The product check: personalized product advice on your product page
This article delves deeper into how the Product Check works and its results. You can find a live demo here.
Why guided selling on your product page?
The product page (PDP) is undoubtedly one of the most important parts of your website. If you're in e-commerce, you’ll notice that many visitors land directly on the product page, often through organic search and especially via Google Shopping. This isn’t surprising when you consider how Google prioritizes Google Shopping over Google Search. Just take a look at the average cost distribution between Google Shopping and Google Search, as shown below. Over 75% of costs in e-commerce go to Google Shopping. A large portion of advertising spend goes toward traffic landing on specific product pages, while many of these visitors are still in the exploratory phase.
Advertising cost share: Google Shopping vs. Google Search (growmyads.com).
When you're looking for something like a treadmill and aren't exactly sure which one suits you best, there's a good chance your customer journey begins on Google, searching for a generic term like "buy treadmill." In that case, you might see the following results in Google:
It’s actually quite strange what happens here:
- Someone is exploring options for buying a treadmill. They don’t know exactly which treadmill to choose and are at the start of their customer journey.
- They type a generic search term like “buy treadmill” into Google.
- Very specific products are displayed.
The likelihood that the product shown matches such a generic search term is low. Just take a look at your conversion rate (on these terms in Google Ads).
Does the product on the PDP fit my needs?
When visitors land on a product page (via Google Shopping), they begin evaluating: “Is the product I’m viewing a fit for me?”
For example, in the case of buying a treadmill, a visitor might want to know if the treadmill they’re considering:
- Is suitable for rehabilitation.
- Has an adjustable incline for uphill training.
- Can connect to their fitness app.
The product page is where visitors look for confirmation that the product is a good fit for them. If they don’t feel that confirmation, they may experience doubts and uncertainty.
“The main goal of your product page is to assure customers that the product they’re viewing meets their needs. If it doesn’t, you want to offer them a better alternative immediately.”
To address doubts, the following scenarios are common:
Visitors read all the content on the product page hoping to determine if the product meets their needs. This process can be time-consuming, especially if they need to review multiple products because the initial PDPs don’t match. Additionally, there’s a high likelihood that visitors will abandon the page and continue their search on Google when the PDP they landed on (via Google Shopping) isn’t a fit.
Visitors call, email, or contact a chatbot for product advice. These manual interactions are costly, not scalable, and labor-intensive. There’s also a risk that AI chatbots may provide inaccurate recommendations.
Visitors can’t find the right product (or don’t know it exists) and leave your website. With Google Shopping traffic, this results in advertising costs without generating additional revenue.
Orienting customers often need help finding the right product, but they don’t get it on the product page because the focus here is often on “buying” (e.g., USPs, offers, even more USPs, payment methods). When they don’t receive this help, many valuable visitors drop off.
The main goal of your product page is to give your visitors confidence that the product fits their needs. If it doesn’t, you want to immediately recommend the right alternative, instead of letting them wander through your assortment, hoping they don’t click away.
The product check: automated product advice on the PDP
This is where our product check comes in. It provides visitors on the product page with confirmation that the product they’re viewing is the right choice for them. If not, a better alternative is automatically recommended.
It allows you to provide automatic product advice when visitors need it. It helps customers find the right product (quickly), enabling them to make the right choice with more confidence.
Results: +112% more usage and +146% higher revenue
The high demand for help on the product page is evident from the numbers. On average, we see that the Product Check:
- Is used +112% more (indexed) than a guided selling tool on the category page.
- Generates +146% higher revenue (indexed) compared to a guided selling tool on the category page.
It is also noticeable that the average order value is higher with the product check compared to a guided selling tool on the category page.
Imagine you're looking at the 'Washable Blue-mastic easy duvet' for €79.95 because you're searching for a single duvet for the summer that feels comfortable but isn’t too warm. With the product check, you can quickly see whether this duvet is the right choice or if there’s a better alternative. For example, another duvet might be recommended, such as the 'Washable London blue-jeans duvet' for €89.95. Although this duvet is €10 more expensive, it better fits your needs: it's a single duvet, perfect for the summer, with enough weight for comfort without getting too warm on hot nights. The product check allows you to explain why the more expensive option is actually a better match.
How does it work?
The product check is similar to a guided selling tool, but with a smart upgrade. You don’t need to create a separate tool, as you can easily integrate your existing guided selling tool into your product pages.
When customers use the Product Check, they follow the same steps and answer the same questions as with your current assistant. The difference is that the Product Check specifically verifies whether the product they are viewing truly meets their needs. There are two possible outcomes:
- The product does not meet their needs: In this case, the Product Check offers a better alternative that better suits the customer’s preferences. This prevents frustration and helps customers make a quicker decision.
- The product meets their needs: If the product fits the customer’s requirements, the product check confirms this. This strengthens the customer’s confidence in their choice and makes it more likely they will complete the purchase.
How can I start using the product check?
Integrating the product check into your website is simple and can be set up quickly. Follow the steps in our how-to guide to get started right away.
With the simulation feature in the Qonfi preview interface, you can instantly see which products are advised. Start now and gain valuable insights before going live.
