Converting visitors into customers is the main task of an online store. But when the order is successfully paid, you should not stop communicating with the buyer. Instead of simply thanking for the payment and saying goodbye, you can offer something more interesting on the order confirmation page.
We have made a short translation of the article by UX analysts from Baymard Institute. It describes the most effective ways to improve the order confirmation page. They will help to deepen interaction with customers and strengthen their loyalty. And, of course, earn more.
What is important to know before implementing improvements
Before you think about improvements, make special lead sure that the page does its main job well – confirming the order and providing important information. Otherwise, the mentioned methods will push customers away from the brand.
Method #1: Additional Offers
Place related products on the order confirmation page. Users can easily add them to the cart without having to re-enter the data. This way, you can offer to buy something else without interrupting the customers to complete the purchase process.
Another trick: create a sense of urgency by telling practical training with a focus them they only have 5 minutes to take advantage of a special offer on accessories for their product. For example, buy them at a 25% discount.
Examples: Advance Auto Parts online store offers users relevant related products at the bottom of the order confirmation page.
Method #2: Subscribe to the newsletter
Don’t offer to subscribe to the newsletter during the checkout process, it can distract the customer. It’s better to do it after the purchase has already been made. It’s convenient: we already know the customer’s email address, so confirming the subscription becomes simple – by clicking on a link or pressing a button.
The benefit of this approach is that you have more space to talk about all the benefits of the newsletter. Usually, when you integrate a subscription into the order process, you need to be careful with the information so as not to overload th b2b phone list form. On the order confirmation page, there are no such problems, and you can devote an entire section to the benefits of the subscription.
Example: H&M’s online store asks users if they would like to subscribe to “Fashion News” using a discount on their next order as an incentive.
