Guided Selling: How to Steer Shoppers to the Buy Button

Learn how to leverage sophisticated guided selling tools to maximize conversion

Retailers recognize the power of personalization to drive relevant and productive shopping experiences. In the store, associates excel by combining deep product knowledge with the ability to ask questions that uncover a customer’s needs and the emotions behind them. By being highly attuned to customer responses, they are able to build trust and customer relationships while guiding shoppers to an informed purchase decision.

Retailers can mimic this store experience on their websites by developing sophisticated guided selling features that blend content and personalization. 

What you’ll learn in this guide:

  • How guided selling can increase revenue, conversion, and AOV
  • Effective uses of guided selling techniques
  • Four key steps to success
  • Design considerations
  • How to marry form and function
  • Tips to get the best return from guided selling tools 

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When to Consider Guided Selling

First, identify the product(s) that would benefit from guided selling. Chances are, if you’re considering developing a guided selling tool, you already know the product categories in which you want to invest. Three product categories may especially benefit guided selling: 

Technical Purchases:

These include complex, often high-tech items where customers may need to be educated on a product’s many features and functions—especially at higher price points. 

Beauty Purchases:

Beauty is an obvious choice for a personalized guided selling tool—but it’s also the most challenging. You’re trying to win a customer’s trust (and address their emotional needs) by finding them the best fit—without actually seeing them in person. Yet there have been some outstanding successes in this area.

Seasonal Purchases:

Holiday gift finders effectively guide consumers toward seasonal purchases for major holidays like Christmas, Valentine’s Day, and Mother’s Day. Commonly organized around the recipient’s gender and age, their main value lies in helping shoppers hone in on the perfect present.