Unlocking Product Discoverability: 4 Tactics for a Profitable BFCM

Black Friday and Cyber Monday (BFCM) have become synonymous with record-breaking sales, with consumers spending billions of dollars annually in a frenzy of online and in-store shopping. However, amid this retail bonanza, brands face a significant challenge: product discoverability.

We will explore essential strategies to enhance product visibility and drive sales during this critical shopping period. Key among these tactics is product tagging, which automates the categorization and enrichment of product information, making it easier for customers to find relevant items. Coupled with strategic product placement on eCommerce platforms, these techniques can create an engaging shopping experience that maximizes conversion rates. Let's explore how you can transform your website into a seamless shopping experience that keeps customers coming back for more.

Understanding Product Discoverability

What is Product Discoverability?

Product discoverability refers to the ease with which customers can find and explore products on a website. In the context of in-site discovery, it involves optimizing various elements of an online store to ensure that visitors can effortlessly locate the products they are interested in, even if they are not searching for them explicitly. This includes enhancing the website's search functionality, organizing categories and filters effectively, and utilizing intuitive navigation paths. Additionally, employing tactics such as personalized recommendations, highlighted promotions, and strategic product placements can further improve discoverability. By focusing on these aspects, businesses can create a user-friendly shopping experience that not only helps customers find what they need but also encourages them to discover additional products they might not have initially considered, ultimately boosting engagement and sales.

The Importance of Product Discoverability

For Businesses

• Increased Revenue: When products are easily discoverable, businesses can reach a wider audience, leading to increased sales and revenue. Discoverable products are more likely to convert views into purchases.

For Customers

• Ease of Finding Products: Good discoverability means customers can easily find the products they are looking for, reducing frustration and improving the shopping experience.
• Informed Decision-Making: When products are easy to discover, customers have better access to information, reviews, and comparisons, enabling them to make more informed purchasing decisions.
• Time-Saving: Enhanced discoverability saves customers time by providing quick access to the products they need without extensive searching, leading to a more efficient shopping experience.
• Personalized Shopping Experience: Improved discoverability often goes hand-in-hand with personalized recommendations, which can enhance customer satisfaction by aligning product suggestions with individual preferences and needs.

Understanding Product Tagging

What is Product Tagging?

Product tagging is a crucial feature in products discoverability and personalization. It involves the automatic generation of tags associated with products, which helps categorize and enrich product data. This process is often powered by artificial intelligence (AI) to ensure that the tags are relevant and intent-rich, based on user behavior and preferences. By using relevant and specific tags, businesses can enhance product discoverability, enabling customers to locate items based on attributes such as type, color, size, style, or intended use.

Effective product tagging involves using large language models to understand customer needs and search behaviors to create tags that align with how shoppers are likely to search for products. For example, a clothing retailer might use tags like "summer dress," "casual," "linen," or "floral print" to help customers quickly find items that match their preferences.

The Relationship between Product Tagging and Product Discovery

• Enhanced Search Functionality: Product tagging improves the search experience by allowing customers to find products using specific keywords and phrases. When items are accurately tagged, search results become more relevant, helping customers quickly locate what they are looking for.
• Improved Navigation: Tags can be used to create intuitive navigation paths and filters, enabling customers to browse products by categories, attributes, or themes. This structured approach simplifies the process of exploring a wide range of products, making it easier for users to discover items that meet their needs.
• Personalized Recommendations: Tags contribute to the development of personalized product recommendations. By analyzing tagged data, algorithms can suggest products that align with a customer's past behavior and preferences, encouraging further exploration and discovery.
• Cross-Promotion of Products: Tagging allows for the strategic placement of related products across different sections of a website. For example, a product tagged with "beachwear" might appear in multiple relevant sections, increasing its visibility and chances of being discovered by shoppers browsing different categories.

Strategic Placing Your Product Discoverability During BFCM

Strategies for Product Discoverability

Smart search/browse

A smart search feature can include auto-suggestions, spell-check, and semantic recognition, which help guide customers to the right products even if they are unsure of the exact terminology. For example, a search for "wireless earbuds" could also bring up results for "Bluetooth earphones" or "cordless headphones," ensuring that relevant products are easily found. Additionally, a prominently placed and intuitive search bar allows customers to quickly locate specific items, reducing frustration and improving the overall shopping experience.

Besides, visual search can allow shoppers to upload inspirational images as queries, and use advanced image analysis techniques, computer vision algorithms, and product attribute tag mapping to generate relevant search results. Optimize search bars and image compatibility for enhanced search experience.

Highlight BFCM-Specific Categories

• Curating BFCM Product Lists:

The primary benefit of curating BFCM-specific product lists is that it significantly enhances the ease of discovery for shoppers. Instead of having to sift through an entire catalog, customers can quickly find the best deals and popular items, saving them time and effort. This convenience can lead to increased sales, as shoppers are more likely to make a purchase when they can easily find attractive offers. Furthermore, by highlighting the most appealing deals and trending products, retailers can drive more traffic to these items, potentially boosting conversion rates.

Optimize Website Navigation

An intuitive and well-organized personalized category page can make a significant difference in helping shoppers easily find what they are looking for. By categorizing products logically and using clear, descriptive labels for each section, retailers can ensure that customers can navigate the site without confusion. For instance, having distinct categories for different types of deals, such as electronics, fashion, home goods, and more, can streamline the shopping experience and reduce the time customers spend searching for specific items.

In addition to a well-structured menu, using banners to highlight BFCM sales and promotions can capture shoppers' attention and direct them to the best deals. Strategically placed banners on the homepage or key category pages can announce special offers, limited-time discounts, and popular products, making it easier for customers to spot these opportunities. These visual cues not only enhance the shopping experience but also drive traffic to specific products or categories, potentially increasing sales and conversion rates.

Consider incorporating visual navigation elements to facilitate quicker identification of product categories. Icons, images, and color-coded sections can help guide shoppers through the website more efficiently, allowing them to quickly identify the categories they are interested in. For example, using a shopping cart icon to signify deals or a lightning bolt for flash sales can make navigation more intuitive. Visual elements can break up text-heavy menus and create a more engaging and user-friendly interface.

Product Discoverability in Specific Pages

Homepage

Homepage product discovery is essential for enhancing the user experience in e-commerce, allowing customers to efficiently find and explore products. Key characteristics of effective product discovery include intuitive navigation that organizes products clearly, enabling users to locate categories and specific items easily in BFCM season. One effective strategy is to use prominent, eye-catching banners to highlight BFCM promotions and limited-time offers. These banners can immediately grab shoppers' attention and direct them to the best deals available, creating a sense of urgency and excitement. Additionally, featuring curated collections such as "BFCM Bestsellers," "Limited-Time Offers," or "New Arrivals" can guide shoppers toward popular and discounted items, making it easier for them to find what they are looking for.

Cart Page

The cart page offers a prime opportunity to enhance product discoverability and increase average order value through strategic product suggestions. Displaying related products or accessories on the cart page can encourage customers to consider additional purchases while they are already engaged in the buying process. For instance, if a customer has added a smartphone to their cart, showing related items like phone cases, screen protectors, or wireless chargers can entice them to add these complementary products. Additionally, highlighting premium versions of items in the cart or suggesting complementary products through a "People also like" section can further boost sales. For example, if a customer has added a camera to their cart, recommending lenses, carrying cases, or memory cards can provide valuable upsell opportunities.

Checkout Page

The checkout page is a crucial touchpoint for enhancing product discoverability and maximizing sales. Including a section for last-minute product suggestions, or add-ons, can mimic the impulse buys often seen in physical stores. These suggestions should complement the items already in the cart, providing customers with quick and easy options to enhance their purchase. For instance, if a customer is buying a laptop, suggesting accessories such as a laptop sleeve, a mouse, or an external hard drive can encourage additional purchases and increase the average order value.

Product Listing Pages (PLPs)

Product Listing Pages (PLPs) are essential for helping customers navigate through a wide range of products. Providing robust filtering and sorting options allows customers to narrow down their choices based on preferences such as price, category, or popularity. Personalized filtering options can prevent customers from feeling overwhelmed by too many choices and enhance their shopping experience by making it easier to find what they are looking for. Additionally, highlighting BFCM-specific categories on PLPs can draw attention to special offers, trending items, and new products.

Product Detail Pages (PDPs)

Product Detail Pages (PDPs) can significantly influence a customer's decision to make a purchase. Including recommendation carousels for related products or frequently bought-together items can encourage additional purchases by showcasing complementary products. For instance, if a customer is viewing a digital camera, a carousel featuring related items such as camera lenses, memory cards, tripods, or carrying cases can provide valuable suggestions that improve the overall shopping experience.

Order Confirmation Page

The Order Confirmation page is a valuable opportunity to suggest additional products based on the customer's recent purchase. By presenting recommendations for items that are frequently bought together or offering seasonal suggestions, retailers can keep customers engaged and encourage further shopping.

Thank You Page

The Thank You page, displayed after a purchase is complete, is another excellent touchpoint for enhancing product discoverability and encouraging repeat business. Including a call-to-action button like "Continue Shopping" or "Shop Now" can direct customers back to the product catalog, prompting them to explore more items. Additionally, displaying a selection of related or popular products can entice customers to consider additional purchases. This can be effectively done through a grid or carousel format showcasing items that complement their recent purchase. For instance, if a customer has bought a fitness tracker, the Thank You page could feature related products such as workout gear, nutrition supplements, or smart scales.

Order Tracking Page

The tracking page, where customers monitor their order status, offers a valuable opportunity to enhance product discoverability and drive additional sales. An effective order tracking page enhances product discovery by showcasing "new arrival" items alongside real-time order updates. For example, as a customer tracks their recent purchase of a winter jacket, they might see a section highlighting new arrivals in winter apparel, such as scarves and gloves, personalized based on their previous shopping behavior. This integration not only keeps customers informed about their order status but also encourages them to explore and potentially purchase complementary products while they wait.

Tools for Product Discoverability

Personalization SaaS (Software as a Service) tools play a pivotal role in enhancing product discoverability by leveraging user data and behavior to tailor experiences that resonate with individual preferences. These tools not only improve the visibility of products but also ensure that the right offerings are presented to the right users at the right time, ultimately driving engagement and conversion rates. Here are some of the Personalization SaaS Tools.

Personalization SaaS

AfterShip

• AfterShip Personalization is an AI-powered product discovery platform that hyper-personalizes the shopping experience with enhanced visual discovery, elevates customer engagement, and boosts sales conversion. It provides the functions of smarter search & browse, product recommendations, product tagging, and strategic merchandising.

DynamicYield

• DynamicYield is a platform that personalizes recommendations and optimizes experiences across channels, enhancing the customer experience. DynamicYield uses advanced algorithms and data to create personalized interactions for each user.

Bloomreach

• Bloomreach is a platform that uses AI to deliver personalized marketing, discovery, content, and shopping experiences. Bloomreach lets businesses interact with customers in a relevant and personalized way.

Rebuy

• Rebuy is a platform for Shopify stores that helps customers engage with and keep coming back to your store. Rebuy uses data to make product recommendations based on each customer's preferences and behavior, improving the shopping experience.

Nosto

• Nosto is a platform that personalizes eCommerce in real-time. It has a user-friendly interface that works with many eCommerce platforms. Nosto uses advanced algorithms and real-time data analysis to create personalized shopping experiences.