Only recommend companion products before or after the purchase! Never suggest similar, alternative products.
Are you accidentally driving customers away by showing them the wrong products at the wrong time? While it might seem helpful to offer a variety of choices, the timing of those suggestions determines whether you make a sale or cause a headache. I have found that you should only recommend companion products before or after the purchase, never suggesting similar or alternative products during the final stages of the journey.
The Risk of Choice Paradox
This issue is frequently underestimated by the people or teams responsible for product recommendations. There is nothing more irritating than getting a promotion recommendation just a day after purchasing a more expensive product than the one we selected. When we offer alternatives right as a customer is ready to buy, we risk irritating and confusing them, which often leads to cart abandonment.
The Psychology of Post-Purchase
After a conversion, I always suggest focusing on companion products such as maintenance, extensions, and optional modules. These items add value to the primary purchase rather than calling the original decision into question. Recommendations are a crucial step in the customer journey for every e-commerce; try reviewing your current logic today to see where you can swap alternatives for add-ons.
For recommendations on how to show the best product reviews to improve your Conversion Rate, take a look at my eCommerce tip: Leverage positive reviews to provide social proof and improve Conversion Rate.
