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Product recommendations: the 3 biggest mistakes you cannot afford to make

Posted on Categories Product Recommendations, Website Personalization

There is a reason why 70% of Amazon’s website is made up of product recommendations. When done well, they can massively increase AOV (average order values) and site-wide conversion rates.

However, when implemented badly, they can actually harm your bottom line.

In this post, I’ll run through the 3 most common mistakes that many sites are currently making – and why you should avoid them.

1. Showing recommendations in the wrong places

One of the most frequent mistakes is displaying product recommendations that diverge from the intent of the shopper. The buyer’s journey needs to be clearly mapped, and recommendations should help and guide the process – but not cause distraction.

In the example below, the visitor is browsing the site for guitars.

product-recommendation-personalisation-example

At this stage, recommendations should be displaying other guitars that match the specifications. However, the recommendations here are showing cross-sells – items commonly bought with this product. Ultimately, this is distracting the buyer, and could disrupt the flow of purchase.

2. Not utilizing the add to cart or home page

When a shopper adds an item to their cart, the cart page is a great space to show cross-sells. We know the shopper at this stage has shown intent to buy, and showing helpful cross-sells here is a great way to increase AOV. Below shows a good way to do this:

product-reco-personalisation-example

In addition, the home page should display products previously viewed but not bought. When a shopper returns to your site, remind them of the products they’re interested in, and see conversions rise.

3. Too many recommendations in a page

This is a classic mistake. Ever heard of too much choice?

product-recos-too-many

By bombarding a shopper with too many recommendations, you may cause the visitor to feel anxious by the sheer size of the choice, and subsequently abandon cart.

And the research shows – fewer recommendations convert better.

We recommend a minimum of 4, however.

Summary

So, when you’re setting up your personalized product recommendations strategy, keep these 3 mistakes in mind. If you feel you need help, by utilizing a plug-in tool such as Bunting, the process should be easy.

Good luck, and let us know how it goes! 🙂