Looking for a way to boost your sales? Research has found that suggesting product pairings can be a powerful tool to drive clicks and conversions. 

According to a recent study, recommending two different products together – like a rug to match a sofa – can increase ad clicks by more than 20%. 

🧠 How? 

Why does it work? The study's researchers suggest that when someone, like a salesperson, brand rep, or influencer, recommends combining two products to use or buy together, it makes them seem like an expert in the field because we assume they understand how multiple products interact with each other. 

Due to their credibility as experts, consumers are more likely to follow their recommendations and buy.

🛑 Limitations 

The researchers also noted that the result isn't as effective if the two items being recommended are used separately rather than simultaneously. The effect also doesn’t work if people consider themselves to be experts in the category already.

👉 Putting it Into Practice

The study recommends applying this strategy to your ads, in-store marketing through shelf displays, as well as direct mail and personalized communication after the first item is purchased. For instance, Fashion retailer Mango sends follow-up emails after a sale suggesting other items to pair with the purchase. The paper was published in the Journal of Marketing. It's called “Combinatory Recommendations Signal Expertise and Improve Product Attitudes.“