WineDirect Admin
January 22, 2008 | eCommerce , Merchandising | WineDirect Admin

How much is your average order?

In the direct marketing world there are three variables that you, the marketer, can affect; number of customers receiving the message, conversion rate of readers to buyers, and an increased average order price on orders.

Here are a few suggestions from our team on how to increase your average order price:

  1. Incentivize your customers to purchase more (volume). Set a minimum of bottles that need to be purchased in order to qualify for special deals. For example, a volume discount (off shipping) for purchases of 6 bottles or more. *Please note that it is always better to incentivize by discounting shipping or tax instead of discounting the product itself. Discounting your wine conditions your clients to purchase only when you discount. This devalues your product.
  2. Guide your customers to spend more. Don’t underestimate your customers’ need or desire to spend money. Use call outs on your website to direct your consumers to your higher end wines. Don’t forget, up-sell is the best sale.
  3. Make purchasing easy. Make it easy for your customers to purchase (three clicks or less), provide lots of attractive options (bundles and gift packs), and suggest additional products (specials and new releases), the more they will spend.

We encourage you to take the time to evaluate what your average purchase price is and set goals to increase your average. Remember that small increases to your average will greatly increase your bottom line.


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