These product recommendations can be used as an inspiration for your ecommerce store or email marketing strategies to increase relevancy and revenue.
A successful retailer’s ecommerce strategy should include personalized product recommendations. This helps customers find the products most relevant to them and lowers barriers to purchase.
They’re not meant to do all of that.
Product recommendations are a powerful tool that can transform customer interactions. They create a consistent and fluid experience that results in more conversions, higher order values, and greater trust in your brand.
These product recommendations are examples that you can use in your ecommerce store or email marketing campaigns.
Why the homepage? Although not always the first point of contact for shoppers, the homepage can still be considered an important welcome point for new visitors to your brand. It also serves as a place for them to share their information with you. This is key to attracting attention. It should be relevant to all visitors, channels and entry points.
Since you haven’t collected any behavioral data, new visitors can be more difficult to gauge. Product recommendations best practices recommend highlighting products with high conversion rates (i.e. Top sellers
Industry West’s homepage welcomes new visitors by using crowd logic, “best sellers” and “trending Now” content. This helps to guide and inspire them to learn about the brand, their most popular products, and to get to know Industry West. Their ‘Trending now’ recommendations are an example of this.
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Beer Hawk product recommendations for homepage that include customer ratings to drive interest through Social Proof
French fashion brand Le Tanneur presents best-seller recommendations broken down by category: accessories, women’s and men’s
Beauty giant Sephora has a new tag to mark the arrival of new products:
LeSportSac showcases best-seller recommendations on their homepage as ‘Fan favorites’ – an approach that led to a 2.4x increase of conversion
We all know that shoppers are susceptible to being influenced by their peers. This is one of many truths about ecommerce psychology. It is desirable to see what other shoppers are buying and browsing. Therefore, recommendations that point out what other visitors might be interested in can increase conversions and click through rates.
You can see below an example of Prime loops doing just that, sharing insight into music samples other users might be interested in:
2. Product Detail Pages
Why product details pages? People who visit a product page are still looking for something to purchase. Visitors will browse the product pages and look for alternatives or complementary products. This is also known as cross-selling and up-selling.
Displaying a “FOMO” ribbon on product pages is a clever way to grab shoppers’ attention and show that the product will soon go out of stock.
Cynthia Rowley Keeps previously viewed products in front the shopper with’recently seen’ recommendations
Industry West encourages users to browse the site after they have viewed a product.
Trading Depot is an online electrical wholesaler that sells many products that can be used as parts of larger systems. Instead of selling similar products, they offer relevant product recommendations to their customers that they would likely purchase anyway.
To maximize your experience, combine 2 product recommendation blocks from product detail pages. This example shows products the customer is most likely to buy with the current viewed product.
Another example of this tactic is for the sportswear sector:
Images ribbons can be used to launch user-generated content banners. As seen on Gymshark’s product page.
SkateHut AB offers similar but different promotions for scooters on its product pages. These promotions are based on the browsing habits of the shopper in order to increase average order values.
The Sports Edit and their merchandisers know which ranges work best together. They tag ranges like “workout tops”, “tights”, and so on to ensure that key inventories match.
3. Search for Pages
Personalized shopping is made possible by anticipating what your customer is looking for. The ideal search page incorporates intelligent recommendations-items that other customers have viewed and purchased to guide customers along their journey. What’s the fun part? The fun part? Search recommendations should be displayed above-the-fold to ensure customers have easy access to what they are searching for.
This example shows product recommendations as a complement to the search term “headphones”.
Puravida‘s search results are listed at the top of this page. Also, product ratings are included to increase interest.
The search engine for Caliroots , a Stockholm streetwear store Caliroots showcases contextually related products. For example, an in-store keyword search with “Mike” shows skateboards made in collaboration with Kodak Mike Carroll or Kodak Mikemo.
Below the actual search results, you will see the behavioral recommendation “Search and Viewed”, which shows that people who searched for “Mike”, ended up looking at “Nike” shoes.
Armani is prominently represented on the search page of Designer Childrenswear, an award-winning UK retailer. A search for Armani will bring up the brand page, which has the relevant faceting options. This allows shoppers to narrow down their selection further.
4. Category Pages
Why is the category page important? The category pages are an essential driver of discovery in online stores. They keep all relevant products on one page and allow shoppers to filter down to specific subcategories to find what they want.
WOD Life uses product recommendations to make it easy for visitors to find the most popular products within a particular category. They added a product recommendation block called “Most Popular in This Category” to the bottom of their category page.
Utsav fashion uses a combination Browsing History Related, Best Sellers and a “Current Category” filter.
There are 2,193 products available when you visit the Lehenga ‘Choli’ section. We can narrow down the list by using a Best Seller product recommendation and a “Current Category” filter.
Sephora uses product recommendations to maximize category pages by showcasing top-rated and best sellers:
Augustine, a New Zealand fashion house, has a top-level category of bottoms. This includes shorts and pants, as well as a similar set of Browsing History-related recommendations (with a fallback option to Best Seller recommendations for first-time visitors).
5. Shopping Cart Page
Why is the cart page important? This page is prime for upselling. It’s the perfect time to offer customers complimentary items. This page can be used to provide product recommendations that will remind customers about the most popular items they have searched. Fun fact: 25% to 25% of customers who click these recommendations order the item. Just make sure you don’t include items that are already in their cart.
You can also promote product recommendations by offering free shipping incentives. If you offer free shipping for orders above a certain amount, encourage customers to spend more to get the minimum. This will increase your customer service skills.
Displaying ‘Don’t forget’ suggestions at the end is a way to increase sales. This creates a last-minute opportunity to up-sell.
To remind customers about the items they are interested in, but have not added to their carts yet, Woodhouse Clothing added personalized recommendations to its cart page. This has resulted in a 44% increase of brand conversions.
The Beer Hawk team created an A/B testing to determine how recommendations relate to actual customer behavior on their cart pages:
Sephora uses product recommendations to increase up-sell opportunities on their checkout page
Le Tanneur lists items that are often purchased with items in a shopper’s cart. These recommendations allow shoppers to add additional items to their cart, which will naturally increase the average order value.
Sarah Raven shows how shoppers can continue their shopping journeys naturally through recommendations after they have added something in the shopping cart.
LeSportsac has made shopping cart recommendations to increase click-through rates.
6. Visit the Page
The WODlife added a product recommendation block called “Still interest in these” to their mini cart. This was done to increase the AOV at the conclusion of the purchase journey.
7. 404 Pages
Why is the 404 page important? A 404 page can be used to turn a dead end into a key part of your product recommendations strategy. It will direct the shopper to product detail pages that are relevant to their interests. A 404 page that includes ‘previously viewed and ‘popular item’ recommendations can make a bad experience a positive one.
As simple as the examples below, 404 page recommendations are possible.
You may not have the browsing history data necessary to create a personalized recommendation if someone visits the site via an expired link. There are always options to get around this problem, and best sellers can be a good place for you to start.
You can also feature the best sellers to encourage shoppers to buy products that will increase their conversion rate.
Why pop-ups? Pop-ups are now more relevant and personal than ever. Pop-ups can be leveraged in many ways. From enticing hesitant customers with a limited-time discount to encouraging them to sign up for email marketing, such as to encourage further marketing. A pop-up can be used to show product recommendations in person at the most critical times.
You can entice shoppers who are about to leave your site with an exit popup that includes products they have already looked at or items they might be interested in based on their browsing history.
OKADirect displays product suggestions on the Cart page via pop-ups that are activated when a shopper adds product to cart.
WOD Life makes use of abandoned cart popups in order to re-engage customers when they return to the site. To remind customers of their last visit to the site, a popup called “Pick up from where you left off” displays products that were left in cart.
Sephora’s strategy adds a message about ‘free shipping to excite shoppers:
Learn more about pop-ups and their benefits. You can also explore other ecommerce popup uses that you can incorporate on your website.
9. Email Marketing
Why email marketing? After a shopper leaves your site, whether it’s due to indecision, or having made a purchase, a well-designed customer experience doesn’t. Use other channels, such as email marketing, to maximize your potential by including relevant recommendations that use behavioral cues. This will result in more relevant, timely emails that are more engaging and bring customers back to your website.
Product recommendations based upon past shopping habits can help you attract customers back to your store. These suggestions can seamlessly be integrated into your email templates.
Zoovillage email is one of their most effective channels for ecommerce sales. Their email campaigns display dynamic products, which means that they can change based on shoppers’ past behavior or indicate which products are hot on Zoovillage’s website at the moment. This has resulted in a 15% rise in views for recommended products and a 20% increase of sales.
Melvin & Hamilton use recommendations titled Personal suggestions made to you’ in emails to encourage more purchases.
Bodybuilding Warehouse also offers a place for ‘Recommended To You’ products in order to promote their Black Friday marketing efforts.