Spring 2022 Update: Introducing Product Recommendations
Today, we're announcing ConvertFlow's most significant update in a year: product recommendation elements!
This marks a key milestone for what ecommerce marketers can do with ConvertFlow.
The product has traditionally focused on driving list subscribes and click-throughs to offers using various call-to-action formats. But, working closely with fast-growing ecommerce brands like Nectar Sleep, Undersun Fitness, and Cuddle Clones has allowed us to see that even more could be done.
So, we’ve been expanding ConvertFlow’s focus to not only presenting offers to shoppers, but guiding them all the way to checkout.
The all-new products element allows you to do this by adding ecommerce products to any landing page, popup, or other call-to-action—right from the ConvertFlow builder:
We’ve added a pretty impressive recommendation aspect powered by a data layer built for 1:1 shopper personalization. If you’re using Shopify, you can even pull a live feed in from your store and use the platform’s recommendation engine to show the right products to the right people.
Check out the video below for a walkthrough of the product element feature. Then, read on to learn about specific use cases and get a full tutorial 🙌
Delivering highly personalized shopping experiences at scale
The new products element showcases multiple products together, to either:
- Redirect shoppers to product pages; or
- add products to their cart and drive them to checkout.
The magic happens when you combine these product elements with segmentation data and contextual data to personalize your product recommendations for individual shoppers.
Let's have a look at some specific use cases for how you can do this:
Use Case #1: Product recommendation quizzes using segmentation data
Product recommendation quizzes engage visitors by asking questions in order to provide a personalized recommendation. Sometimes, they even offer insights into how they score on the quiz, too.
Generally speaking, quizzes will:
- Ask a series of questions
- Record the responses
- Show personalized outcomes based on the answers
These quiz answers are a goldmine of data for marketers to score shoppers and conditionally add contacts to first-party marketing segments/lists/tags.
Once the quiz questions have been answered, the answers are used to conditionally route quiz takers to different outcomes.
With the new products element, these quiz outcomes in ConvertFlow can now make highly tailored recommendations of product collections and bundles.
They can also be paired with a special discount offer for shoppers to act on and a button that adds the selected product to cart before redirecting to the checkout:
We’ve studied quizzes in-depth and have found product recommendation quizzes are highly effective. The better cases are engagement rates as high as 51.64% and completion rates around 27.06%:
We also sampled 738 quizzes out of the thousands created in ConvertFlow and found that they engaged 146,709 out of 813,789 unique viewers, a conversion rate of 18.03%:
Product recommendation quizzes can be incredibly helpful for shoppers because it streamlines the online shopping experience down to a consultative process that can be fun and engaging. They ask shoppers questions, offer insights/scores based on answers, and ultimately make personalized product recommendations tailored to the shopper’s needs.
Use Case #2: Product recommendation feeds using contextual data
Product recommendation feeds can intelligently showcase products to the right shoppers at the right time. We’ve all been on the receiving end of this when shopping online through Amazon.
This type of personalization is effective when:
- The timing and placement of the recommendation is nailed
- The products being showcased are actually relevant to the shopper’s current interests
Here's how ConvertFlow's new products element helps you make these two things happen:
1. Related product recommendations
The simplest way to introduce personalized product recommendations is to showcase relevant products to the product currently being viewed:
By using the Shopify product data source, ConvertFlow’s products element leans on Shopify’s recommendation engine to:
- Detect which product is being viewed
- Dynamically recommend related Shopify products
2. One-click upsell recommendations
Another common, yet effective, way to present product recommendations is to display a one-click upsell offer.
Here’s how Cuddle Clones does it:
When a certain product is added to cart (or upon viewing the cart page) an overlay popup can display showcasing other relevant products:
This prompts the shopper to add these extra items to cart, increasing total order value 🙌
3. Product bundle landing pages
Product bundles is one of the key ecommerce strategies Your Super used to drive an estimated $70m in annual revenue.
This means creating landing pages for special bundle offers, breaking down which products are in the bundle, and incentivizing shoppers to purchase all of them in one order:
With the new products element, you can now easily showcase all the products in the bundle either as a horizontal grid or a vertical list, with the option to have all the products added to cart upon clicking one button:
Using the new products element
We've gone through some specific use cases for the products element. So now let's run through a quick tutorial on how to actually use the feature in ConvertFlow.
Product elements can use products from one of two sources:
- Products that have been added directly to ConvertFlow
- A feed of your products coming in via ConvertFlow's Shopify integration
These are custom products added to ConvertFlow, meaning they don't rely on an external integration to display.
You can add products, adjust their title, price, image, description, redirect URL, etc.
There's also an option to add multiple variants. This will display a dropdown list in the CTA itself, allowing shoppers to select the variant they want.
If you have Shopify connected to ConvertFlow, you'll have the option to choose "Shopify" as a products source.
This allows the products element to dynamically populate with Shopify product data when the products element is displayed on your Shopify store.
The products element can display:
- Products added to cart
- Products related to a product (e.g. related to selected product, related to product in cart)
- Products filter (search Shopify by name or tag)
- Select products (manually select multiple products)
Controlling what happens upon selecting a product
Just like button, form, and survey elements, the products element can have confirmation actions to perform when a product is selected.
To adjust the confirmation actions, with the products element selected, click the blue “Confirmation Actions” button to the top right of the builder panel:
You'll then be able to select what you'd like to happen upon choosing a product, such as redirecting to the product page or adding the product directly to cart:
You can also adjust other settings, such as:
- Providing a discount code to apply to the Shopify cart upon redirecting
- Triggering automations (e.g. track event in Klaviyo)
- Firing scripts (e.g. conversion pixels)
- Adding conditional actions
You can display products with a discount by selecting a discount type (amount or percentage) and choosing the amount/percentage to visualize:
When adding custom products to the ConvertFlow products source, you can set a relative discount (amount or percentage) on the element and set fixed discount prices for individual products.
With Shopify products, you can have a discount code automatically applied upon redirecting to the product or the cart by entering it in the discount code setting in the confirmation actions:
Styling the products element
Product elements can be styled using the CTA theme tab (which applies to all product elements in the CTA) or by adjusting the design settings directly upon the products element.
To do this, select the products element and scroll the builder panel down to "Design."
Here you'll be able to adjust:
- The products layout (grid or vertical list)
- How many products can show, how many per row, container width, spacing between products, product background color, borders, shadows, etc.
- Product image height
- Text and button styling
- As well as mobile optimization settings
Make sure to check out our full help guide here to learn more about the products element type and how to use it in your ConvertFlow account.
With the new products element now generally available, we’ll be focused on streamlining your workflow for managing discounts and sales, adding new layouts for the products element, and integrating with new product data sources.
This is, of course, alongside all our planned improvements to ConvertFlow’s no-code builder as well as the new targeting capabilities, integrations, and templates already on our roadmap.
If you have any questions, feedback, or requests for integrations, please drop a line to us at firstname.lastname@example.org to chat.