Want to Nail Product Recommendations? Start Here

By Sarah Etter

November 20, 2012

If your website isn’t on the product recommendation bandwagon just yet, this research might have you scrambling to climb on board.

According to Forrester Research, surveyed ecommerce retailers reported that anywhere from 2% to 20% of their total website revenue could be attributed to product recommendations. Obviously, Amazon.com is one of the biggest examples; the website dedicates roughly 70% of its homepage to recommendations.

But with great opportunities come great challenges, and that still rings true with recommendations.

Irrelevant product recommendations can be a huge turn off to visitors. Imagine, for instance, that a visitor searching for a pair of women’s pants sees a line of product recommendations featuring a number of items, including men’s shoes.

It might sound like a small slip-up, but it’s enough to slow down or kill the conversion process for visitors who were fully intending to make a purchase.

The reality is that the same product recommendations won’t work for every audience. Targeting and testing product recommendations is critical to uncovering the conversion goldmine this feature is capable of generating.

Want to find out how one leading online retailer tested multiple product recommendation algorithms to uncover a huge jump in conversions and average order value?

Download REVOLVEclothing.com: Moving From Product-Centric to Customer-Centric Merchandising now for an exclusive, behind-the-scenes look at the newest ways to leverage product recommendations that will resonate with your visitors.

Sarah Etter is the former the senior editor at Monetate. Before joining Monetate, she was a writer for various online and print publications, and served as the associate editor of The Internet & Marketing Report newsletter. Sarah also loves fiction writing and ice hockey... yes, ice hockey.

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