Maximizing profits and increasing the average order value (AOV) are essential goals for any ecommerce business. One effective strategy for achieving these goals is using order bumps – last-minute offers presented during the checkout process. In this blog post, we’ll explore what order bumps are, why they work, and how to implement them in your online store.
What are order bumps?
Order bumps are small, complementary products or upgrades offered to customers during the checkout process. They are usually inexpensive, easy to understand, and can be added to the customer’s order with just one click. The idea is to encourage customers to make an impulsive, last-minute purchase, thereby increasing the AOV and boosting your overall revenue.
Why do order bumps work?
Order bumps work because they tap into the psychology of impulsive buying. They are presented at a crucial moment when the customer has already committed to making a purchase, and their credit card information is ready. The convenience of adding the order bump to their cart with just one click and the perceived value of the offer make it hard for customers to resist.
Examples of order bumps from big brands
Let’s take a look at how some well-known brands have effectively used order bumps to increase their average order value and boost sales.
Amazon
Amazon is known for its “Frequently Bought Together” section, which suggests complementary products that customers often purchase together. While not a traditional order bump, this strategy works similarly by encouraging customers to add additional items to their cart before checking out. Additionally, Amazon offers options like gift wrapping and expedited shipping as last-minute add-ons during the checkout process.
Dollar Shave Club
Dollar Shave Club uses order bumps by offering discounted add-on items like shave butter, post-shave cream, and facial cleanser right before customers complete their purchase. These complementary products are presented with a discount, making the offer even more appealing and increasing the likelihood of customers adding them to their cart.
GoDaddy
GoDaddy, a popular domain registrar and web hosting provider, often presents order bumps during the checkout process. These offers include domain privacy protection, SSL certificates, and website backup services, which are all related to the primary purchase of a domain or hosting plan. By offering these additional services at a discounted rate, GoDaddy encourages customers to enhance their purchase and increase their overall spending.
Pizza Hut
Pizza chains like Pizza Hut often use order bumps to upsell customers on additional menu items. For example, during the online ordering process, customers may be offered discounted sides, drinks, or desserts to complement their main pizza order. These offers are typically presented in a way that highlights the value and convenience of adding the extra items to their order.
These examples from big brands demonstrate the effectiveness of order bumps in boosting sales and increasing average order value. By offering relevant, complementary products or services at a discounted rate, businesses can encourage customers to make impulsive, last-minute purchases, ultimately leading to higher overall revenue.
How to Implement Order Bumps in Your Ecommerce Store
- Choose the right product or offer: The key to a successful order bump is selecting a product or offer that complements the customer’s main purchase. It should be something that enhances the value of their order without being too expensive or complicated. Examples include extended warranties, expedited shipping, or small accessories related to the primary product.
- Create a compelling offer: Make your order bump offer irresistible by highlighting the benefits, offering a discount, or creating a sense of urgency (e.g., “Limited Time Offer” or “Exclusive Discount”). Ensure the offer is easy to understand and visually appealing.
- Position your order bump strategically: Place your order bump offer close to the “Place Order” or “Complete Purchase” button on your checkout page. This ensures that customers can easily notice the offer and add it to their cart with minimal effort.
- Test and optimize: Regularly monitor the performance of your order bump offers and make adjustments as needed. This could include changing the product, offer, or positioning to find the most effective combination for your store.
Implementing order bumps on popular ecommerce platforms
Here’s how to implement order bumps on four popular ecommerce platforms:
- Shopify: Shopify users can leverage apps like Order Bump or Zipify OneClickUpsell to easily create and manage order bump offers. Install the chosen app and follow the provided instructions to set up your order bumps.
- WooCommerce: WooCommerce users can utilize plugins like WooCommerce Order Bump or CartFlows to add order bump functionality to their checkout process. Install the plugin and follow the accompanying documentation to create your order bump offers.
- Magento: Magento users can implement order bumps by using extensions such as Magento 2 Order Bump. Install the extension and follow the provided instructions to configure and display order bump offers in your store.
- Wix: Wix users can manually create order bumps by adding a new product representing the offer and including a checkbox or button on the checkout page for customers to easily add the order bump to their cart. Additionally, consider using Wix Ascend.
In conclusion, order bumps are a powerful tool for ecommerce businesses looking to increase their average order value and boost sales. By offering relevant, complementary products or services at the right moment during the checkout process, you can tap into the psychology of impulsive buying and drive higher revenue. Implement these strategies, learn from the examples of big brands, and optimize your offers to create a successful order bump campaign that benefits both your business and your customers. Happy selling!
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