These 10 methods will help you

Attracting new customers isn’t the only way to generate more revenue. The best way is to encourage existing customers to spend more when shopping in your shop.

The following methods help – some help quickly (1–3), others need a little setup – but then have a lasting effect (4–6) or an emotional effect (7–10):

• 1–3: Ready to implement & effective

• 4–6: Combinations for medium-term success

• 7–10: Emotion, trust & ingenuity with a sustainable impact

Those who follow these methods not only generate more turnover overall, but also achieve it in a shorter time. Furthermore, the costs of acquiring new customers are recouped more quickly and the lifetime value – that is, the total value of purchases made by a customer over the course of their relationship with the shop – is increased.

1. free shipping from a minimum order value

Free shipping is one of the strongest levers for increasing the shopping basket value. Anyone who is only a few euros away from the minimum order value is happy to add an additional product to their shopping basket. A psychological hurdle is removed: „Then it's worth it.“ This works particularly well if the threshold value is slightly higher than the previous average order value.

It is important that you actively communicate this benefit – in the header area, at checkout and in the shipping overview. This makes the incentive immediately visible. Many shops set €50 as the shipping limit – This threshold is high enough to increase sales, but low enough to seem realistic.

Exemplary realisation:

• Note in the shopping basket: „Only €6 until free shipping!“

• Place the dispatch border visibly above the navigation

• Reminder for subtotals just under the limit

2. cross-selling: complementing matching products

Cross-selling is about offering customers products that go well with the main product. These can be accessories, care products or stylistically appropriate additions. This method is particularly effective directly on the product page or in the checkout process – if the attention is already on the purchase.

A prime example is net-a-porter.com: even on the product page, the entire outfit is displayed as a single product – including individual product suggestions that have been stylishly combined. Technical retailers also use this method – for example, with cameras that are complemented by matching memory cards or mounts.

Concrete cross-selling examples:

• „Goes with“ – for fashion: shoes with trousers

• „You might also like“ – at Technik: Show accessories

• „Often bought together“ – as a package suggestion

3. upselling: offer higher-value variants

Upselling means that you suggest a more expensive product with added value to your customers. This could be a premium version, a larger set or a more durable variant. It is important that the additional benefit is clearly recognisable – otherwise the offer comes across as a clumsy sales pitch.

Many customers are happy to opt for an upgrade when it is communicated clearly. For example: instead of the standard brush, the professional version is offered with more attachments. Or: a device with a larger battery, a longer warranty or more sustainable materials. A higher price, clear benefits – this builds trust and drives sales.

Upselling in practice:

• Product comparison on the page: Basic vs Premium

• „Recommended for frequent users“ or „Most frequently selected“

• Colour highlighting of the upgrade at checkout

4. combine bundles & quantity discount

Bundles make products more attractive – especially if they are put together cleverly. Anyone who buys a combined package has the feeling of getting more for their money. In addition, the perceived benefit increases. A bulk discount is particularly worthwhile for recurring purchases, such as care products or food.

For example, offer a % deal on a pack of three rather than on a single item. Or offer seasonal sets – such as skincare routines or thematically coordinated products. Customers like to stock up when they can save money – especially if it helps them reach the free delivery threshold at the same time.

Examples of effective bundles:

• Care set (cleansing, serum, cream) instead of individual products

• „2+1 free“ for frequently used products

• Gift boxes with a price advantage and emotional added value

5. Reward loyal customers

Loyalty programmes not only increase the average order value, but also strengthen customer loyalty. Customers who shop more often should feel the benefits – whether through exclusive discounts, early access or small gifts. According to studies, turnover from loyal customers increases by around 14 % when they are part of a loyalty programme.

Personal examples are particularly effective: at The Outnet, I get early access to sales. Rewe rewards me with a voucher from my third online purchase of the month onwards. And Payback points at dm.de or rewe.de now mean more to me than the discount itself: they keep me coming back to the shop.

Typical loyalty bonuses:

• Exclusive discounts from the 3rd order

• Points that can be redeemed for products or vouchers

• Advance access to limited promotions

6. personalisation in the shop experience

A personalised shopping experience can significantly increase the shopping basket value. People who feel recognised and understood are more likely to click on recommendations and make more targeted purchases. Email reminders („You've forgotten something“) or product recommendations based on browsing behaviour work particularly well.

Shops such as yoox.com or veepee.com make effective use of personalisation: On Yoox, I can see my most recent searches straight away on the homepage. Veepee sends me emails about promotions for my favourite brands – with a direct link to the calendar. This makes me feel that I’m being addressed personally, rather than just being one of many.

Examples of personalisation:

• Emails with reference to saved shopping baskets

• Home page shows relevant brands or products

• Personal recommendations in the footer or as a pop-up

7. take advantage of limited discount campaigns

Limited offers generate pressure – but in the best case positively. The appeal of „strike now“ is activated, especially with discount scales or exclusive promotions. The effect: higher-priced products are more likely to end up in the shopping basket. The purchase is planned, but emotionally charged.

A good example is Yoox: they regularly run discount promotions with decreasing percentages – for example, 40% off today, 30% off tomorrow, 10% off on the final day. This countdown ensures that many people snap up the deals quickly – and often buy more than they planned in order to make the most of the offer.

Action types with boost potential:

• „Today only: 20 % to your wish list“

• Countdown banner on the homepage

• „Only 2 hours left – shop now and save“

8. use reviews as a sales booster

Reviews have a massive influence on purchasing decisions. 90 % of customers look at reviews before making a purchase. 72 % only buy products with positive reviews. Social proof is therefore not a „nice to have“, but a real sales driver – and can also increase the shopping basket value.

People invest more when they feel secure. Studies also show this: 31 % spend more if the company has been rated as „excellent“. And 88 % trust online reviews almost as much as the advice of a friend. Reviews provide orientation – and the necessary security for larger orders.

Tactics for review utilisation:

• Rating with photo or comment visible on the product

• „Verified purchase“ for more credibility

• Note: „This product has 4.9 out of 5 stars“

9. enclose small gifts or vouchers

An unexpected gift will be remembered. Whether it's a personalised voucher or a little extra – such gestures have a strong emotional impact. People who feel valued are more likely to return and spend more next time. The important thing is: it shouldn't feel like a mass discount.

At matchesfashion.com, for example, the parcel always comes with a high-quality, subtly branded box – I’ve ordered from them several times for that reason alone. Vouchers with an expiry date included in the parcel are also effective: they boost the repeat purchase rate and encourage customers to pass the voucher on to friends.

Favourite extras in the package:

• 10 % voucher with expiry date

• Free sample or mini product

• High-quality packaging that is reused

10. make returns simple and fair

Customers are more likely to make a purchase if they know that returning an item is no problem. A straightforward returns policy lowers the barrier to purchase – particularly when it comes to clothing, technology or higher-priced products. 73 % of people say that their returns experience influences whether they buy again.

I personally avoid shops where I have to go to the trouble of printing out return forms or go to great lengths to return products in their original packaging. At Veepee, for example, I’ve already decided against making purchases because of experiences like that. Making returns easy increases the likelihood of customers making bolder and larger purchases.

Tips for easy returns:

• Enclose the return label in the parcel

• Clear communication in the footer and checkout

• „Visibly place “No risk – 30 days free return"

KPI – what is that please?

KPI stands for Key Performance Indicator, i.e. a key metric that helps you measure whether you’re achieving your business objectives. It sounds a bit dry, but it’s actually quite useful. That’s because KPIs not only give you an overview of the current situation, but also show you where your business is heading – or where it’s currently going round in circles. Entrepreneurs should know their KPIs as well as they know their own bank balance.

These numbers help you make informed decisions – and not just based on gut feeling. For example, if you know that 1 in 100 website visitors buys, you can calculate how many visitors you need to achieve your desired revenue. And that in turn determines your marketing budget – and not your goodwill.

KPIs briefly explained:

• KPI = Key Performance Indicator

• Shows you how well (or badly) you are achieving your goals

• Makes your growth measurable – and controllable

Why KPIs make your team more focused

Many entrepreneurs make the mistake of setting goals – but failing to measure them. It’s a bit like saying: „I want to grow!“ – but where to, how quickly, with whom and why? This is exactly where KPIs come in. They ensure that everyone in the team is pulling in the same direction. Whether it’s the next social media campaign or a website relaunch: KPIs show what really matters.

When everyone knows what matters – for example, a lower bounce rate or more newsletter sign-ups – resources are no longer wasted, but put to good use. KPIs are therefore not tools for control freaks, but genuine efficiency boosters. And yes: they also help with setting priorities – without getting bogged down.

KPIs bring focus because they ...

• ... set clear priorities in the team

• ... quickly visualise weak points

• ... show what works well – and what doesn't

Goals and the associated KPIs

A target without a KPI is like a compass without a needle. To help you understand the principle, here are a few typical targets with corresponding KPIs. Important: Every KPI must be measurable, relevant and reviewed regularly – otherwise it’s of no use to you.

1. Target: 20 % more website visitors in six months
   → KPIs: Daily visitor numbers, traffic sources, ad CTR, bounce rate

2. Target: 10 % more sales in the next quarter
   → KPIs: number of daily orders, conversion rate, basket size

3. Objective: Increase the conversion rate by 4 %
   → KPIs: Shopping basket abandonment, checkout time, conversion rate per landing page

Typical KPI types at a glance:

• Sales KPIs: Turnover, average basket value, repeat purchase rate

• Marketing KPIs: click-through rate, reach, engagement rate

• Website KPIs: bounce rate, time on site, conversion rate

Why KPIs make growth visible and controllable

Growth does not happen by chance – but through strategy. And KPIs are your strategic torch in the digital tunnel. Whether you want to increase your turnover or simply work more efficiently: With the right KPIs, you can recognise where things are going wrong at an early stage. And you can take immediate countermeasures. This saves you nerves – and money.

If, for example, after a website relaunch you notice that the dwell time decreases and the bounce rate increases, you know: Something is wrong here. Maybe it takes too long to load or the texts are not to the point. Without KPIs, you would have noticed this much later – or not at all.

Typical use cases for KPIs:

• New landing page? → How does it perform compared to the old one?

• Social ads running? → How high is the return on ad spend?

• Shop restructured? → Does the conversion rate change?

Conclusion

KPIs are not a trend, they are your navigation system. Whether you want to scale your vegan food start-up or set up your coaching business more efficiently – with the right KPIs, you can plan, analyse and optimise on a sound basis. And you'll immediately realise whether your measures are paying off or not. So: set KPIs, check them regularly – and move your business forward step by step.

KPIs – Overview with impact

Of course, figures aren’t everyone’s cup of tea. But if you want to hold your own in e-commerce, you shouldn’t ignore your Key Performance Indicators (KPIs). These metrics provide you with measurable insights: where are things going well – and where do you need to make improvements? They’re like a sat-nav for your business. With them, you can optimise processes, identify weaknesses and target your investments more effectively.

Particularly exciting: some KPIs show you with just a few clicks whether your marketing measures are working. And the best thing? Most tools such as Google Analytics, HubSpot or Shopify also provide these figures. The five most important KPIs you should know are

• Acquisition costs (CAC)

• Customer value (CLV)

• Conversion rate (CR)

• Average order value (AOV)

• Return rate (RR)

1. acquisition costs (Customer Acquisition Cost – CAC)

Acquiring customers costs money – that’s no secret. But exactly how much? This is where CAC comes into play. It shows how much you spend on marketing for each new customer you acquire.

The formula is simple:

Marketing costs : Number of new customers = CAC

Online channels in particular offer you the chance to analyse exactly where your customers are coming from – Facebook Ads, Google Ads or perhaps influencer marketing? Not every click leads to a purchase, and not every channel is equally effective. So: measure, compare, optimise.

A Facebook campaign example:

You spend €1000 and gain 125 new buyers. The result? 8 € CAC

This is your key figure. And this is exactly what helps you make smart budget decisions. But be careful: target group and product influence performance. What works for vegan cosmetics may flop for sustainable furniture. The CAC is not a universal solution – it is a tool that you should interpret individually.

Tip: Set up a simple spreadsheet where you can record your monthly CAC per channel. This will help you spot trends – and quickly identify where you can use your budget most effectively.

2. customer value (Customer Lifetime Value – CLV)

Returning customers are worth their weight in gold – especially if they’re truly connected to your brand. The Customer Lifetime Value (CLV) shows you how much revenue a customer generates over the course of their entire relationship with your shop – minus the acquisition costs.

Whilst the CLV isn’t exactly easy to calculate, every approximation helps. It’s particularly important to note that the better your brand is perceived, the more likely customers are to return – rather than switching to the competition. Good design builds trust. Good images stick in the mind.

Formula:

Turnover per customer – CAC = CLV.

If you know the CLV, you can also invest more in the initial approach. Because even if the first purchase is not yet a win – in the long term, the connection pays off. A bit like a good first date with potential.

A common mistake: Many people place ads, expect immediate sales and stop everything if it doesn't work right away. Those who keep an eye on CLV, on the other hand, recognise the long-term effect and can invest more courageously.

Tip: When it comes to customer acquisition, it’s advisable to plan for the long term rather than just looking at the short term. Calculate your CLV on a quarterly basis. This will help you get a feel for how quickly marketing initiatives pay off – rather than having to guess all over again every week.

3. conversion rate (Conversion Rate – CR)

Your shop has 1,000 visitors, but only 16 make a purchase? Welcome to reality – the average conversion rate in e-commerce is 1.6 %, whilst top shops achieve around 3.6 %. The question is: how many of those visitors actually become real customers?

Everything counts here: shop speed, intuitive navigation, trust seal, product presentation and, of course, the visual language. If your products are visually convincing, the probability of purchase increases immediately. UX (user experience) is not a bonus, but a must.

Tools such as Google Analytics or HubSpot show you where users are dropping off. Perhaps the checkout form is too complicated, or the product images are too bland. Or maybe it’s just missing a bit of heart.

Also exciting: Conversion often differs significantly between desktop and mobile. Many shops perform less well on mobile – yet more and more people are buying on the move.

Tip: Take a look at your conversion rate (CR) per device (desktop vs. mobile). Start by improving the mobile user journey – test whether image sizes, text and CTAs work properly on mobile devices. And make sure your key metrics are immediately recognisable.

4. average shopping basket value (Average Order Value – AOV)

The higher the AOV, the better for your sales.

Quite simply:

Total sales : number of orders = AOV.

Example:

If your shop generates €100,000 in sales with 500 orders, the average shopping basket is €200.

But how do you increase this figure? Two strategies: upselling and cross-selling. Recommend suitable products or higher-value alternatives – but do so subtly and stylishly. A visually well-presented bundle is more persuasive than a clumsy "Why not buy this as well?" message.

Well-designed product pages also help. Beautiful photos, comprehensible texts and a clearly structured presentation not only increase trust – they also invite you to browse. This often leads to more items in the shopping basket without being intrusive.

Your design therefore plays a key role in determining how „valuable“ your shop appears. Customers are more likely to buy three products if they feel emotionally engaged – and visual storytelling is your best friend here.

Tip: Try adding a prompt at checkout: “You’ve got the lip balm – why not try it with our organic hand cream too?”. A small addition with a big impact on average order value – without coming across as pushy.

5. return rate (Return Rate – RR)

Now things are getting tricky. The online returns rate in Germany stands at 4 %, and for fashion it’s as high as 28.5–70 %. That’s hardly surprising, as there are additional reasons here, such as the product being different from expected (approx. 50 %), the product being damaged (approx. 25 %), an alternative having been ordered (approx. 20 %) or even impulse purchases (5 %). Particularly critical: amongst the 14–29 age group, an above-average number return items – often because the product doesn’t fit or doesn’t meet expectations.

What is often forgotten: Every return is not only a cost factor, but also an environmental problem. Packaging, transport, storage – all consume resources. If you want to sell more sustainably, you have to take countermeasures here.

There are many reasons for returns: unclear sizes, bad photos, damaged products or simply impulse purchases. The solution? Honest, high-quality product presentation, good packaging, clear information. Say how the shoe really turns out – and show how it looks when worn.

Psychological tricks also help: Returns are more frequent with purchase on account than with prepayment. Small incentives such as discounts or give-aways can help to minimise returns – without preventing the purchase.

Tip: Collect specific reasons for returns (e.g. via stickers attached to items or return forms). This will help you prioritise your actions – and achieve more with fewer returns.

KPIs are more than just numbers

At first glance, key figures seem sober, but they are extremely valuable. They show you where you are losing money, where you should invest wisely and how you can become more successful in the long term. Instead of just acting on instinct, KPIs give you a solid foundation for strategic decisions.

Be careful not to optimise all KPIs at the same time. Set priorities, try things out, compare channels and keep an eye on long-term developments. Remember: success in e-commerce is not a sprint, but a sustainable marathon – and KPIs are your compass.

You don't just want to optimise KPIs, you want to make your brand really shine?

Then start with what really excites your target audience: product photos that build trust, a corporate identity that creates brand recognition, and giveaways that build customer loyalty, even before the shopping basket is filled.

Here at 2bu design, we’ll help you to visual clarity, find your style and build a brand identity that doesn’t rely on loud marketing – yet still makes an impact. Fewer returns thanks to better product presentation, more sales through emotional imagery, and a design strategy that aligns with your values.

Sounds good? Then let’s work together to see how we can position your brand in a way that will make your KPIs happy too – sustainably, efficiently and with substance.