Are cross-sells displayed on the cart page?
Technically, this is not a checkout related tactic, but it is the cousin to displaying cross-sells within the checkout process, so it’s worth a look.
Conversion rates were consistently higher on sites not cross-selling within the shopping cart, with apparel being the only anomaly. Sites selling low ticket items had a full 2.5% greater conversion rate where cross-selling was not displayed in the cart. This may be attributable to screen congestion and call-to-action overload.
An interesting finding was many of the retailers did display related items and accessories immediately after an item was added to the cart (on an interstitial type page). However, they chose to not cross-sell on the cart page. Because we know many shoppers do not buy on the first visit to a site, and adding items to a cart is akin to dog-earing a catalog page for quick retrieval, are they missing a selling opportunity? Surprisingly, this was most apparent in electronics retailers selling high ticket items (who often have many accessories).
Overall, 54% of Top 100 retailers chose to cross-sell on the shopping cart screen.
Did any of the checkouts in your study involve freight shipping? If so, how did freight shipping affect conversion rates for metrics like:
number of pages, shipping dates, and return policies?
Very few B2C retailers are in need of freight shipping, so it was not a consideration in our observation.
Thanks for this information. Do you know where I might be able to find some good research on checkouts involving B2B sites?
I have not seen any specific to B2B. Most data should translate to B2C nicely.