How to entice a greater number of e-shoppers to click the “submit-order” button.

By Rob Yoegel

Amy Africa of Creative Results in Williston, VT, suggests that catalogers upsell three items at the end of the order. “These items should be things that everyone needs and/or wants. Test related and unrelated items to see which ones work best.”

An order confirmation is another basic practice not to be neglected. Have your CSRs mention to customers that an e-mail confirmation will be coming their way, and if it’s not received, they can e-mail or call to be sure the order has been placed. “A good, speedy confirmation process makes up for a poor ordering process,” says Africa, who points to Crutchfield as one marketer doing a fine job with its order confirmations.