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Great Use of Product Bundles by Michigan Bulb Company

Product bundles are a fantastic way to increase your Average Order Value (AOV). The Michigan Bulb Company has done an excellent job of using product bundles on their site. They sell bulbs, hedges, roses, shubs, trees and much more. If you plant flowers or landscape your yard each year you will know that certain plants and flowers go well together. This type of product is set up well to offer product bundles.

The Michigan Bulb Company goes well above a normal product bundle offering. They have a category on their site, “Gardens” and it features different types of flower gardens. When you click on a particular garden it brings you to a product page that has each type of flower/grass/shrub/etc. that you need to create the garden pictured. You can see an example by looking at the image to the left.

This is a great use of product bundles and will greatly increase the sites AOV.

Are you using product bundles effectively on your site?

Are your eCommerce product images guilty of this?

My wife was online shopping for clothes the other night and she became quite frustrated with the Gap. All online clothing shops have images of models dressed up in the clothes they are selling. Several problems arise from this if you don’t sell all the pieces in the image.

Sweater for sale in various colors, but what about the undershirt?

Here is the page in question that inspired this post – GAP Sweater Page. You will see an image to the left to see what we are discussing. What you will see in the image is a product page for the Henley sweater by Gap. What you will also see is a unique undershirt that has a ruffly type design to it. Together these two pieces create a unique look.

Why would GAP not offer this undershirt as an add-on or cross-sell it on the page? Am I missing something? They are losing out on a lot of additional income here. Cross-selling the undershirt would easily increase the average order value across their site.

If someone really wants the undershirt to complete the look they will look for it on the site and search for it. Well that leads to the next problem. This undershirt does not exist any where on their site. My wife couldn’t find it and she became frustrated and left the site. How many other potential customers are leaving for the same reasons?

This is a simple fix that could result in a lot of extra income for GAP.

If you have product images on your site and it creates a unique look that people can get attached to make sure you can buy those exact things on your site. Cross-sell all the items on the product page that the image is on and watch your average order value go up.

Have you noticed this on sites your shopping on?