Gift finders can be interactive tools (think of a stepped-survey or wizard) or simply special categories like "Gifts for Him" or "Gifts for Her."
Toys R Us stepped gift finder
Target.com Gift Categories
Most sites that offer these do a great job showing them off on home pages and in navigation menus, but they fail to carry the message through to the cart summary. Instead of a vanilla "Continue Shopping" link, why not link back to gifting tools? Remind your customer about your one-stop value proposition!
Testing Hypothesis: Including a call-to-action for the gift finder or gift categories in the cart summary will remind customers to keep shopping for other gifts.
I've never seen this tactic in practice, so let's mock up what a test could look like for Target.com:
Control: Target's actual cart summary page
Treatment A: Continue Shopping link below item details
Treatment B: Continue Shopping links above item details
Treatment C: Link to gift finder (button) with text "Gifts for everyone on your list!"
Images too small? Quick tip: hit CTRL+ to zoom to enlarge the images a bit...
What to measure?
To determine success, don't just measure conversion rate improvement. Track clicks on the each call-to-action, items per sale, average order value and profit per sale.