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

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No. 171: 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 under 90 seconds, you’ll take away:

• An insight to test: Don’t offer alternatives too early on the product page.

• A news highlight: How brands are embracing partnerships over influencers.

• Useful tips: Try this if you've been experiencing an increase in abandoned carts.

Read time: 1.5 minutes

🎯 WEEKLY INSIGHT

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.

Before, other products were listed right below the Add-to-Cart section, with the benefits section further down.

Focus on one product before offering other choices.

Fewer choices reduces cognitive load, making the decision to buy easier.

⭐ Takeaway: Help buyers understand the full benefits of one product before moving on to alternative recommendations.

🕙 WHAT’S BREWING

Here’s how to design landing pages that convert.

📣 IN CASE YOU MISSED IT

Create a sense of urgency with your visitor numbers.

This fashion brand’s images boost conversions by 19%.

Try this if you've been experiencing an increase in abandoned carts.

🗞️ NEWS HIGHLIGHT

Brands are embracing partnerships as they move away from traditional influencers.

👀 FROM LAST WEEK

#170: Shoppers don’t trust 5-star reviews. Here’s what works instead.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

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That's all for today.

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And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen