By Ruby Brown
April 13, 2021
Product recommendations are a great way to promote add ons, upsells, and related items for retailers. And, as you know, there are many ways to make your product recommendations as effective as possible. One way to improve your recommendations is to fine tune your metadata — the information behind each item in your inventory — to better group items within your product recommendations modules. This can make a big difference in how your product recommendations display and how customers respond to them. SiteSpect customer Moonpig, a UK-based retailer specializing in unique and personalized cards and gifts, did just this to improve the product recommendations on their site and they saw great results.
Fine Tuning Product Recommendations
This A/B test focused on one instance of product recommendations in the customer journey. When a customer adds a personalized card to their cart, they get directed to a gifts page that displays related products. The team responsible for “attach” metrics — the measure of users who attach one of these recommended products to the card in their cart — hypothesized that optimizing the order and presentation of these product recommendations would improve the attach rate.
The hypothesis for this A/B test grew out of a set of customer interviews where users expressed that while the existing product recommendations were relevant to the card selected, they weren’t ordered or categorized in a way that made products easy to browse.
To improve the experience, Moonpig designed a new carousel format with items grouped by category and displayed in horizontal groups.
To achieve this, they updated their product recommendations algorithm and added new metadata so that the products could be effectively grouped. Items and categories that were closer matches for the customer and selected card were prioritized in the display.
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