The term “Product Recommendation” refers to the recommendation of products within an online shop.
These are actual purchase recommendations that are dynamically populated for each user who is browsing the site, based on a variety of factors ranging from browsing and purchasing behaviour, to the very characteristics of the user who is browsing (demographic characteristics), rather than the actions they are taking.
In fact, their goal is to personalise the browsing and purchasing experience of users, and their use represents, without a doubt, one of the first activities to be implemented to improve the performance of one’s eCommerce, in terms of growth in average receipt value and total revenue.
In fact, it is no coincidence that their use is mostly linked to the implementation of up-selling and cross-selling strategies: according to a study conducted by Accenture, 91 percent of consumers are more likely to buy products from brands that are recognised and remembered and that offer relevant product recommendations.
Product Recommendations can follow and personalise the user’s browsing and shopping experience in the different steps and can be placed in different pages of the shop:
- home page
- category page
- product page
- cart page
- user registration page
- …
The selection of the products they show to the customer is usually handled by a product recommendation engine that is responsible, based on input data, for choosing the most appropriate products to display, responding to various algorithms (most viewed and most clicked products, products inherent to those added to the cart…).
