By John Turner, Founder of SeedProd, the most popular upcoming pages solution for WordPress used by over 800,000 websites.
Product recommendations are a powerful way to connect with your audience and increase sales. We’ve all gone through our shopping suggestions on Amazon and marveled at how they manage to recommend the right product at the right time.
You should know that product recommendations are more than random offers that marketers present to their visitors. There is a strategy of suggesting products to customers, and that’s what we’re going to talk about today.
My goal is to show you multiple ways to increase your sales, engagement, and website traffic by creating personalized product recommendations for new visitors and long term customers.
Let’s get started!
1. Create multiple landing pages.
The first tip I want to talk about is to reach new visitors with personalized product suggestions. At first, it doesn’t make sense; how do you personalize content and offers for someone who has never visited your website?
The simple answer is that you create multiple landing pages that showcase your different products and services. Landing pages are still a common way to find businesses, but many people first discover a business by finding one of their product landing pages.
If you’ve set up multiple landing pages that are all geared toward a specific customer personality, you’ll have a much better chance of connecting with the right customers at the right time.
For example, if your business has five different SaaS marketing tools, you want to create value-rich landing pages for each product. If someone is specifically looking for an email marketing tool, it makes sense that they find your personalized landing page before your homepage.
2. Send more personalized emails.
Email marketing is one of the best ways to send personalized product offers. Chances are, you’ve already segmented your audience and know their specific goals and weaknesses. If not, I suggest you allow new subscribers to self-segment by answering a few optional questions when signing up.
Now that you know what subscribers are struggling with and what they hope to achieve, you can recommend products via email to help them reach their goals.
Let’s go back to the example I used earlier. The owner of multiple SaaS products would create drastically different recommendation campaigns because each product has a unique audience. Someone interested in growing their email list might not care about getting more followers on Twitter and vice versa.
3. Group frequently purchased products together.
Amazon has a feature where shoppers can see frequently purchased products with the item they are planning to purchase. You can dramatically increase sales by adding this feature to your online store.
If your main product or service has smaller add-ons or paid features that make it more valuable, include a suggestion to visitors on your checkout page. You can even include some blurb about the product so visitors can determine if the addition is worth the time and money.
You can prepare your visitors for upselling by writing blog posts that combine complementary products. My team and I love to write articles that help customers achieve a specific goal using all of the tools offered in our suite of products. Once visitors arrive on the checkout page and see our suggestions, they immediately know how this addition will add value to their purchase.
4. Work with social media influencers.
It is possible to extend your reach and give product recommendations to potential customers by working with social media influencers. Simply put, influencers are internet personalities who have unique audiences and create content tailored to their followers.
When influencers recommend your product to their audience, there’s a good chance their followers will click on their link and find out about your business. This type of suggestion is a form of social proof. People trust their favorite celebrities on the internet and assume that they will like their product recommendations.
There are many ways to work with influencers. For this marketing strategy, I would suggest partnering with smaller influencers who have less than 100,000 followers. These people tend to have a more specialized audience, which means you’ll have an easier time determining whether their viewers need your product or service.
5. Refine your strategy over time.
Finally, it’s worth mentioning that your product recommendation strategy will need to be fine-tuned from time to time. You will come across instances where your audience subsets may develop different goals or pain points. If you’re there and pay attention to these times, you can tweak your product recommendations and see if the test leads to more sales.
It’s hard to stress the importance of monitoring your sales data and engagement. As your product recommendation campaigns serve to customers, look for templates that will help you plan for future offers. For example, if a campaign has an exceptionally high engagement rate, take a look at the data and identify the reasons why it was so successful.
Testing various elements of your promotions is a time consuming process, but worth pursuing if you hope to skyrocket your sales using product recommendations.