CRO Best Practices: Bundle UX Optimization for Higher Conversions

Bundles are in itself an effective strategy to increase average order value and sales. 

However, if you ignore bundles on your Shopify store, its returns may diminish. And instead of generating revenue, bundles might end up being a cost to your store.

To ensure that bundles keep giving you returns, it is essential to keep monitoring and optimizing their performance.

In this blog, we look at bundle UX optimization strategies that can increase conversions on your Shopify store.

Let’s get started!

How does bundling help increase CRO? 

To understand how bundling helps increase conversion rates, we must understand its benefits. Before we get into Shopify CRO tips, here are some the benefits of offering bundles:

1. Leverage fast-moving and sell slow-moving products

Combining fast-moving products with unsold stock from the inventory can help you clear old, slow-moving stock. To increase conversions, use data from customer behavior, browsing history, and cart history. Bundle products customers browsed or added to their carts but didn’t buy in the past.

2. Reduced marketing costs

Marketing a bundle containing 10 products is cheaper than marketing those 10 products individually. Moreover, marketing bundles through creative strategies also has many benefits. For example, influence marketing for bundles can increase awareness, and social media marketing comes at affordable costs. 

3. Higher perceived value and price opacity 

It’s human psychology; we attach more value to bundles because they have more products and almost always at a discounted price. Moreover, when bundled smartly, bundles help remove negative impacts of pricing. For example, bundling low-price products with one large high-price product can enhance the value of the low-priced products.

Bundle UX optimization strategies for Shopify

Bundling products and services definitely has many advantages for Shopify stores. And there are many ways to create bundles. However, simple bundling of products doesn’t impress customers and may not drive conversions. To increase sales, try these CRO strategies.

1. Create dynamic bundles

Dynamic bundles, created using customer data, provide more value, personalization, and hence, satisfaction to customers. For instance, if a customer has added a few items to their cart, you could create a bundle including those products and offer it at a discount. 

Dynamic bundles not only increase average order value (AOV) but also conversion rates. Here how you can optimize bundle UX with dynamic bundles:

• Track customers’ viewing and browsing behavior and create bundles out of it
• Create bundles based on cart activity
• Have ‘complete the look’ or ‘frequently bought together’ recommendations
• Create bundles based on purchase history and products often bought together

Example:

2.  Optimize for mobile

Mobile commerce accounts for 63% of total global eCommerce. Consumers are increasingly choosing to make purchases from mobile devices. And hence, it is essential to pay attention to optimizing bundle pages for the small screens.

Here are some factors to consider for creating mobile-first bundles:

• Create a responsive eCommerce design for bundles on your Shopify store
• Ensure the navigation and simple and easy for small screens
• Optimize images and content for speed
• Streamline the checkout process, making it easier for customers to complete purchases 
• Since the product pages have more products and information on each bundle product, make the layout and content easy to read

3. Consider offering seasonal bundles

Ecommerce sales tend to fluctuate based on seasonal trends. Hence, during low sales periods, introducing seasonal bundles can help you maintain conversion rates. However, whether you can offer seasonal bundles or not depends on your product and industry.

Here are some tips on how to enhance UX with seasonal bundles:

• Include new products that are available for a short period in seasonal bundles. For example, a monsoon bundle with accessories and essentials
• Offer discounts to increase conversions of seasonal bundles
• Promote bundles via marketing strategies, such as influencers, social media, etc.
• Combine fast sellers with seasonal products to make the bundle more valuable

4. A/B testing of bundles

One of the best methods to assess bundle popularity and increase conversion rates is to run A/B testing. And with bundles, there are multiple ways to do this, compared to single products. Here are some A/B testing ideas for bundles:

• Create different bundles and promote to segmented target audience
• Try different CTAs to identify the ones that grab customers’ attention
• Place CTAs strategically in the product page layout
• Try A/B testing with the way you display bundle pricing. Price display strategies, such as odd-even can impact conversion rates
• Try split testing product photos to see which photos attract more attention and conversions

5. One-click add-to-cart UX

One-click checkout makes shopping faster and easier for customers. Factors such as single clicks as opposed to many, pre-filled forms for payment and address details, and a streamlined checkout flow makes conversions faster. 

Here’s how one-click checkout can help with bundle UX optimization.

• Provide a more satisfying shopping experience to customers by reducing things they need to do
• Less friction in the checkout process can lead to decreased cart abandonments
• One-click add-to-cart UX is useful when customers are shopping from their mobile phones as it makes the shopping process easier

6. Add user generated content on bundle product pages

User-generated content (UGC), such as reviews, bundle-opening videos, and content about how customers used bundle products can help other customers make purchases. Nearly 80% of consumers get influenced by UGC. 

Here’s how to utilize UGC content for bundles:

• Show bundle-opening videos on the product page layout
• Collect reviews from customers who have bought bundles
• Ask customers to share how they used bundle products together
• Use UGC in marketing campaigns on other platforms, such as email, social media

7.  Create limited-time offers on bundles

Scarcity, FOMO, and limited-time offers are tried and tested strategies to increase eCommerce sales. And these strategies work! Customers do not want to miss out on opportunities. Moreover, when we humans gain a benefit, it has a psychological effect on us. 

Here are some ways to use limited time offers for bundle UX optimization: 

• Create limited-time offers on bundles
• Show timers on bundle product pages
• Display the number of bundles left
• Show real-time sales data, such as ‘Offer lasts for 1 hour’

8. Offer bundle subscriptions

Depending on your product type, whether or not it is a recurring need, create subscription bundles. For instance, Microsoft Office is sold as a bundle of software. A bundle of health supplements can be sold as a subscription that can generate recurring revenue, thus increasing conversions.

Here are some Shopify CRO tips for subscription bundles:

• Offer exclusive bundle incentives on subscriptions
• Combine upselling and cross-selling offers for bundle subscriptions
• Personalize bundle subscription experience for subscribers
• Leverage Shopify bundle tool features to enhance subscriptions

Example:

9. Ensure relevance with different bundle types

There are many different types of bundles. For example, fixed bundles, dynamic bundles, cross-selling bundles, etc. However, any bundle type may not be relevant for your product or customers. And if your bundles aren’t relevant to customers, their sale will drop.

Let’s look at some ways to ensure bundle relevancy for bundle UX optimization.

• Products and services in a bundle must complement each other
• Promote bundles based on customer segments
• Ensure bundles are relevant to the location, time, season, etc.
• Try different bundle types based on your customer preference

10. Maximize data usage for bundle UX optimization

Offering the best bundles to your target audience is easy. The amount of data your customers and site visitors leave behind is enough for you to smartly create bundles that exactly match their needs and preferences. 

Here’s what you can do to offer data-driven bundles:

• Extract data and insights from order history, browsing history and purchase history
• Collect data from inventory performance to identify which products can be bundled 
• Conduct A/B tests for bundles to understand which bundles perform better

Wrapping up: bundle UX optimization for higher conversions

It’s no doubt that bundles are an excellent revenue regeneration model for Shopify stores. Whether B2B or D2C, products, services, or a combination of both, bundling can help increase AOV and conversion rates.

Try the above strategies to increase conversions. However, pick and choose the strategies that best align with your Shopify store goals. Set up strategies, manage bundles, and increase conversions by integrating Appstle Bundles & Discounts App.

Appstle Bundles & Discounts App features:

• Targeted bundles and discounting
• Real-time customer data analytics
• Seamless Shopify POS integration
• Upselling with conversion-optimized templates
• Integration with subscriptions and recurring orders
• Customization and personalization

Want to increase conversions? Install Appstle Bundles & Discounts App in your Shopify store.