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Pattern Group F. Basic E-Commerce > Encourage Customers to Continue Shopping

Encourage Customers to Continue Shopping

Customers may remember an item that they did not order and thus might like to return to shopping. Some shoppers might want to place a separate order for someone else. Make sure your customers can return to your site quickly and easily after placing an order. Use CROSS-SELLING AND UP-SELLING (G2) to highlight other products that might interest them, given the items they just purchased (see Figure F8.3). Use a HIGH-VISIBILITY ACTION BUTTON (K5) labeled Continue Shopping to take them back.

Figure F8.3. Buy.com does a good job of cross-selling products after customers have completed purchases. The trade-off here is that the space at the bottom is gained by forcing the customer to click on a button to view a detailed receipt that contains the shipping and billing information.

(www.us.buy.com, February 13, 2002)



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