The online and offline interactions of customers with digital product recommendations are sourced by complicated algorithmic decisions, which allow for the creation of tailored user experiences both on- and off-site. These experiences are developed to satisfy the needs and demands of customers or website visitors while also driving engagement and revenue to help brands increase their bottom lines.

It is likely that anyone who has visited an e-commerce site has encountered product recommendations. Product recommender systems, which are powered by aggregated data and predetermined algorithms, allow for this technology to forecast and display the products or services that customers are most likely to be interested in, based on their previous purchases or browsing history.

Product recommendations are becoming increasingly important for any eCommerce business looking to enhance engagement, conversions, and profit on a large scale in today’s marketplace. In the sections below, we at Glood.AI, discuss the must-haves for marketers who want to produce compelling recommendations and implementation methods that you may use to maximize the impact of your efforts.

Product Recommendation Techniques

Product recommendation techniques are important for every marketer, no matter how small or large the brand is. They should resonate with the users who visit your website and should be able to drive them to complete the transaction. There are different factors that you need to remember while implementing product recommendation techniques, such as page context, audience context, and optimal recommendation strategy.

Different types of customers should be dealt with different product recommendation techniques to increase the effectiveness of the customer’s shopping journey, boost average order value, and attract the customers to purchase your product(s). Providing the right recommendation at the right time to the right audience or customer may include calculative effort. Here are some of the best recommendation techniques by Glood.AI that you can use on different website pages and customize according to your customers:

1. Bought Together

When the customer adds a product to the cart, you can showcase the products that are usually bought in complementary with the added product.

2. Most Popular

It is a recommendation technique in which you recommend the most popular products on the website in real-time. You can add this section on the home page of the website so that it’s the first thing customers interact with.

3. Most Popular in Category

When you classify products in different categories, you can highlight the most popular products in those categories. This can help customers to find products that cater to their needs quickly.

4. Recently Viewed

This is a suitable strategy for recurring customers, that can help remind them of products they recently viewed.

5. Viewed with Recently Viewed Items

You can highlight similar products that are usually viewed with the products that the customers have recently viewed.

6. Recently Purchased

This is one such product recommendation technique in which you can display products that are typically bought with the product that the customer is currently viewing.

7. Last Purchased

It simply informs the customers about the product(s) they last purchased from your website.

8. Purchased with Recent Purchase

This recommendation technique lets the customers know the other products that can be bought in collaboration with the product they recently purchased.

9. Similar Products

This strategy refers to displaying items similar to the current product purchased or viewed.

10. Personalized

Personalized product recommendations can be given to make customers feel recognized and valued. These recommendations may be based on the product choices of similar customers or website visitors. For this, you can add a “Recommended for you” widget.

11. User Affinity

Depending on purchasing history or browsing history of the customers, you can recommend the products that match their preferences and affinities.

12. Hybrid Strategies

As the name suggests, hybrid strategies are the combination of all or some of the product recommendation techniques mentioned above.****

Implementing Recommendation Techniques by Page Context

Product recommendation techniques are commonly implemented on different website pages, from landing to category and checkout pages, through pop-ups and overlays. These techniques can be optimally chosen and implemented on a contextual basis, maximizing the company’s revenue. Glood.AI presents you with a discussion of different recommendation techniques based on page context.

1. Home page

The home page is the entry point of your website and the first thing your customers interact with. If you incorporate the “Most Popular” strategy where you showcase your best-seller products to new visitors, you will be able to attain and retain customers. You can adopt a personalized strategy such as the recently viewed strategy or affinity-based strategy for your loyal customers. This way, you can easily and quickly convert your website visitors into prospective customers and finally lead them to purchase your product(s).

2. Category page

While you go for implementing the product recommendation technique at “category pages” or “product listing pages,” you can use the “Most Popular in Category” strategy. When you classify products in different categories, placing popularity-based products on the top can help new and recurring visitors make appropriate choices. Further, adding personalized recommendations to the recurring visitors based on their browsing history or purchasing history can help you increase customer loyalty.

3. Product detail page

On the product detail page, executing “Similar Products” and “Bought Together” strategies can help you get better sales and more loyal customers. With the “Similar Products” technique as a product recommendation technique, you stand as an assistant to the customers in their decision-making process to purchase the particular product(s). However, “Bought Together” is a strategy usually used when the customer has added the current product to the cart. Glood.AI, suggests embedding a “Just Added Product” dialogue box that pops up to enhance the effectiveness of both “Similar Products” and “Bought Together” strategies while boosting the average order value (AOV).

4. Cart page

Similar to the “Product detail page,” you can use the “Bought Together” strategy on the cart page itself. This will help the marketers to display their products, which might be slightly cheaper than the product the customer has just added to the cart. If customers are empowered in the decision-making process, it can increase upsells for the company. You can use website analytics to display similar products that are purchased together by layering the “Bought Together” strategy as a recommendation technique for showing related products that a customer may be interested in purchasing.

5. Any website page

Apart from the particular pages mentioned above, you can also add recommendation widgets on any other website page according to your needs and objectives. You can combine different strategies, modify widget layouts, and set pop-up timings to choose the best suitable combination. Experimenting with exit-intent pop-ups, personalized email recommendations, theme-based landing pages, and displaying null search result pages can help you find the strategy that attracts more traffic and increase the conversion rate on your website.

Implementing Recommendation Techniques by Audience

As per human psychology, no two brains are similar in their behaviour, attitude, and thought processes. This is the reason why it may be difficult to understand the different needs and wants of different customers. Thus, it is nearly impossible to satisfy each customer by implementing a single strategy. The best suitable product recommendation technique is based on the type of customer you might be dealing with, such as first-time visitors, purchasing history, browsing history, and customer data availability.

For example, you can provide generic product recommendations to first-time visitors by using the “Most Popular” strategy. However, if customers have a purchasing or browsing history, you can go for widgets such as “Recommended for you.” This will act as personalized product recommendations and increase customer conversion rate. Glood.AI recommends viewing customers or shoppers from three different points of view.

1. Clueless Shopper

Clueless shoppers may be first-time visitors who are looking for products that can cater to their needs. The best suitable product recommendation technique for them would be to place “Most popular” products on the home page itself. This will help the visitors turn into customers as they can quickly scan the product without surfing the whole website to find relevant products they are looking for. This further provides their validation on your selected choice.

2. Seasonal Shopper

Seasonal shoppers are those who might be browsing your website in search of a particular product(s) for a particular occasion. Thus, throughout the shopping journey of such customers, you can guide them to browse through a different number of products to fulfil their needs. In this case, contextual recommendations along with surfacing the similar category of products.

3. VIP Customer

VIP customers are your loyal customers who might want to restock particular product(s) that were purchased through your website. To retain them for the long run, you can use a personalized product recommendation technique based on their purchasing history or browsing history. This will increase their awareness of their favourite product being in stock and help them make a quick decision of purchasing it.

Along with the techniques for a specific audience, you can set up merchandising rules that can help micro-segment your target audience.

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