What do TikTok and Amazon have in common? They both have an engaging FYP for their users.
But what is a FYP? And how can it help your business? Read on to find out.
Tip: click on images to see full creatives.
What is a FYP?
FYP stands for ‘For You Page’. It is a page that is designed to recommend products or, in TikTok’s case, content, to customers. Everything on it is personalized to the customer viewing the page, based on behavioral data, granular segmentation and social proof.
Below are some examples of what type of personalized product recommendations you could include on your customers’ FYP to increase your revenue.
People like you buy/browse
This product recommendation tactic is also sometimes referred to as ‘handpicked for you’. It uses behavioral data and machine learning to personalize recommendations. When a customer buys or browses a certain product, the algorithm will see what other customers often buy or browse together with said product, and will recommend that.
This works well to increase AOV as it helps customers find products that may complement their original product. Depending on the chosen name for this tactic, it can also entice customers to buy the recommended products due to the wisdom of the crowd.
Frequently purchased/Buy it again
These dynamic recommendations are useful for businesses that sell products that need to be replenished. They show products that customers have bought before, encouraging them to buy it again.
Recently viewed/Frequently browsed
This tactic uses the most up-to-date behavioral data to see what customers have frequently browsed, but not bought yet. The FYP then dynamically displays these products, increasing the likelihood of customers making the choice to purchase the product.
Based on your recent behavior/Similar products
The recommendations shown with this tactic are based on previously abandoned products. They aren’t the exact same products, but they will have similarities with the products browsed. This way, if the customer couldn’t find what they were looking for, the products shown on the ‘for you’ page may be more suitable to them.
Final words
It’s important to keep testing and optimizing all your personalization tactics. In the case of your ‘for you’ page, you could combine different product recommendation tactics to see which fulfills your goals best, or see if one specific product recommendation tactic works best. You could also use social proof tactics such as showing ratings with each product.
Once you have your options ready, you can run A/B tests, A/B/n tests or even use our Auto Optimize tool to let the platform do the work for you.
In addition, it’s crucial you’re collecting data through all of your channels and that everything is up-to-date. It’s best to also have it all in one place. This way, personalization becomes easier and more effective.
If you want to set up an engaging, revenue-boosting ‘for you’ page, or talk about any of the tactics mentioned above, come talk to us.
Not ready to make that step yet? Why not check out our eCommerce CRO lookbook [returning customers edition] for some more inspiration?
