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Use Evergage’s deep understanding of your product catalog and merchandising strategy to add personalized recommendations to the shopping cart experience. Cart recommendations can help drive up AOV, UPT, as well as increase conversion rates. They are a great opportunity to cross-sell accessories or related products while also preventing cart abandonment by presenting alternative options to shoppers who are not completely sold on the products they’ve selected.
You can surface products that are related to the item being viewed to “complete the basket” by using a co-occurrence recipe like Co-Browse or Co-Buy with an exclusion for products previously purchased or added to the cart. Also, using price focused recipes encourages visitors to add more to their cart to reach a free shipping minimum if you have one available. Remember to think about the impact of sending visitors back to the PDP once they’ve accessed the cart. An alternative is to create an add-to-cart modal to add the item directly from the cart and not distract shoppers from their purchases.
No segment is required for this play.
Leverage clickthrough rate to understand engagement, but also focus on conversion rate and revenue per user to understand the campaign’s impact. Increased average order value is also a key indicator of success of this campaign.
Here is a checklist of what you need to do in Evergage to create this play on your own site:
Determine placement for the campaign.
Develop a Recipe. Consider a Co-Occurrence recipe based off the item being viewed (Co-browse, Co-Buy, etc.)
Create a recipe using the Co-Bought ingredient as a baseline, which recommends items bought by other customers with the item(s) currently in the cart.
You can test this against a Co-Browse ingredient, which will recommend items that were also viewed by customers when they viewed the item(s) in the cart.
A best practice is to add a Trending or Collaborative Filtering Ingredient as a backup, which will ensure that you always show the desired number of product recommendations.
Consider A/B testing the recipe with and without the addition of one or more of the following Exclusions:
Exclude items already in the cart.
Include department being viewed and exclude category being viewed to show related items from different categories.
Apply a price exclusion to encourage visitors to meet a minimum threshold for free shipping
Include the gender being viewed.
Develop and item template for the product recommendation.
Ensure you have an item template that will match the look and feel for your placement.
Create a new campaign
Include the appropriate messaging and item template
Add an item block message to the campaign with the appropriate number of item slots, using your chosen item template
Insert your recipe in the Promoted Products section of the message, and specify the minimum and maximum number of items in the item block
Add a target pages rule to show the campaign only to shoppers on the cart page
Under Experience Message Settings, ensure the item template is set for Promoted Content using the recipe you created
Test and launch as you would any other campaign. Remember to consider how the campaign looks on mobile to optimize your conversions across devices
The following articles from the Evergage Knowledge Base will provide process steps to help you execute this play: