In the competitive world of eCommerce, standing out from the crowd requires a strategic approach to increasing sales and improving the customer experience. One of the most effective tactics for achieving this is implementing a “Frequently Bought Together” (FBT) feature on your website. This simple but powerful tool has been proven to increase average order value (AOV), encourage upsells, and enhance the overall shopping experience. In this article, we’ll explore what the “Frequently Bought Together” feature is, how it works, and how you can use it to drive growth in your eCommerce store.

What is the “Frequently Bought Together” Feature?

The “Frequently Bought Together” feature is a recommendation system used by many online stores to suggest products that are commonly purchased alongside the product a customer is currently viewing. This feature is typically displayed under product descriptions or in the checkout process, offering customers a set of complementary items. The goal is to encourage shoppers to add more items to their cart, ultimately increasing the total sale.

For example, if a customer is browsing a laptop, the “Frequently Bought Together” section may suggest a laptop case, a wireless mouse, and a laptop charger. These are products that customers often purchase together, and their inclusion serves to remind the buyer of other necessary items they might need.

How Does “Frequently Bought Together” Work?

The functionality of the “Frequently Bought Together” feature depends on the algorithms and data that power it. Most eCommerce platforms like WooCommerce, Shopify, and Magento, offer the ability to set up FBT with built-in recommendation engines or plugins that analyze customer data to make intelligent suggestions.

1. Data-Driven Recommendations: The system analyzes customer purchase history and product pairing data to identify patterns. If customers often buy two or more items together, the algorithm suggests those pairings in the “Frequently Bought Together” section.
2. Manual Selection: In some cases, store owners may manually set up product pairings. This allows for more control and precision in showcasing products that complement each other, regardless of whether they have been purchased together in the past.
3. Machine Learning: Some advanced systems use machine learning to optimize product recommendations. Over time, these systems learn which pairings are most effective and adjust recommendations accordingly, ensuring that only the most relevant products are shown.

Benefits of Implementing “Frequently Bought Together” on Your eCommerce Store

1. Increased Average Order Value (AOV): One of the most significant advantages of the “Frequently Bought Together” feature is its ability to boost AOV. By suggesting complementary items that the customer may need, you are encouraging them to spend more. When shoppers see relevant recommendations for products they may have overlooked, they are more likely to add those items to their cart, driving up the total order value.
2. Enhanced Customer Experience: A well-designed FBT section improves the shopping experience by offering personalized suggestions. Instead of customers having to search for related products, they can quickly find items that complement their original choice. This convenience can increase customer satisfaction and reduce cart abandonment rates.
3. Cross-Selling Opportunities: FBT is a powerful tool for cross-selling. By showing related products, you can introduce customers to items they may not have considered but are highly relevant to their needs. For instance, offering a phone case with a smartphone or a memory card with a camera not only boosts sales but also enhances the perceived value of the product.
4. Better Conversion Rates: The FBT feature can help improve conversion rates by giving customers an easy way to add more products to their cart. When shoppers see relevant suggestions, it can trigger an impulse buy or help them realize they need a complementary item they hadn’t thought of. This added convenience can reduce friction in the buying process and increase the likelihood of completing a purchase.
5. Personalized Shopping Experience: With data-driven recommendations, FBT features provide a level of personalization that can make customers feel more valued. Personalized recommendations are more likely to resonate with shoppers because they are tailored to their interests and needs. A personalized shopping experience has been shown to improve customer loyalty and increase repeat purchases.

How to Set Up “Frequently Bought Together” in Your Store

Implementing the “Frequently Bought Together” feature on your eCommerce website depends on the platform you use. Let’s go over how to set it up on popular platforms like WooCommerce, Shopify, and Magento.

WooCommerce

For WooCommerce, you can easily set up the FBT feature using plugins. One popular plugin is WooCommerce Frequently Bought Together. Here’s how you can set it up:

1. Install the Plugin: Download and install the “WooCommerce Frequently Bought Together” plugin from the WordPress plugin repository.
2. Configure Settings: After activation, go to the plugin settings and enable the FBT feature. Customize the appearance and placement of the recommendations on your product pages.
3. Select Products to Pair: You can allow the plugin to automatically suggest related products based on purchase history or manually select complementary products for each item.
4. Track Performance: Use built-in analytics to monitor how well the FBT feature is driving sales and adjust your recommendations accordingly.

Shopify

Shopify offers several apps to implement the FBT feature, such as Frequently Bought Together by Code Black Belt. To set it up:

1. Install the App: Go to the Shopify App Store and install the “Frequently Bought Together” app.
2. Set Up Recommendations: Once installed, the app will automatically generate recommendations based on past customer behavior. You can manually adjust product pairings if needed.
3. Customize Design: Customize the design of the FBT section to match your store’s theme and branding.
4. Analyze Results: The app provides analytics to track the performance of your FBT section, helping you refine your strategy.

Magento

For Magento, you can use extensions like Magento 2 Frequently Bought Together to implement this feature. Here’s a general setup:

1. Install Extension: Download and install the Magento 2 Frequently Bought Together extension.
2. Configure Settings: Customize the display options, such as where the FBT section appears and how the recommendations are presented.
3. Product Pairing: Set up product pairing based on customer behavior or manually select items to pair together.
4. Monitor Analytics: Use the extension’s analytics tools to assess the success of your FBT feature.

Best Practices for “Frequently Bought Together” Implementation

1. Show Relevant Products: Ensure that the products suggested in the FBT section are highly relevant to the customer’s current selection. Irrelevant recommendations can be off-putting and lead to a poor user experience.
2. Positioning is Key: Place the “Frequently Bought Together” section in a prominent spot on the product page. Typically, it is located near the product description or at the checkout page.
3. Use Eye-catching Visuals: Use high-quality product images in the FBT section to grab the customer’s attention. Clear visuals will encourage customers to consider adding the recommended products to their cart.
4. Offer Discounts: Consider offering a discount on the frequently bought items when purchased together. This can incentivize customers to add more items to their cart, increasing both AOV and conversion rates.
5. Track and Optimize: Continuously monitor the performance of your FBT feature. Test different product combinations, display styles, and discounts to find what works best for your store.

Conclusion

The “Frequently Bought Together” feature is an invaluable tool for eCommerce stores looking to increase sales, improve customer experience, and maximize revenue. By offering personalized, data-driven recommendations, you can make shopping easier for your customers while encouraging them to purchase more. Implementing FBT on platforms like WooCommerce, Shopify, or Magento is simple, and the benefits it provides make it a must-have for any serious eCommerce business. By following best practices and continually optimizing your recommendations, you can significantly boost your store’s performance and customer satisfaction.