Web Site Creative: Catalog Quick Order Design Features to Increase Conversion

While catalog quick order entry boxes were among the highest converting segments of Spiegel’s Web site, officials at the multichannel apparel merchant felt that the quick order boxes took away the opportunity to upsell to customers, said Tony Chivari, Spiegel’s senior vice president of marketing, during a session at the Internet Retailer conference held earlier this month in Chicago. Following are a few features Chivari and his team added to the catalog quick order function to increase its value during a recent Web site redesign.

1. Added the ability to quick order up to five items at a time.
2. Made it easier to continue shopping on main site after entering catalog quick order items.
3. Added upsells and cross-sells at quick order checkout.

After adding these features, Chivari and his team found that the average order value (AOV) of mixed orders, transactions comprised of catalog quick orders and items found while browsing the site, was 50 percent higher than the AOV of pure catalog quick order transactions. Additionally, the share of mixed orders increase by 25 percent and united per order increased by 26 percent.