Stephen TuckerTwitter: @buntingprowww.getbunting.com

Experiment 1

Retailer & ProductsRetailer of drink accessories (glasses, decanters, etc).

Hypothesis:Product recommendations on the product page, showing similar alternatives to the product being viewed, will help visitors find what they’re looking for, and thus increase the conversion rate.

Solution:Product recommendations on product page, below main product image.

Variation A - 6x1 recommendations, algorithm-driven

Variation B - 5x1 recommendations, algorithm-driven

Control - no recommendations

Variables influencing the result

Size of product recommendation imagesSmaller recommendation images of Variation A will reduce the detail, which could affect the incentive to click.

Number of recommendationsRecommendations 1-5 are identical in both variations. However the additional 6th recommendation in Variation A will raise the chance of showing the visitor the right desirable alternative for them.

Vertical heightTaller images on Variation B could increase the chance of that image / product details are cropped below the fold.

Experiment 2

Hypothesis:Product recommendations on the cart page, showing complementary additions to the product(s) in the shopper’s cart, will increase average order value.

Solution:Product recommendations on cart page, below shopping cart details and ‘checkout’ button.

Variation A - 6x1 recommendations, algorithm-driven

Variation B - 5x1 recommendations, algorithm-driven

Control - no recommendations

Variation A - 6x1 recommendations, algorithm-driven

Variation B - 5x1 recommendations, algorithm-driven

7 things we’ve learnt at Bunting that willimprove your recommendation performance

7 things we’ve learnt at Bunting that willimprove your recommendation performance

1) Quantity / image size can dramatically affect performance

7 things we’ve learnt at Bunting that willimprove your recommendation performance

1) Quantity / image size can dramatically affect performance2) Use isolated images, rather than lifestyle images

7 things we’ve learnt at Bunting that willimprove your recommendation performance

1) Quantity / image size can dramatically affect performance2) Use isolated images, rather than lifestyle images3) Place your recommendations directly below main product photo /

summary description, but above product description

7 things we’ve learnt at Bunting that willimprove your recommendation performance

1) Quantity / image size can dramatically affect performance2) Use isolated images, rather than lifestyle images3) Place your recommendations directly below main product photo /

summary description, but above product description4) Recommendations grids: horizontal generally perform better on

desktops, while vertical should be used on small mobile devices

7 things we’ve learnt at Bunting that willimprove your recommendation performance

1) Quantity / image size can dramatically affect performance2) Use isolated images, rather than lifestyle images3) Place your recommendations directly below main product photo /

summary description, but above product description4) Recommendations grids: horizontal generally perform better on

desktops, while vertical should be used on small mobile devices5) Remember the context! Product page recommendations should be

similar alternatives to the main product. Post-add-to-cart recommendations should be complimentary extras to the cart contents

7 things we’ve learnt at Bunting that willimprove your recommendation performance

1) Quantity / image size can dramatically affect performance2) Use isolated images, rather than lifestyle images3) Place your recommendations directly below main product photo /

summary description, but above product description4) Recommendations grids: horizontal generally perform better on

desktops, while vertical should be used on small mobile devices5) Remember the context! Product page recommendations should be

similar alternatives to the main product. Post-add-to-cart recommendations should be complimentary extras to the cart contents

6) Use big data recommendations, rather than human assigned

7 things we’ve learnt at Bunting that willimprove your recommendation performance

1) Quantity / image size can dramatically affect performance2) Use isolated images, rather than lifestyle images3) Place your recommendations directly below main product photo /

summary description, but above product description4) Recommendations grids: horizontal generally perform better on

desktops, while vertical should be used on small mobile devices5) Remember the context! Product page recommendations should be

similar alternatives to the main product. Post-add-to-cart recommendations should be complimentary extras to the cart contents

6) Use big data recommendations, rather than human assigned7) Split test different recommendation content

(eg: most popular vs. related)

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