Your order confirmation page is more than just a dead end for essential information, it can be an opportunity to increase user engagement and nurture customer relationships.
Order Confirmation Page
Order confirmation pages are essential to provide key details for customers, confirming that their order and payment has been received, to give them reassurance. At its most basic, your confirmation page should include key details on the user’s order, including order number, payment details, and price breakdown. It’s important to remember that the information shown on this page should also be sent via email to the customer.
In addition, you should also include contact details for your brand on this page, in case customers need further assistance – 93% of customers are more likely to complete repeat purchases when there is good customer service.1 You can also include a link to your FAQ page, for users to easily identify answers to common questions.
Other elements to incorporate include information on shipping, and when the customer should expect their parcel to arrive, as well as your brand’s cancellation and refund policy, to help build trust and loyalty.
As best practice, all of the above content should be kept simple, ensuring that the page isn’t too long.
Order Confirmation Page Optimisation
Fun Visuals
A well designed confirmation page, just like a well designed website as a whole, is essential for attracting repeat customers and building brand presence. A regular order confirmation page has the potential to look boring – with just the essential amount of written content needed – but using this space as an opportunity to add character and showcase your brand will leave a lasting impression.
For example, you could include illustrations or animations of a shipping lorry to signify that their order will be on its way soon.
Remember that consistency is key. Ensure you stick within your brand colour palette.
Cross-sells
Although cross-sells can appear on the basket page, this may overwhelm customers and cause them to abandon checkout. Instead, positioning product cross-sells on the confirmation page allows you the opportunity to offer additional products, after the customer has already converted.
Giving customers the opportunity to add these cross-sells to their existing order without needing to input payment data again is ideal, as it makes it easier for customers to make additional purchases with a click of a button.
You may also choose to add a sense of urgency to this section, which further encourages users to purchase, for example, stating that they can add more products within the next 10 minutes.
Newsletter Sign Up
Even if you’ve already included a newsletter sign up form during the checkout process, there’s nothing to stop you from adding it to the confirmation page too to catch anyone who neglected to opt in. As it is likely that customers have already inputted their email address during checkout for order confirmation, the sign up on the order confirmation page needn’t be difficult – it can include a simple button to subscribe, or a pre-filled email field.
Top tips for email sign up:
- Show the advantages of newsletter sign-up
- Make it as easy as possible to sign up
- Offer an incentive to sign-up, such as 10% off next order
Account Creation
Giving customers the option to purchase without creating an account, and checking out as a guest instead, gives them a convenient and quick way to make a purchase, and helps to minimise abandoned carts. However, creating an account also has benefits – it allows customers to easily track orders, gain loyalty points, and encourages them to return to shop in the future.
Similar to newsletter sign-up, allowing users to retroactively create an account at the order confirmation stage can be a simple process – this field could automatically pull in the user’s email address as a username, meaning the only field that is required to be filled in is password creation. This makes the process easy, allowing customer accounts to increase which creates an opportunity for your brand to connect with customers, as well as encourage them to come back and repurchase in the future.
Conclusion
The above are great additions to your order confirmation page, to further engage your customers and encourage them to become repeat customers in the future. You could test a combination of the above ideas, to identify which creates the best results.
Need help with your ecommerce website? Ballyhoo creates attractive and easy to use e-commerce websites to help you attract more traffic and make more sales, with user experience at the heart of the design and development. Contact us for more information, and to talk through your requirements.
1 Hubspot
