Introducing
What Are Variant Recommendations and Why Do They Matter?
Variant recommendations are when customers are recommended specific product options. Learn about how these can help customers make product decisions.
What are variant recommendations?
Variant recommendations are personalized option recommendations within a particular product. For example a particular color or size of a shoe. Variant recommendations in Hypersonal are generated via a large language model based on the context the page was visited in. This context can be the search query, ad campaign, or referring content. Variant recommendations are not always necessary or fitting to the context. In Hypersonal they will not be displayed if a recommendation can't be made. However when they are shown they can be a powerful tool to help users make a decision and related to users based on their context.
A user coming from a google search for "dog bed for a corgi" clicking through an ad will likely only be interested in certain sizes of dog beds, for example in the 20"-27" range. Because corgis shed a lot and have a white undercoat, a white color dog bed may be recommended as well.
Another common use case where variant recommendations can have a positive impact is when coming from an advertisement. For example being shown a particular design of shirt on a particular size model. It can be helpful to show immediately additional content related to the product variant that was advertised and resonated with the user.
Why use variant recommendations?
While these recommendations may seem inconsequential, we've seen that users really appreciate when specific product advice is given that fits their scenario. It provides additional trust and confidence that the product is right for their use.
We tested this by showing users our advice for our dog bed specifically for users searching for Dachshund Dog Beds. 60% of users gave it a 5/5 for usefuleness, and only 6% found it not useful. Here's what one user had to say: "[It's a] relief to be able to land on this page that is presented I find this page very useful, and it is something that would is fitting my description That I searched for in Google. I find that the recommended option especially highlighted is helpful"
Other users went on to say that they found the relevancy to their query helpful. As with all personalization it's important that users feel their privacy is being taken in to account. Because of the direct relevancy to the query and active custoemr journey, Hypersonal personalization is able to be both Hyper personal while avoiding the creepy feeling that comes up when customers feel the page knows more than it should.
How can I use variant recommenddations?
Hypersonal makes it easy to add variant recommendations to your product pages, through our theme block for Shopify. We also provide an API for custom integrations. You can sign up for the waitlist below to get started. We'll reach out to see if Hypersonal is a good fit for your store.
