What lies behind the phrase “You may also like”

Have you ever given thought to headers which are usually placed over a block of recommended products?

These headers are used to inform shoppers about how a set of product recommendation was formed and to direct the users to certain content. However, these few words can scientifically influence important indicators, which depend on personal product recommendations, including such metrics as revenue, conversion rate, and CTR.

Wrap up meaning

Although users may think that each of these phrases describes in every detail the reason why they are shown particular recommendation and the “logic” of providing particular recommendations, headers are generally interchangeable and are not directly related to the products that are displayed to a customer.

However, each of the headers may carry distinguished from every other meaning for your potential clients.

The demand of the audience

The headers like “Popular Items Today”, “Similar Bestsellers”, and “Customers Who Bought This Item Also Bought” may be used to demonstrate the relevance of social choice. Understanding a certain product is in great demand often helps in those cases when a shopper feels uncertain of needs support to make a purchase decision.

“Popular Items Today”, “Bestsellers”, and other headers of this kind very often are used on a homepage. But the feeling of social demand they contribute may be really useful only when they are shown to regular users who see the product they returned to buy.

Placing headers such as “Customers Who Bought This Item Also Bought” on product pages may side-track users’ attention from their original purpose, while offering cross-selling items and providing more options for choosing the products. The same happens when product recommendations with the scroll bar are used in attempts to improve conversion rate.

Instead of distracting the users from the product they came for we suggest the approach of more expensive sales (upsell), when a similar item at a mush higher price is offered. Consequently, such headers as “Customers Who Searched This Item Also Searched”, or “Customers Who Searched This Item [eventually] Bought” will be more suitable because they demonstrate both correct “logic” and the demand of other shoppers, which help your customers discover more expensive products and grow your average check size.

Authoritative opinion

Usage of an authoritative opinion and expert reviews also allows promoting the recommended products and so improving sales. However, this approach may cause difficulties with placing the order for those users who were ready to make a choice of a product category, color, brand, style, etc.

“Suggest an edit” option is a great idea for those sites which create or publish the content related to fashion. This tip may also be extremely effective on the sites that have managed to form a core of loyal audience, and this audience speaks simply about the commitment to a particular brand and its history. Such headers may be placed on any page of a site but they are particularly efficient in redirecting new and regular visitors to the flypages they may not be directly interested in, and it is recommended to place them onto the Homepage. “We recommend it” is a one more good example of a headers which will perfectly suit online shops that are not related to fashion but to electronics and gadgets.

“Complete the look” or “Buy the look”, and all similar to these headers may be of use for the online stores selling clothes and accessories. Applying them will definitely help to increase sales volume because they enable a customer to purchase all the necessary items from the same screen. We advise to place such call to actions in the form of product recommendations on the order details page to offer variants for the cross-selling at the highest price.

Supply shortage

The lack of supply is a rarely used psychological online strategy which is efficient in email marketing. The headers like “Last chance” or “Buy before it’s late” make users to believe the value of the products is higher than it actually is, because they are in short supply. And this brings us back to the above described tactics of demonstrating the relevance of social choice.

Importance

“Specially for You” is a great header to draw the user’s attention to the products which are demonstrated as personal suggestions. It is better to place them on a personal user account page, because this allows creating the atmosphere of the importance and care about a customer. An interesting option would be to organize such page in the style of Pinterest with recommended products and articles from the blog, which would evener the boundaries between different types of content.

Test it more than once and then test it once again

Currently, each retailer must perform testing of each element in the store to improve conversion rate and to ensure the revenue growth: the headers for the blocks with product recommendations are no exception.

Multivariate testing allows you to verify the effectiveness of various combinations of the headers with different sets of product recommendations all over the site and to determine the best combination that will ensure maximum efficiency and increase retail sales.

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