Increasing the average shopping basket on your e-commerce site is an excellent way to boost sales without having to go out and win new customers. What factors influence the average basket on your website, and how can you optimize them? Find out in our article, with our 6 key actions.
1. What is an average basket?
By definition, the average shopping basket corresponds to the average amount spent by an Internet user in an online store. The average shopping basket can be represented over several periods (one day, one week, one month, one year...) and gives a concrete idea of the performance of your offers. To calculate the average basket, simply divide your sales by your total orders.
Just like visitor numbers, this is an essential indicator for measuring the evolution of your sales, and for making profitability comparisons. It is often more profitable to increase the average basket than to spend on customer acquisition campaigns.
2. How to increase the value of your average shopping basket?
To increase the number of orders placed by their customers, e-tailers can exploit a variety of solutions. Cross-selling, up-selling, promotions, loyalty programs... Discover 6 unbeatable techniques.
Build a solid customer conversion funnel
Your conversion tunnel should enable you to attract qualified customers to your e-commerce store, with an optimized purchase path. Check the following elements:
- Payment methods: do you offer enough payment methods? Are payments secure?
- Delivery methods: are your delivery times better than those of your competitors? Do you track your deliveries? Do you offer several delivery methods to give your customers a choice?
- Return conditions: do you charge for returns? Are the terms and conditions restrictive? Do you cover shipping costs?
Only once you've consolidated these foundations can you turn your attention to interesting sales techniques for increasing the average basket.
Implement a cross-sell or product suggestion strategy
Cross-selling involves suggesting a complementary product or service to a customer interested in a particular offer. This suggestion is most often made under the product sheet concerned, using the following modules: "customers who bought this product also like it" or "customers who bought this item also bought it", or on the corresponding shopping cart page just before proceeding to checkout.
Capitalize on customer reviews
Most e-tailers are already aware of the importance of customer trust in the purchasing process. This trust is not limited to the creation of trust badges or detailed product descriptions.
Customer reviews are a must. In fact, reviews can increase sales by up to 20%. By displaying them on strategic pages, they can increase your conversion rates by up to 50%. Don't hesitate to launch an ambassador program on your online store, to generate UGC (User Generated Content) and benefit from as many customer reviews as possible.
Implement an up-sell strategy
Unlike cross-selling, where you offer complementary products, up-selling involves a product in a higher range than the one originally targeted by the consumer. As you may have guessed, the aim of this sales technique is to encourage the customer to choose a higher version of the product they originally intended to purchase. This version may be more expensive, but it is far more advantageous for the customer.
Note that customers buy more through up-selling. It's therefore essential to have earned their trust through genuine reviews.
Create special offers
There's no shortage of ideas for exclusive offers:
- Free delivery from a minimum purchase amount: ideally set this order amount just above the current average basket, to encourage Internet users to buy an additional product or a higher-range item to take advantage of this special offer.
- Discounts above a certain amount: offer a percentage discount or a product above a certain shopping cart value.
- Batch product bundling: create bundled offers where the price of each product is lower than normal on your site.
Create an attractive loyalty program
Loyalty programs can also help you increase the average basket on your e-commerce site. And for good reason: satisfied customers, attracted by the loyalty benefits you have to offer, will be inclined to spend more the next time they visit your e-shop.
Purchases from online stores are set to increase again in 2023. Optimizing your e-commerce to increase your average shopping basket is a technical step that works. Get your e-commerce site ready with Easytransac and our expert advice!
Who we are
With more than 50,000 customers, Easytransac capitalises on a decade of expertise in various payment solutions (distance selling, e-commerce, local sales, cashless, mobile payment, etc.).
Recently integrated into the Gaios group and in strategic alliance with InEvents, Easytransac is at the forefront of innovation in the ecosystem of electronic payments and hybrid and cashless solutions that meet the requirements of e-tailers, event professionals and SMEs.
Our platform simplifies transactions and enriches the user experience, thanks to an intuitive interface and real-time tracking, while ensuring security at every payment.
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