The most important metric in eCommerce
a close up of a bag

How to increase the add-to-basket rate for your eCommerce store

While a customer adding an item to their basket is a clear indicator that they are interested in a product and making a purchase from your company; until they cross the finish line and pay, their interest isn’t always 100% secure.

The truth is, you will regularly encounter users who will abandon their cart at the last moment for no apparent reason. A brutal truth across the eCommerce world.

Abandonment is unavoidable – it WILL happen so within reason, there is little point getting hung up on it - there are steps you can take to improve your add-to-basket rate AS WELL AS maximise your sales.

All you need to remember is that:

1. You want to get around 10% of website visitors to add items to their basket

2. You want 75% of these to begin the checkout process, and

3. You want 80% to complete



How can you make these 3 steps a reality?

On the face of it, the answer is quite simple: you’ve got to concentrate on improving your add-to-basket rate and making sure that it is fully optimised. This means not scaling your business before it is ready – there is no point if this area of your business isn’t operating at maximum efficiency - and if you're not focusing your sales strategy on both new and existing audiences. Only by attaining the right balance between them can you maximise your sales and witness optimal ROI.

FACT: with the following changes in place, the sales attributed to these marketing efforts could produce average increases of 107% YoY without any significant change to your marketing budget. (Based on average performance, versus achievable benchmarks)

How we increased the add-to-basket rate with All Mamas Children

We believe in living by example, meaning we don’t just expect you to take our word for it. Instead, we appreciate that you want to see evidence of this strategy in action. That is why we’re going to outline how we managed to boost the add-to-basket rate for All Mamas Children.

Here is what we did:

1. Optimised the position and visibility of the "buy" Call To Action (CTA

One of the simplest changes we made to the website was locating the “Add to cart” button above the product description. This instantly highlighted to users what their next step should be i.e. to buy. At the same time, we made sure that when users scrolled past this section of the page, a new buy button appeared at the top of their screen. Not only did this ensure that the main CTA always remained visible; we made the shopping experience easier as users were able to click onto this CTA without having to scroll back up to the top of the page. This is especially useful for mobile browsing where greater scrolling is experienced.

2. Use Artificial Intelligence (AI) and Machine Learning (ML) to personalise product offerings and optimise search.

We utilised the intuitive nature of AI to provide customers with personalised recommendations in a few areas of the website. These included:

  • Search results
  • Related products
  • Top picks
  • Email marketing segmentation

The first step we took with the search results was to ensure that search queries never returned ‘no results’ - even if the exact product they wanted wasn’t available. We achieved this by using AI to present users with a similar list of products (even if they were not an exact match) plus recommendations based on their previous activity on the site.

The strategy:

Harnessing AI, we used customer purchase and search history to identify customers and cohorts, inform which products were displayed in ‘related products’, generate relevant top picks and generate personalised email marketing content. This enabled us to showcase items from the same category or with similar features that they’d previously viewed/shown an interest in e.g. colours or materials, before presenting personalised recommendations. This guaranteed that users were exposed to All Mamas Children’s most relevant products, thus increasing the odds of them viewing and then adding them to their basket.

And it worked...

With these changes, their average basket size increased by 28% while the overall conversion rate rose by 37%.

3. Better upsell in the checkout process

Most eCommerce sites have a “don’t forget about” section where they try to sell you a few more products before you complete the checkout process.

One of the main issues we’ve encountered with this tactic is that users have found it to be very intrusive, a big risk at checkout (remember steps 2 & 3 in the metrics at the top of this article). For instance, instead of giving pause for thought and compelling a user to want to browse the suggestions; these new product suggestions have instead triggered a sense of urgency in consumers to skip through as quickly as possible and get to the checkout faster; a belts and braces approach neither increases basket size, nor improves abandonment.

Knowing that this step can’t be entirely removed/eliminated from the shopping experience, at Stunn we decided to tackle this issue by introducing measures that would minimise these feelings of intrusion/disruption.

We began by first reviewing how these recommendations were seen. For example, rather than having a whole new page load up with suggestions; we created a revealing drawer within the cart that allowed users to still see their basket while also being able to view these additional products. Not only did this give them a greater sense of their position in the overall checkout process; it reduced their desire to skip through this step. Likewise, it allowed them to smoothly compare products without having to jump around the site. Instead, they could see them side by side.

FACT: by being smarter with the upsell, we managed to increase All Mamas Children’s average number of products per sale from 1.4 to 1.8.

In truth - there are myriad metrics you can measure that can assist in the management of an eCommerce website. However, we strongly recommend that you start with your add-to-basket rate. Friction-free calls to action and personalisation both really help in this regard. It is also important while optimising add to basket, that you review your start checkout and checkout completion rates to ensure that they aren’t dropping. If they are, you’re losing customers at the most critical part of their journey and the “add to basket” gains are not adding value to the overall experience.

For more advice on how to improve your add-to-basket rate - and the digital tools you can utilise - contact our team of specialists at Stunn today. With the right strategy, you can achieve optimal results. ​​​​​​​

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