Not every customer knows exactly what they are looking for - often they are guided by whatever simply "catches their eye." Visual similarity answers that need by surfacing products visually close to the one the customer is currently viewing. It is a simple way to hold the attention of an undecided user and guide them further toward a purchase.
Table of contents
01 What is visual similarity?
Presenting similar products is a feature that displays similar products in context - that is, taking user behavior into account - based on a product's image. It is especially useful for people who have not decided on a specific product, and it draws them into the shopping process by showing products with a similar style or color.
02 What benefits does visual similarity deliver?
- Higher engagement: presenting similar products based on an image is an innovative, interactive feature that can capture users' attention and increase their engagement on the site.
- Better user experience: showing similar products based on an image helps users find the products they are interested in faster and more easily, which can improve their on-site experience and contribute to higher conversion.
- Higher revenue: presenting similar products based on an image can attract new users and increase the number of purchases, which can contribute to growth in the online store's revenue.
Important: this is a feature that improves sales effectiveness with unrecognized users, and it can be used across many places and channels along the customer journey, as well as in communication with the customer - for example, in a browse abandonment email.
03 Summary
Visual similarity is a feature that works especially well wherever the look of a product matters - in fashion, interiors or decor. By surfacing visually similar suggestions, it engages even logged-out, undecided users and shortens their path to purchase. It is worth using not only on the product page, but also at other points along the journey and in communication, such as a browse abandonment email.