Companies usually spend large budgets on generating relevant traffic to their website during Black Friday. To ensure that you get the most out of your purchased traffic and that your visitors get a personal customer experience, personalization is a must-have on your website.
Some of your website visitors will be unknown, and some of them will be known. Since you don’t have any data on the unknown visitors, your best bet is to display your best-selling or most trending products. This will inspire your website visitor and make them feel confident about their purchase. The known visitors are different since you already have some behavioral data from previous visits, which makes it easier to decide what relevant products to display.
Personalization will also save you a lot of manual resources in terms of not having to choose what products should be shown on each subpage on your website. Instead, personalization ensures that the individual visitor’s actions determine which products they get to see.
The modules “Best Selling” and “Popular Products” should be dynamic, meaning that you take short periods of user activity into account. You can choose whether the period should run over e.g. the last 500 purchases or 1000 impressions.
But it’s important to note that if the period is set to a too long period, the products shown will rarely be substituted. If your setup is set to hourly offers, then this module is perfect, as you can set the module to change the shown products every hour.
If a user lands on a category page, you should focus on getting the user to click on products. You already know a little about the user at this stage, e.g. which category they have shown interest in. You should use this behavioral pattern to decide which products to display.
On category pages, you should display the best-selling products within the category. If the user has a previous behavior, this can be used to determine which products within the category the modules should display. If you don’t have any previous behavior from the user, you should display the best selling products within the category.
If a user lands on a product page or has browsed through different pages to reach a product, then you know that the user is interested in a product within a specific category. However, you cant be sure that it’s the desired product that the user is currently looking at. That is why it’s important to help and inspire the user to find the right product.
On the product page, you should use modules displaying similar products. If the specific product that the customer is looking at isn’t what they seek, then it’s important to show alternatives to the product. Your focus should therefore always be to assist the individual conversion, which is done by showing alternatives that may be more relevant than the viewed product.
The user has added a product to the cart and is now moving on to the basket page. Here you have one last chance to increase the basket size, but remember to be careful and focus on the most important thing: that the customer converts.
Does the customer have everything they need?
A module displaying related products, that usually are purchased along with the product already in the basket, is the right choice to present in this instance. Avoid showing similar products to the contents of the basket as it will only create unnecessary doubt and risk a lost conversion.
In addition, it isn’t recommended that you use modules on the checkout page, as the customer should only focus on the conversion itself.