Here are some suggestions
- Auto complete and suggested results in the search results: I assume your site has a search feature and you can use auto complete as well as suggested results to help users find what they are looking for. To quote this uxmag article
When users type in a search field, it’s nice to give them some
suggested autocompleted searches, but it’s even better to show them
some potential search results right then and there. Advanced suggested
search results instantly provide users with images, category names,
product details, and pricing without them having to click through to a
search results page.
- As ethrbunny suggested, consider providing related options or suggestions based upon browsing history. This will help in upselling and crosselling content as long as the content shown is relevant to the user. To quote this smashing magazine article
Upselling and cross-selling is great for business. And, when
implemented appropriately, they can be great for usability, too.
Suggesting supplementary products is great for users who are looking
for add-ons or accessories to the product they are viewing, while
suggesting similar products is great for users who are searching for
alternatives or substitutes.
If the user arrives on a product page that turns out not to match
their criteria, they will either give up and abandon or look for
alternatives or substitutes. Luckily, most users are patient in the
beginning and opt for the latter, but they will quickly grow tired if
the only way to browse alternatives is to go back to the overview list
This is where suggesting similar products helps. By listing
alternatives and substitutes directly on the product page, the user
can go directly from one product to the next. This much richer display
of information about the product keeps the user engaged on the page
and close to the “Add to Cart” button and checkout process. Good
suggestions of similar products also help the user find alternatives
or substitutes across the website’s entire product catalog, not only
easing the browsing experience but also enhancing product findability
(and enabling cross-sectional navigation via breadcrumbs).
- Allow the user to see his previously searched items : Users often shift between items while trying to find a match with regards to what they searched for and often my find something they like but they also want to check out further to see what is available.. Also they might want to compare two similar products to see how they match up. To quote the smashing magazine article
During testing, subjects often wanted to return to a previously
visited item — sometimes to check whether certain features of the
previous item were compatible with the new one, other times to compare
two products before deciding on one to purchase
- Provide options to users to find related accessories which went along with the product they are interested in. : This can be a significant upsell since a persons buying decision can be driven by the accessories available and the relative pricing and compatibility. Quoting a user study mentioned in this smashing magazine article
Finding a spare adapter for your laptop or buying a camera and
matching case might sound like trivial tasks, but during testing, it
turned out to be extremely difficult for subjects, who had a
completion rate of only 35%. This means that 65% had to give up or,
worse, ended up purchasing a product that they believed was compatible
but was, in fact, not.
The subject above opened the camera page in a new tab, but even with
the camera’s dimensions close at hand, finding a matching case proved
to be tiresome, as he still had to open the page for the camera case,
go to the specifications, locate the dimensions, compare it to the
camera’s, and repeat this for every single case. After a few attempts
he gave up, like 65% of the subjects.