eCommerce Product recommendations are a great way to help your visitors discover products on your online store and deliver a personalized shopping experience to them. If used effectively, product recommendations can increase average order value by up to 40% and boost conversion rates by 5 – 20%.
Your recommendations must be personalized and shown at the right places on your site, enticing visitors to increase their cart spend. Recommendation widgets such as ‘Topsellers,’ ‘Recommended for you,’ ‘More like these’ etc., help put across relevant products before your visitors and convert browsers into buyers.
In this post, I’ve discussed the best practices of product recommendations – which recommendation widgets work best when placed on different pages of your site. I’ve also listed three key benefits of product recommendations and how other gadgets can help you improve these objectives.
1. Greater Product Discovery
With suitable recommendation widgets, you’ll be able to show more products to your customers, which are personalized based on their preferences.
Some widgets like ‘Topsellers,’ ‘Viewed also viewed’ and ‘Bought also bought’ can enable more excellent product discovery as they show additional products to the visitors, similar to the products they’re looking for or have viewed before.
2. Increase in Average Cart Size
Site owners can enable widgets such as ‘More like these’ and ‘Bought also bought’ to upsell and cross-sell products. By showing products similar or complementary to the current product, you can encourage visitors to spend more and increase the average order value across your site.
3. Personalize User Experience
Online shoppers have now come to expect personalized experiences on their sites, whether through recommendations tailored for them or emails with specific discounts.
“73 percent of consumers surveyed said they prefer to do business with retailers who use personal information to make their shopping experience more relevant.”
In this case, providing generic product recommendations may be unsuccessful. Using widgets such as ‘Recommended for you’ and ‘Recently viewed by you’ are used explicitly to personalize the user experience.
Best practices to improve eCommerce Product Recommendations.
eCommerce stores need to implement recommendation widgets carefully on various pages on your site to achieve the above objectives. Below are the best practices that eCommerce stores can execute on the site to maximize the performance of your product recommendations. They are:
- Search Results Page
- Category Pages
- Product Detail Page
- Shopping Cart Page
The homepage is the main landing page of your site and should offer cues to help your visitors get started on their shopping journey – this could be through a visible search box, a straightforward navigation structure, and of course, personalized recommendation widgets. As on the homepage, we can categorize the visitors into two types – new and repeat.
Recently viewed by you, Recommended for you.
For repeat visitors, you can recommend products that they had viewed in the past but not bought, personalizing their shopping activity on your site. Or you can show similar offerings to what they prefer in terms of the price range, brand, color, and various other factors.
Topsellers, Recently viewed
For new visitors, it’s best to show top-selling products, to help them discover popular products. As you might not have much information about the new visitor, it’s best to display products based on the crowd’s wisdom.
Flipkart shows widgets based on new & repeat visitors. It is a practice that eCommerce sites should follow to target customers better.
2. Search Results Page
On the search results page, you should offer personalized suggestions to the visitors as they already intend to purchase and are likely to convert faster.
Recommended for you, Recently viewed.
In this case, it makes sense to show items that have been viewed previously (this is especially useful if they’re searching for a similar item or trying to compare two things). Of course, your recommendation engine must be intelligent enough not to display products that have already been purchased.
Another option is to show personalized recommendations based on their history. For example, with Unbxd Product Recommendations, search behavior is considered while offering personalized recommendations, so adding this widget on the search results page can also lead to higher conversions.
3. Category Pages
Visitors using the site’s navigation tend to be browsing, and their buying intent may not be as strong. Here it’s crucial to show recommendations that allow them to discover popular products within the category.
Category top seller, Brand top seller
While eCommerce stores can show top-selling products by category on category landing pages, top sellers by brand on brand pages to help navigate top-selling products within that brand.
4. Product Detail Page
The product detail page is a crucial link in the conversion chain. Correctly optimizing the product detail page can drastically improve conversions. Here, it becomes doubly important to show appropriate recommendations that will help the visitors discover similar products.
More like these, Viewed also viewed
The idea is to make sure visitors discover better products that prevent them from bouncing (if they don’t like a particular product they’re viewing) or encourage them to add more products to the cart.
The product detail page is the perfect site property to upsell products of a higher value. Showing laptops with a better configuration or more accessories can help increase the cart spend.
5. Shopping Cart Page
The shopping cart page should show appropriate recommendations with complementary products that make sure the visitor doesn’t bounce and abandon his/her cart.
Product recommendations are now considered one of the significant product discovery & conversion channels on eCommerce websites, and merchandizers must maximize their functionality. The best practices mentioned above can help you optimize your recommendations widgets and dramatically increase conversions.