In this article you will find some of the common strategies for the product recommendations on your website. These strategies can act as a starting point and can be further customized based on your specific messages, business goals, or types of products. Work with your Account Manager to discuss the uses cases that may work best for your goals.

For each strategy you will find an explanation of why these strategies are often used and how they help support the overall goal of the campaign. These explanations can be used to help determine which strategy is best for different emails. You can learn more about the different components in the Product Recommendations Glossary.


Frequently Bought Together

Frequently Bought Together is a strategy commonly applied to cart and product pages. This strategy suggests products that others who purchased the item on the product page or items in a contact's cart have also purchased. A backup ingredient of Top Sellers or Trending will show popular products. Adding same attributes can show products related the products on a product page.

  • Common Base Ingredients: Frequently Bought Together

    • Activity Included: Items purchased, abandoned, or browsed (adjust as necessary)

  • Common Backup Ingredients: Gateway Products, Trending (Last 30 Days), Top Sellers

    • Activity Included: Items purchased, abandoned, or browsed (adjust as necessary)

    • Additional Ingredients: Same attributes (Category, Subcategory etc.)

💡 Use the addSKU method on the to ensure the items in the contact's cart are used as reference data.


Popular Products

Popular Products is a strategy commonly applied to 404 pages, zero search results pages, sale pages, and the home page. This strategy will display popular products based on the number of units sold within a specific timeframe and can be filtered to the category or subcategories a contact was interacting with on your website. Using Trending and Top Sellers as backup ingredients will show general top sellers if a contact has not interacted on your website.

  • Common Base Ingredients: Trending (Last 7 Days), Top Sellers

    • Activity Included: Items purchased, abandoned, or browsed (adjust as necessary)

    • Additional Ingredients: Specific attributes (Category, Subcategory) weighted at 90%

  • Common Backup Ingredients: Trending (Last 30 Days), Top Sellers

    • Activity Included: Items purchased, abandoned, or browsed (adjust as necessary)


Similar Products

Similar Products is a strategy commonly applied to product details pages, home pages, and zero search results pages. This strategy will show products that have attributes in common with the items a contact interacts with on your website. If there are not products with similar attributes using a backup of trending products will show popular products.

  • Common Base Ingredients: Similar Products, Purchased This Purchased That

    • Activity Included: Items purchased, abandoned, or browsed (adjust as necessary)

  • Common Backup Ingredients: Trending (Last 30 Days), Top Sellers

    • Activity Included: Items purchased, abandoned, or browsed (adjust as necessary)

    • Additional Ingredients: Same attributes (Category, Subcategory etc.) weighted at 90%

💡 Use the addSKU method on the to ensure the items in the contact's cart are used as reference data or the setData method to reference the specific category.


New Products

New Products is a common strategy for home pages, 404 pages, and zero search results pages. This will show new products when they initial land on the site or cannot find products to recommend based on their search. You can filter your results to products in the same categories or subcategories as items they have interacted with on your site.

  • Common Base Ingredients: What's New

    • Activity Included: Items purchased, abandoned, or browsed (adjust as necessary)

    • Additional Ingredients: Specific attributes (Category, Subcategory) weighted at 90%

  • Common Backup Ingredients: Top Sellers, What's New

After you've determined a strategy, apply it to a Merchandise Block.

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