The e-commerce sector truly exploded in 2020: revenue from online sales exceeded 100 billion euros and there are 40 million French people shopping online.
If you yourself run an online store, the challenge for you is to sell better and more, without the exchange and privileged relationship of a physical shop. So, how do you show the right product to the right person at the right time?
Why recommend products to your customers?
Improve the average order value of your sales (upsell)
In stores, salespeople talk with and advise customers so they can easily find the right product, or even choose a higher-end range. That is the whole point of merchandising: making it easier to sell what you want to target without necessarily interacting with the prospect in person. This is one of the tips for selling better through your website !
Similarly, user experience is important on your e-commerce site. For example, recommending a similar product from a higher-end range helps increase sales of higher value-added products. For example, by displaying at the bottom of the page the 3 best-selling products matching the user’s search.
Increase add-on sales (cross-selling)
Cross-selling, or selling related products, is also an important lever for growing your revenue. When a customer adds a product to their cart, it is strongly recommended to suggest complementary items that may interest them. Cross-selling increases sales by around 3%.
|
Up Selling |
Cross Selling |
|
|
Sell more items |
✓ |
x |
|
Sell other items |
x |
✓ |
|
Increase average order value |
✓ |
✓ |
Build customer loyalty on an e-commerce site
Finally, customer loyalty is easy online: thanks to implementing a marketing automation tool on your e-commerce site, you have a wealth of information to interact with your customer at the right time. Their interests, previous purchases, their behavior on the site, etc.
A few days after their last visit, on their birthday, when they add an item to the cart without completing the purchase. All these events are wonderful opportunities to trigger automated actions at the right time and on the communication channel best suited to your persona, to seal the deal and build customer loyalty by creating a privileged relationship.
In addition to increasing the average order value, you create a lasting relationship with your customers and improve their shopping experience on your e-commerce site.
How do you implement personalized product recommendations?
What tools and software for personalized recommendations?
Marketing automation is the perfect tool for this. For example, Webmecanik Automation has features dedicated to the world of e-commerce. By placing a script on your online store, you can track and record the activity and behavior of your customers as well as your prospects. An essential element for understanding your customer journey and each visitor’s interests. With all this qualification data, it becomes child’s play to recommend the right products to the right profiles!
Product recommendations: how do you implement them?
It’s up to you to define the strategy: best-selling products, highest-rated ones, those whose detailed page your customer has read, etc…, anything is possible! Then, using variables, it’s up to you to choose the right medium to highlight them: in emails, web notifications on your site, directly on your product or home page, or even when your customer’s cart is displayed. Feel free to follow all the advice for improving the conversion rate and average order values of your online store thanks to product suggestions.
Since the possibilities are many, run tests and compare the average order value to find the best strategy.
