Related products hold immense potential to enhance customer satisfaction and increase sales. By offering complementary items alongside a customer’s initial selection, you can cater to a broader range of needs. It helps you provide more value for every purchase they make. This strategy, often powered by data collection and analytics, involves identifying products that naturally go together or fulfill a customer’s intent. With the rise of algorithms powered by AI, businesses can recommend highly personalised and relevant products, driving engagement and revenue.
Let’s find out how you can use related products to your business’ advantage.
Understanding Related Products in Product Settings
Related products are usually similar to the ones a customer is already viewing on an eCommerce website or an online marketplace. You can display related products on product pages to help customers find other products they might be interested in buying. Related products can also be placed on the shopping cart or the checkout page. The placement of the related products can significantly influence your customers. It can speed up the decision-making process, expand exposure to different products, extend their time on a website, encourage them to spend more, and improve customer experience and satisfaction.
If you sell your products on an online marketplace, algorithms may collect and analyse data relating to user behaviour, browsing patterns, purchase history, etc., from various sources to show the most relevant related products.
Related products are displayed to help users find a product that can help them use the primary product better and products that complement each other. Regardless of how customers use the related product, the goal is to encourage them to spend more and increase the average order value.
Examples of Related Products
Here are some examples of related products:
Ball and Buck
They offer related products in a way that gives buyers the impression that a set of these products has been specifically curated for them. It’s one of the most tried and tested ways that has worked well for Ball and Buck in bringing customers back for more purchases.
CLUSE Watches and Jewellery store
When customers choose a particular product they like or might be interested in buying, this online store displays related products categorised under ‘wear with’ and ‘you might also like.’ These product recommendations are accompanied by attractive product images to encourage them further to purchase.
If you want to make the most of adding related products like the brands above, consider the following points:
- Add related products in simple sections on product pages.
- Show related products on the ‘no results found’ page.
- Offer related products in bundles. You can also offer the bundle at a discounted price for added advantage.
- Add related products in the email you send for order confirmation.
- To grab that one last opportunity, add related products on the shopping cart page.
- Add a ‘customers also bought’ section on product pages.
- Recommend products that are related to popular items or best-selling products.
- Show related products to your customers based on what they have purchased in the past.
Differentiating Between Upselling, Cross-Selling, and Related Products
Let’s look at how related products differ from up-selling and cross-selling products.
- Goal
Though the primary goal of adding related products, up-selling products, and cross-selling products is to increase the average order value, these are different sales techniques to help eCommerce businesses increase sales and revenue. Up-selling involves encouraging customers to purchase a more expensive or upgraded version of a product they might already be interested in.
Cross-selling involves offering additional products to existing customers. It means you can cross-sell products that would complement each other.
Adding related products is a part of cross-selling strategies. It involves selling related products together, often as a bundle at discounted prices.
- Product Placement
Upselling and related products are often displayed on the product page, where customers can easily find them while browsing any products. Cross-selling products are placed on the product page and the shopping cart to entice customers to add them to their cart.
- Impact on customers
Adding related products helps customers find relevant items without searching for them, encourages them to spend more, introduces them to a new product, and improves their overall shopping experience. Upselling products usually helps customers find a better version of the product they are looking for. Cross-selling offers great value to customers. It leads to increased customer satisfaction, increased revenue, and better long-term relationships. However, to succeed in cross-selling, the products being cross-sold must be appropriate and fit the customer’s needs.
Boosting Your Business with Related Products: Key Advantages
Here are the major benefits of adding related products:
- You can also use related products to cross-sell and up-sell products on your online store. It can help you increase sales, revenue, and average order value.
- It will increase the average time a customer spends on your eCommerce website. It can help you generate more organic traffic and eventually, more sales.
- Related products persuade them to make a purchase decision with personalised product recommendations and suggestions. It enhances the overall user experience.
- Related products also help you increase the sales of a particular product. If the sales for a product are falling, you can simply add that product as a recommendation on your product page, along with other products. It’ll increase the visibility of that product, attracting more customers.
- Related products also offer SEO benefits. Interlinking one related product to another can help you increase traffic to your product pages.
- The ‘customer who bought this also bought’ section acts as social proof for customers, giving them a nudge to make the purchase.
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Conclusion
Leveraging the potential of related products doesn’t only mean increasing transaction value for your business. It also means you have to offer your customers an enriching shopping journey. Providing thoughtful, personalised, and relevant recommendations can foster long-term loyalty, enhance user satisfaction, and boost conversion rates. With algorithms evolving quickly, the ability to personalise product recommendations based on user data will only grow stronger. It will enable businesses to meet changing customer expectations more efficiently. When executed correctly, the strategy of recommending related products is beneficial for both consumer satisfaction and business growth.
