The average basket size is the number of items sold in a single purchase. It corresponds to the total earnings divided by the number of orders. Depending on the type of business, average basket size can be a very important metric.
In this way, you obtain the average basket of your consumers . This number must be as high as possible to develop.
This notion is associated with two other terms: the average number of items per basket, ie the average number of those that are sold instead of the value and the lifetime value of the customer.
- But, what are the techniques to stimulate it in e-commerce?
- How to adopt the best approach to stand out from the competition?
- Where to start to motivate and convince the consumer to buy more?
When creating an e-commerce site, the objective is to increase the sales of the store and to become known.
A formula allows you to calculate it. However, easily find this figure with Google Analytics. Go to the “Conversions/eCommerce/Overview” tab. Get an idea of your site's numbers to bounce back and increase this data.
But, why is it so important to develop it? It is an effective and simple solution to increase the turnover of your e-commerce.
The turnover of your business depends on 3 criteria:
- Conversion rate
- Average basket
To calculate your e-commerce revenue = your site traffic x visitor conversion rate x average shopping cart.
Work your SEO with an agency or a consultant to develop traffic and visits to your site.
Regarding the conversion rate, do a complete audit of your e-commerce. You can analyze numbers on your own if you have the skills. Otherwise, call on the professionals to pinpoint the areas for improvement.
Unlike the other two data, there is no one to develop it except your strategies. It is therefore necessary to look into this notion so that it does not decline and develop your business.
Optimize this notion continuously. Evolve your strategies according to the results obtained gradually.
It may be a good idea to compare your numbers with national values to give you an idea of how your business is growing. According to a study published in 2018 , that of the French is 69 euros.
However, take into account that consumers are becoming more familiar with shopping. It is now an automatic practice in many families. It is therefore possible to change this figure with good practices and strategies. Some do not hesitate to order a single product.
Your objective is to convince them to increase the share of complementary products.
The only condition for this to be possible is to have a good number of monthly visitors and regular sales.
Access information from your Google Analytics account to understand user behavior on your site. To do this, look at the bounce rate:
- Which pages bring you traffic?
- At what level are you losing potential?
- On the product pages, which are the most popular?
- Is the price of your offer adapted to the expectations of prospects?
Analyze the traffic inside your site to understand the behavior and the desires of the visitors. This will allow you to take the necessary steps to highlight the best ones.
For example, if after an analysis you find that your more expensive articles are not attracting enough traffic, you will have to take the right measures to remedy this.
This is one of the approaches to adopt. Easy to put into action, this web marketing technique makes it possible to offer prospects additional items to their basket.
However, the objective is not to offer random ones, but many those consistent with what they like. For example, if a person selects a vanilla-scented candle, highlight other vanilla elements such as creams, treatments, diffusers...
In order to motivate Internet users to buy several products, offer packs. They are generally more advantageous in terms of price and allow you to discover more about your offer.
The choice is made faster and the price is generally lower than items purchased individually. For example, you can create a discovery pack, an expert pack or even a complete pack with the entire range.
It is similar to cross selling however the approach is different. Instead of encouraging users to buy several products, it is a strategy that aims to motivate prospects to buy a more expensive product than expected.
For example, if your company offers coaching services, highlight all of your programs with the benefits of each. You thus make the person want to take an interest in the different offers and compare them.
Some prospects may be reluctant to buy online. Indeed, there is still a fear of communicating bank details on the internet. To circumvent this situation, reassure customers by offering them insurance. With this technique, they will no longer be afraid of increasing their basket and losing their money.
Depending on your offer, offer appropriate insurance: technical insurance, warranty, replacement, service, theft, loss, etc.
As in a physical store, yours must appeal to Internet users. They must live a real experience through your e-commerce. To do this, think about the best possible merchandising. The first step is to analyze user behavior on your site.
Then, ask yourself the right questions:
- Where to put the bestsellers?
- Are articles with a high margin visible?
- Do you answer all questions from Internet users on your site?
- Do you have beautiful visuals? Would you like to use video to present your offer?
The imagined merchandising must seduce prospects and make them want to find out more about what you offer.
The ergonomics of the site includes cross and up selling and merchandising. Keep a web page easy to access and quick to use. The more complicated your site, the more leads you will lose along the way.
Organize these elements strategically with clickable areas, information inserts, fast loading and visuals to match.
In addition, bet on the mobile version of your e-commerce. When people shop online, they want to save time. For the most part, they don't want to open a computer.
The approach here is to search on Google and make the payment as soon as possible. Consider their drinking habits. Then, think about the dimensions of smartphones to highlight strategic products for your business.
The free shipping strategy is found on many French e-commerces. To encourage users to consume more, set a minimum order value to get free shipping.
For example, from 85€, the person does not have to pay 5, or even 7 euros, to send their package. In this way, some will prefer to pay more and receive more products than to lose the shipping costs.
It is essential to have a fairly large catalog.
Depending on your trading strategy, increase the value of some. For example, if you only offer products for less than ten euros, reaching an average basket of €100 is complicated. On the contrary, if your price range extends between 100 and 500 €, it will automatically change and will change your business.
As a business owner, your objective is to increase the average basket value, but not your costs. One of the relevant strategies to achieve your goal is to offer gifts from a specific amount.
It is essential to define your levels according to your margins and your sector of activity.
For example, if a prospect is buying for $200, promise to give them a gift worth $50 or $100.
This technique is effective for 3 reasons:
- the person will want to reach the landing to receive the gift
- Demonstrate gratitude (give-and-take relationship)
- Great loyalty power
In this same idea, the technique of “buy 2, the 3rd is free” also works.
If some consumers have already visited your site, it is possible that they have already viewed certain products without placing an order. This interruption in the customer journey can be explained in different ways: price comparison, an external element that interrupted it, doubts...
Your goal is to bring them back to the fore on a second or third visit. This is an indirect reminder to subtly convince prospects.
To encourage Internet users to consume more, loyalty programs are an excellent approach. Thanks to them, you motivate to spend more.
However, be strategic. Work from points and levels.
For example, between €0 and €50, customers will earn 1 point. For 50 to 100, offer 30 points. From 100 to 150 €, offer 150 points.
Customers will feel valued, but above all motivated to see their number of points increase. They can then take advantage of discounts, gifts, etc.
Urgency is a marketing technique known to drive sales. Promotions must be used. However, there is a nuance between reduction and urgency.
For this to work, meet various criteria:
- Your site does not have to be constantly promoted
- Discounts need to be reduced
- Do not make offers every month
- Display the duration of the promotion
- Be present in the right place at the right time
The contest game is a good way to motivate people to place an order. Simple to implement, indicate the minimum amount to participate in the contest.
To seduce them, still offer a gain that they appreciate.
The other approach and increase the chances of winning every additional €100.
Some users may have some reluctance regarding online payment. Depending on your commercial approach and the prices of your offer, promote split payment. By making this step easier, prospects will have an easier time spending more.
The live chat is a small window within your site that allows you to answer questions instantly. You are thus closer to them and can give them the best advice.
This option is part of an excellent means of reinsurance.
It may happen that consumers are looking for a specific product and are not interested in the other offers present on your e-commerce. Faced with this scenario, some people can order one or even two products. Consequently, the amount of the average basket is low.
Remedy this case, add suggestions on all your pages. You can then present similar ones, your best sellers, those with the best reviews…
For this strategy, instead of just showing suggestions, highlight items that can complement the products in the cart. These hypotheses must be shown at the last stage of purchase, i.e. before payment, so as not to create friction in the customer journey.
Upselling and cross-selling are based on this practice.
Indeed, the cross promotes a complementary product. On the contrary, the incentive offers a higher, and therefore more expensive, version of the selected product.
To highlight your expertise and the reliability of your company , do not hesitate to highlight customer reviews. Faced with prospects who do not know you, you must do everything to reassure them.
Systems exist to highlight the evaluation through comments or stars next to your cards. With the evolution of digital, one of the fundamental steps before buying on the internet is to look at the reputation of a brand.
For this reason, prevent people from leaving your site and highlight all the information they need.
If your wish is to reassure, show that you have an efficient and available service. In the event of a problem, you are easily reachable through an e-mail, a telephone number or a chat.
Depending on your offer and your location, it is possible to highlight certain free services. For example, if they are large orders, offer home delivery for free. In addition, if the prospects are in the same city as you, do not hesitate to highlight the click and collect option.
To prevent consumers from thinking before buying, make the process easier by allowing customers to make a purchase in three clicks. With this approach, change the average basket by increasing the share of those who are compulsive.
On your e-commerce, indicate clearly and precisely the different secure payment methods. If necessary, use logos such as PayPal, Visa, Mastercard… Thanks to an image, you will prove your reliability to prospects.
If possible, offer a price comparison on your site . With the development of digital and social networks, people tend to compare different internet offers before buying.
Prospects need to be reassured and to be sure that they are buying the best product. For this reason, prevent them from leaving your site to go to the competition. Concentrate as much information as possible, without highlighting the others so as not to harm your business.
It is cheaper for your business to retain current customers than to convince new prospects . These are people who already know you, your brand and your offer. They already trust you.
By creating a strategy specific to your customers, you will boost the earnings of your business.
This involves sending e-mails, creating a real relationship with these consumers, controlling the quality of your customer service and regularly presenting your new products.
All these techniques will allow you to increase the average basket in e-commerce. These must be put in place provided you know your target well and create a quality website. Being your showcase, your web page will be the main factor in gaining the trust of Internet users.