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#117: Here’s when NOT to recommend alternative products.

#117: Here’s when NOT to recommend alternative products.

This product page change led to a 10% lift in conversions.

Kendrick Wilson
August 21, 2024

#117: Here’s when NOT to recommend alternative products. New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.

No. 117: Hey all,

Buyers get distracted very easily.

On the product page, many brands offer links to other items too early in efforts to convince buyers to remain in the funnel.

Good rule of thumb: don’t distract before you’ve convinced.

Here’s why.

In this issue:

This week’s win: Don’t offer alternatives too early on the product page.
In the news: Why major retail brands are ignoring X.
Quick tips: Why growing too fast should worry you.

WIN OF THE WEEK

On the product detail page, don’t share other items too early.

Your buyer wants to know what’s special about your products.

Make sure customers understand all benefits for the product they are currently viewing before you recommend alternatives.

For a home goods brand, we moved a product’s benefits section higher up the page, above “You May Also Like” recommendations. It resulted in a 10.5% increase in conversions.