10 Tips to Optimize the Placement of your Product Finder

Results = Reach * Impact

Once your flow is live, you of course want to see results, which you can track in your performance tab. Those results depend on two things: reach and impact. 

You might have a flow that delivers perfect guidance and strong recommendations (high impact), but if it’s hidden on a page nobody visits, its reach stays low, and so do your overall results. That’s why we continuously focus on both sides of the equation. In this article we'll discuss how to optimize the reach.

10 tips to increasing the reach of your flow

There are several proven ways to increase the reach and to ensure it meets customer needs at the right moment.

 

1. Product Lister Page: above the fold 

Make visitors aware when they viewing the product lister page (PLP). Add a such as “Start the product finder" above the fold so visitors know that you can guide them step-by-step through their purchasing process and provide them with personalized advice.

Take Plein and Fietsunie as an example. They use a bright orange CTA button that says "Start product finder". This grabs attention and encourages customers to use the flow when they need help to quickly find the right product without hassle.

2. Product Lister Page: below the fold 

When landing on a PLP, many visitors scroll down quickly (check your Hotjar or Microsoft Clarity data), often missing the CTA above the fold. As users browse through your assortment, this is typically the moment they start orienting themselves.

Make sure your CTA also appears below the fold. For instance, your can work with an exist trigger and showing a pop-up (set up via GTM) or by displaying the CTA more frequently throughout the page.

See the examples below.

3. Product detail page (PDP)

In E-commerce, a lot of visitors directly land on your product page. For example via Google Shopping. A large portion of ad spend goes to traffic that lands on specific product pages, while many of these visitors are still in the process of determining which product best fits their needs. They are orientation and many of them use generic searches in Google like 'buy dog food', 'boiler', 'tree'. 

Orienting customers need help finding the right product, but they don't get that on the product page because the focus here is on “buying". As a result, many valuable (paid) visitors drop out.

We solve this with the product check. It allows potential customers to confirm directly on the product page whether the product they’re viewing is the best match for their needs. If it’s not, a better alternative is automatically recommended.

By integrating the product check, you enhance decision-making, reduce drop-offs and customer contact, and increase the chances of conversion. 

We're seeing an incredible effect of the product check on the amount of Qonfi users and on the performance. Qonfi is used +112% more often and average revenue is +146% higher compared to Qonfi users on the category page (see graph below). 

You can of course also first implement your current flow on the product page.

4. In the navigation bar

By placing your flow in the navigation bar, you enhance usability and visibility. Customers feel  supported in their purchasing process. This is especially useful if you have multiple flows, when you are offering a specific category and operating in a niche or when your flow covers a large part of your assortment. 

5. On the homepage

It’s the perfect spot to grab attention and guide customers in the right direction! This is especially useful if you have multiple flows, when you are offering a specific category and operating in a niche or when your flow covers a large part of your assortment.  

Gadero and Veiligheids-sloten.nl are an example of this approach. They prominently feature their flow on the homepage, making it clear to visitors where to start and/or highlight a specific product category which they currently have their focus on. By displaying it so visibly, you invite customers to quickly and easily find the right cylinders or keys. 

6. On a content (blog) page

Customers visiting a content page are often looking for information and wanting to learn more. This is the perfect time to support them with your guided selling tool.

For example, in a blog post about choosing the right garden furniture, integrating your guided selling tool makes it easy for readers to find the right products while they engage with the topic.

By placing your guided selling tool on a content page, you provide valuable information and assist customers in their purchasing process. This increases engagement and can lead to more conversions.

7. On a separate page

Why is it useful to place your guided selling tool on a separate page? This gives customers the space to focus entirely on their choice without distractions from other elements on the website. 

Toelevering Online and Wooof use this approach, for example. When you click on the product selector button, a new, separate page opens where customers are guided step by step through the selection process. This makes it very clear and user-friendly. 

By placing your guided selling tool on a separate page, you allow customers to fully focus on their decision. This increases the likelihood that they will actually use the tool and ultimately make a purchase.

Imagine a visitor is about to leave your site because they can’t find what they’re looking for or find it difficult to choose. After spending half a minute browsing without clicking on anything, a pop-up with a product selector can kindly encourage them to stay a bit longer and explore their options.

By using your product selector as a trigger, you provide extra support in finding the right product. This increases the likelihood that they will reconsider their decision and proceed with a purchase.

8. In your newsletter

Including a link to your guided selling tool in your newsletter encourages your subscribers to actively explore their choices. For example, if you send out a newsletter about new products while also featuring the guided selling tool, customers can quickly and easily find the right products.

Integrating your guided selling tool in your newsletter not only boosts engagement but can also lead to more conversions. Customers feel supported and informed, which increases their trust in your brand.

9. In your customer service chatbot

Why is it useful to integrate your guided selling tool into your customer service chatbot? It provides customers with immediate support when they have questions or need help.

For example, Veiligheids-sloten.nl uses this approach. Their chatbot can easily direct visitors to the guided selling tool when they ask specific questions about locks, and it also offers the option to start using the tool right away. This makes it easier for customers to find the right information quickly without having to wait for a representative.

By placing your guided selling tool in the chatbot, you provide a convenient and efficient solution for customers seeking guidance. This boosts customer satisfaction and encourages the use of your tool.

10. In digital ads through remarketing

With remarketing ads, you can reach previous visitors who are unsure or haven’t made a decision yet. By highlighting your guided selling tool in these ads, you offer them a direct solution to their uncertainty.

Imagine an ad that says, “Find the perfect solution with our guided selling tool!” This can encourage potential customers to return to your site and use the help they need.

By integrating your guided selling tool into your remarketing ads, you increase the chances that hesitant visitors will convert and ultimately choose your products.

What about optimizing the impact?

We’d love to offer you a free audit and share practical tips and feedback to help you further improve the impact of your flow.

Just let us know if you’re interested.