Unlike a cart abandonment email program, measuring the success of product recommendations isn’t quite as simple as tallying the conversions from the campaign.
Here are some of the metrics that should improve after implementing a product recommendations program:
Changes in website browsing time
A product feed on the home page should be engaging the customer more than a generic one. But it might not increase browsing time. Instead, browsing time can go down in relation to conversions. Shoppers are finding what they are looking for more quickly.
Higher click-throughs on email campaigns
Promotional and triggered campaigns (cart and browse abandonment) should be more engaging with recommendations.
Higher click rates on your website
If the product feed is personalized that should increase click rates as customers view what you’ve suggested for them.
Higher open rates for emails
Category information can be pulled into subject lines enticing shoppers to open the emails where the more specific recommendations are offered.
Increased average order value
If your recommendations are designed to encourage customers to buy products that go with the ones they are browsing or carting, this metric should increase.
Whether from the email program or the overall eCommerce sales, a sales uplift if the best metric.
How are brands using product recommendations?
Large brands almost all use some type of product recommendations as a part of their online retail programs. It’s companies like Amazon, after all, that helped shape the success of eCommerce by pioneering product recommendations.
But the technique isn’t exclusive to large brands. Plenty of small to mid-size online retailers have successfully deployed product recommendations to increase sales.
Recommendations across channels
MyOptique Group incorporates personalized product recommendations on its website and in triggered and campaign emails. It’s Glasses Direct division attributes 1.2% of online revenue to web recommendations.
Recommendations in abandonment email
Orlebar Brown, a London-based fashion retailer, incorporated product recommendations into its cart abandonment emails. The move contributed to a 6.59% sales uplift. It also added recommendations to in-parcel marketing information sent with its items which adds a delightful bespoke touch.
Subject lines that engage
Wolseley, a leading supplier of building materials, has increased its average open rate from 28% to 45% using automated product recommendations fed into subject lines.
Personalizing the home page
Global surfing brand Rip Curl saw sales increase 1.8% after adding personalized recommendations to its home page. The success has encouraged the company to roll out personalized recommendations to its product pages.
Social proof + recommendations drive click-throughs
Pet product specialist VioVet incorporated its in-house star rating system into all of its recommendations (and cart and browse abandonment emails). This has resulted in a 19% increase in click-throughs.