How To Set Up Recommended & Related Products On Shopify
Online shopping is increasing in popularity with new eCommerce stores popping up all the time. We can thank the success of this, in part, to the pandemic and the shift to a more digital way of living. Gone are the days of trudging through malls, jostling in crowds, or standing in long queues!
With this shift, comes the need to strategically develop your store to make sure you are offering what your customers are looking for so that they don't turn to your competitors.
Enter recommended and related products!
This is a nifty feature for any eCommerce store and allows you to place relevant alternatives and complementary products right in front of your customer at critical points in their shopping journey. This is known as up-selling and cross-selling.
Displaying recommended products makes it easier for your customers to discover new products and increases your online store sales. And it's a fairly simple strategy to put in place.
With the right strategies, you can completely transform how your customers interact with your brand, creating a fluid and consistent experience that increases conversions, average order value, and trust.
Let's take a deeper look...
This is a product section added to your online store which displays relevant recommendations to your customers as they browse your site.
For the most part, this section will display automatically generated product recommendations based on algorithms that track purchase history, product descriptions, and related collections (collections that the current product is part of). These will become more accurate over time as new orders and product data become available.
The range of products can also be adjusted to suit your needs, so you could decide to showcase products commonly bought together, product trends, best-priced products, discounted products, or products in related collections instead.
The great news is that the latest Shopify themes (Online Store 2.0 themes) automatically include a related products section!
Personalized product recommendations reduce barriers to purchase and can be placed on any page within your eCommerce store.
As mentioned, the newer Shopify themes automatically contain a related products section on the product details page. However, you might want to place these on another page, or on several pages.
We've gathered some information to show you how to do just that. Let's take a look below.
If you already have this section activated, you can simply customize the appearance with the theme editor.
If you don't have related products set up, you can easily do so by following these steps:
On your Shopify admin page, click Online Store → Themes. Once on your theme page, click on Customize to access your theme settings.
Go to the drop-down menu at the top of the page and select Products → Default product. This will load the product template into the theme editor.
If there is no recommended products section in the template, click + Add section on the left-hand menu and then select Recommended products.
If the recommended product section is already active, you can click on Product recommendation on the left-hand menu and edit it to suit your needs using the options in the right-hand menu as seen below.
Once you are done, don't forget to click save!
Quote: You can also disable this section by clicking on the eye symbol in the left-hand menu. This will hide it from your product details pages but won't delete it.
The related products on Shopify will automatically be generated but this can be edited with some coding knowledge.
You can expand options with section settings, using JSON to create settings and values.
However, we won't be covering coding tutorials in this guide because, if you don't work with code, it is always best to contact a Shopify Expert.
Setting up related products according to tags is a great way to showcase product bundles; or products with the same tags.
This requires you to use Liquid code and set up tag-based rules which then lets you personalize which related products appear. This method is a little outdated though and means you won't be able to take advantage of the analytics collected by the data-driven approach above.
If you'd like to go this route you can contact a Shopify Expert to assist you.
Another quick and easy way to set up related products is by using a third-party app. These are a great way to add strategic product recommendations to your eCommerce sites and even track conversions for product recommendations.
The Shopify app store has a selection of apps to choose from which allow for personalized product recommendations without the worry of coding. These apps help you easily set up post-purchase offers, pop-ups, dynamic recommendations, etc., and often use AI and ML to analyze sales data and purchase behavior to offer successful data-driven upsells, cross-sells, and automated order follow-ups.
Some of the apps available include:
As seen above, you can strategically place these product collections on more than just the product details pages. Here are some ideas to get you going:
- Home page/landing page: In this section, you can use headings such as Trending Now, Best Sellers (products with the best conversion rates), Just Arrived, or Fan Favourites, to guide shoppers to learn more about your brand.
- Search page: Here you can show products related to your customer's search using intelligent recommendations such as Others Who Searched For Yoga Socks Also Viewed.
- Category Pages: These are great at guiding shoppers in their discovery of your products and headings such as Most Popular In This Category, Handpicked Exclusively For You, and Top Rated will work nicely here.
- Shopping Cart Page: This is the prime spot for up-selling so you could offer free shipping incentives with your product recommendations or free delivery above a certain spend value.
- Checkout Page: Your checkout could show items from the customer's browsing history with a heading along the lines of "Still interested in these?".
- 404 page: Bet you didn't know that a dead-end 404 page can be a key part of your product recommendation strategy! This is a great way to lead the customer back to the pages of products that interest them. You can use headings such as Previously Viewed, Popular Items, or get creative and with something like "Oops, all we found here are empty shelves! Why not fill your bags with one of these adored items...". This turns a bad experience into one of discovery and improves your UX.
So do personalized product recommendations work? While stats vary from source to source, the one thing they all agree on is that intelligent eCommerce product recommendations work.
Displaying trending and hot-selling products, limited edition products, discount countdowns, and more, leads to an increase in conversions and the Average Order Value (AOV).
We’ve given you a pretty good outline of how to quickly and easily add this feature to your Shopify store without having to go and learn coding languages. This makes it attainable for any online store owner, from the kid selling sneakers for pocket money or the mom selling baked goods in her spare time!
We hope this helped you on your journey to building a successful Shopify store 😁