Recommendation widgets are a powerful way to lift average order value and conversion. They help shoppers find the right products faster, and they help the business grow sales without extra ad spend.
The golden rule: recommendations should solve the user’s problem, not just fill space on the page.
General principles
- Number of widgets: 1–3 per page, so you don’t overload the interface.
- Design: a slider with 6–20 products, navigation arrows, clear headings.
- Content: name, image, price (with the discount, if there is one), extra markers (rating, new, on sale).
Placement on different page types
Homepage
Job to be done: engage new and returning visitors, show relevant products.
1. “You may like” widget
- Algorithm: User Affinity, or Viewed with Recently Viewed, or Purchased with Recently Purchased.
- What it gives the business: raises engagement, helps new visitors discover products.
- Where to place it on the homepage: after the main banner or the bestsellers block, at the bottom of the first screen.
2. “Recently viewed” widget
- Algorithm: Recently Viewed.
- What it gives the business: brings users back to unfinished sessions.
- Where to place it on the homepage: closer to the middle of the page.
3. “New arrivals” widget (personalized)
- Algorithm: User Affinity, or Viewed with Recently Viewed, plus a new-products filter.
- What it gives the business: introduces the new assortment, encourages repeat purchases.
- Where to place it on the homepage: on the second screen, in its middle third.
Category listing and search results
Job to be done: help with the choice, reduce the bounce rate.
1. “You may like” widget
- Algorithm: User Affinity, or Viewed with Recently Viewed, or Purchased with Recently Purchased.
- What it gives the business: increases browsing depth.
- Where to place it: below the third row of products, or below the pagination.
2. “Recently viewed” widget
- Algorithm: Recently Viewed.
- What it gives the business: reminds the shopper what they were interested in.
- Where to place it: below the “You may like” widget.
Product page
Job to be done: offer complementary products or alternatives.
1. “Similar products” widget
- Algorithm: Similarity or Viewed Together.
- What it gives the business: lowers the risk of losing the shopper to a competitor.
- Where to place it on the product page: before or after the product description.
2. “Frequently bought together” widget
- Algorithm: Purchased Together (excluding the current category).
- What it gives the business: raises average order value.
- Where to place it on the product page: below the “Similar products” widget.
3. “Recently viewed” widget
- Algorithm: Recently Viewed.
- What it gives the business: reminds the shopper what they were interested in.
- Where to place it on the product page: below the “Frequently bought together” widget, or just above the footer.
Cart
Job to be done: encourage the shopper to add complementary products.
1. “Frequently bought together” widget
- Algorithm: Purchased Together (excluding items already in the cart).
- What it gives the business: higher average order value.
- Where to place it in the cart: above the checkout button, or below the cart contents.
Wishlist, empty wishlist, empty cart and account pages
Job to be done: revive the shopper’s interest.
1. “Picked for you” widget
- Algorithm: User Affinity.
- What it gives the business: higher average order value.
- Where to place it: in the centre of the screen.
2. “Recently viewed” widget
- Algorithm: Recently Viewed.
- What it gives the business: reminds the shopper what they were interested in.
- Where to place it: below the “Frequently bought together” widget, or just above the footer.
Conclusion
Recommendation widgets work when they:
- Show relevant content, based on behaviour.
- Have clear headings and a clear design.
- Sit at the key decision points.
Use personalization, test your recommendation algorithms — and the widgets become your invisible salesperson.
