Product recommendations are blocks of related merchandise shown on the product page, in the cart, or after purchase. Their benefit is a higher average order value without needing to lower the price. Effectiveness depends on two things. The first is the suitability of the recommendation: on the product page, accessories and add-ons that the customer will need anyway work best, or comparable alternatives, while in the cart, low-priced small items that will not call the already-made decision into question are appropriate. The second is placement – recommendations placed above the main product information distract attention and reduce conversion. Avoid random selections and recommending out-of-stock items. Measure the benefit by the increase in order value, not by the number of clicks within the block.
See also: Order process, Bundles and sets, Margin and discount promotions.
