sites make no attempt at post-purchase sales, missing out on a great opportunity.
Upsells and cross-sells would do very well on the order confirmation page. Someone who has just bought a suit probably won’t object to a tie or a dress shirt.
Before you do…
If you have very low conversion rates everywhere, try to optimize that first.
Start with high converting steps
- If you have a low conversion rate on your checkout page, then put an upsell only in your product pages (or in any other part where you don’t have low conversion rates).
- If you have high conversion rates in one of your checkout steps, test putting it there.
Keep it if…
- If you see an increase in your average order value (among other important metrics such as revenue), and at the same time you don’t see a decrease in your conversion rates, keep it.
- If not, keep testing until you find the right place for your upsells.