Using Featured Products to Maximize Ecommerce Sales

Struggling to get the right products in front of the right customers? Featured products can fix that. Done right, they boost visibility, increase conversions, and drive more sales — without making customers dig through your store.

But just throwing a few random items on your homepage won’t cut it.

This guide breaks down how to strategically select, organize, and display featured products so they actually work.

What are featured products in ecommerce?

Featured products are select items that an online store owner highlights on their website to attract special attention and guide potential customers toward a purchase.

These products are placed prominently — on the homepage, in banners, or in dedicated sections — to boost visibility and encourage sales.

Fenty Beauty highlights specific items under the New + Bestsellers tab

The purpose of this strategy is simple: to influence customer behavior and drive purchasing decisions by showcasing items that are most relevant, profitable, or strategically important for the business.

A well-curated selection of featured products can enhance the customer experience, reduce decision fatigue, and ultimately drive sales by steering shoppers toward the hot deals.

Featured products vs popular products: What's the difference?

It’s easy to assume that featured products and popular products are the same thing. After all, both get prime placement on your website.

But here’s the key difference: featured products are hand-picked by online store owners, while popular products earn their spot based on actual sales data.

• Popular products: These are your best-sellers, the popular items that customers already love and buy the most. They naturally rank high in product listings because of demand.
• Featured items: These are products you choose to highlight, no matter how much customer attention they’re currently getting. They could be best-sellers, but they can also be key products that need a push — like new arrivals, high-margin products, or slow movers that deserve a second chance.

In short, all popular products can be featured products, but not all featured products are popular items (yet).

A smart user experience balances both, ensuring that shoppers see a mix of what’s trending and what deserves extra attention. And that’s where ecommerce strategy comes into play — knowing which types of products to showcase and when.

The benefits of displaying featured product collections on your ecommerce store

Imagine walking into a store where everything is shoved onto shelves with no rhyme or reason. No displays, no best-seller section, no guidance — just a sea of products staring back at you.

Overwhelming, right?

Now, imagine that same store, but with carefully curated displays showcasing relevant items — best-selling items, new arrivals, or limited-time deals — making it easy for customers to spot what’s worth their attention.

That’s exactly what a featured products strategy does for your ecommerce store.

Let's look at the other benefits of the featured products option:

• Enhances customer experience: Highlighting relevant items simplifies the shopping journey, making it easier for customers to find what they're looking for. This streamlined navigation can lead to increased customer satisfaction and loyalty.
• Boosts conversion rates: Strategically placing featured products can direct attention to items with higher profit margins or those that align with current promotions. This targeted approach can significantly improve conversion rates, turning browsers into buyers.
• Supports Conversion Rate Optimization (CRO) efforts: By analyzing which featured products resonate with your customer base, you can refine your CRO marketing strategies. This data-driven approach leads to more effective marketing campaigns and higher ROI.
• Improves inventory management: Featuring products that are overstocked or underperforming can help move inventory of products more efficiently. This proactive approach prevents dead stock and ensures a healthier cash flow.
• Encourages additional product discoveries: Featuring related or complementary items encourages customers to explore more of your catalog, increasing the average order value.
• Strengthens brand positioning and differentiation: By displaying individual products that align with your brand’s identity — whether it’s premium quality, sustainability, or affordability — you can shape how customers perceive your store. A carefully curated featured product collection reinforces your unique selling points and helps you stand out in a crowded market.
• Enhances cross-channel marketing impact: Your dedicated product collections don’t just live on your website — they can be repurposed across marketing channels like paid ads, email campaigns, and social media channels. This consistency makes promotions more effective and reinforces your marketing message.

How to create a featured collection of products in 6 steps

We’ve covered why featured products are a powerful tool for boosting sales, guiding customers, and managing inventory.

But here’s the thing — just slapping a few expensive items onto your homepage and calling them “Featured” won’t do much. If it were that easy, every store would be rolling in conversions.

To actually see results, your key items need to be carefully chosen, strategically placed, and regularly optimized. It’s not about pushing what you want to sell — it’s about featuring what makes sense for your customer base at the right time.

Done right, it’s like curating a menu of the most delicious items on offer — enticing, relevant, and impossible to ignore.

So, how do you build a featured collection that actually drives sales? Let's find out how to drive customers toward items like a pro in a couple steps!

1. Define your goals and objectives

Featuring products without a clear objective is like setting up a billboard in the middle of nowhere — sure, it’s there, but is anyone actually paying attention?

A business owner looking to increase user spend and optimize their store needs a more strategic approach.

Every featured product should serve a purpose, whether it’s moving slow stock, boosting visibility for high-margin category items, or introducing customers to a new product category.

Before deciding what to feature, define exactly what you want to achieve. Are you trying to:

• Direct customer journey flow toward specific product categories?
• Spotlight popular products to drive higher conversions?
• Gain insights into customer preferences by testing new product placements?
• Clear out inventory without slashing prices?

Without a clear goal, your featured product strategy becomes guesswork.

Setting SMART goals — Specific, Measurable, Achievable, Relevant, and Time-bound — ensures that every featured item contributes to your bottom line.

Here are a few examples of SMART featured product goals:

• Boosting sales of high margin items:“Increase featured product revenue by 20% in Q2 by showcasing premium category items in homepage banners.”
• Inventory management:“Sell 40% of overstocked holiday inventory within 60 days by featuring discounted bundles in a dedicated product category.”
• Customer engagement:“Improve click-through rates on featured collections by 30% in three months by optimizing selections based on insights into customer preferences.”

2. Choose the right featured items

Now that you’ve set clear goals, it’s time to choose the right products to feature — because not every item deserves the spotlight. The products you highlight should directly align with the objectives you defined in Step 1.

• Want to boost sales? Showcase best-selling products and hot deals.
• Need to move slow inventory? Put those underperforming items front and center.
• Looking to create urgency? Feature seasonal offerings and holiday-themed items while they’re still relevant.

The key is to be strategic and intentional with your choices, rather than just picking a random list of products and hoping for the best.

Rhode features a mix of new arrivals and back-in-stock customer favorites

To make this process simple and effective, use these selection criteria.

Best-selling products — Proven demand drives conversions

Rimowa prominently displays their best-sellers, their iconic items, right on the home page of the website

If a product is already a customer favorite, it makes sense to display it in a featured section. These are the items that consistently sell well, have strong customer feedback, and are most likely to convert new visitors.

Tip: Check your sales data to see which products perform well across different time frames (last 30 days, last 6 months, year-to-date). If a product sells well year-round, it’s a great candidate for a permanent featured spot.

Lemme uses social proof to show what products are the “current faves” of their customers

New arrivals — Keep your store looking fresh

The most prominent featured category on the I AM GIA website is “Just Dropped”

Customers love to browse fresh stock, so highlighting new arrivals helps create excitement and encourages repeat visits. Featuring new items also gives them a visibility boost, ensuring they don’t get buried in your catalog.

Tip: If your goal is to test demand for new products, use customer feedback to refine your selections. Monitor clicks, cart additions, and purchases to see what resonates most.

High-margin products — Prioritize profitability

Not all products contribute equally to your bottom line. Featuring high-margin items ensures that each sale brings in maximum revenue.

These could be premium versions of popular products or exclusive items that naturally have higher profit margins.

Tip: Pair high-margin products with best-sellers or create a bundle of products to increase average order value (AOV). For example, if a best-selling razor has a high-margin shaving cream, featuring both together increases profitability.

Xiaomi puts product bundles in the spotlight on their homepage

Seasonal products and holiday-themed items — Tap into timely demand

Customers shop differently depending on the season, and featuring seasonal items ensures your store stays relevant.

Whether it’s holiday-themed items in December or summer essentials in June, aligning your featured products with customer needs keeps your store engaging and drives timely purchases.

Dreamy Delights by Sidra showcases selected Ramadan delicacies

Tip: Create limited-time collections labeled as "Hot Deals" or "Seasonal Must-Haves" to create urgency and encourage impulse purchases. You can also sweeten the deal with limited-time discounts to further influence customer behavior.

Slow-moving inventory — Give underperforming products a second chance

Charlotte Tilbury promotes its lesser-known items via the “Discover” featured products sections

If a product isn’t selling as expected, featuring it can give it a visibility boost without resorting to heavy discounts.

This is especially useful for items that customers might not actively search for but would buy if presented in the right way.

Tip: Bundle slow-movers with best-selling products to increase the likelihood of purchase. For example, if a certain phone case isn’t selling, pairing it with a trending charger as a "Tech Essentials Bundle" can help move both.

Bundles and upsells — Increase AOV with strategic pairings

Heatonist uses the featured products functionality to promote bundle deals

Customers appreciate convenience, and featuring a bundle of products that naturally go together can encourage higher spending. Think of it as curating a shopping experience — like featuring a “Work-from-Home Kit” that includes a laptop stand and complementary items like an ergonomic chair cushion and noise-canceling headphones.

Tip: Cross-check frequently bought-together items in your analytics to create compelling featured bundles that add real value.

Shoppers are prompted to “complete the look” through the featured products section on the Skims website

Personalized recommendations — Make it relevant for returning customers

Jaded London offers a personalized selection of featured products for each website visitor

A generic list of products won’t resonate with everyone. Featuring personalized “You Might Like” products based on customer feedback, past purchases, or browsing history makes shopping easier and increases conversion potential.

Tip: Use dynamic product recommendations that adjust in real time. Draw inspiration from our list of ecommerce website personalization examples!

And remember, choosing what to feature shouldn’t be based on guesswork.

To make data-driven decisions that drive customers toward products you need to sell, you should:

• Analyze sales data: Look at which products have consistently high conversions, strong customer feedback, or growing demand.
• Leverage customer behavior: Use heatmaps and session tracking to see which display products attract the most attention.
• Monitor inventory levels: Avoid featuring products that are low in stock or frequently sold out — it only frustrates shoppers.
• A/B test different featured items: Rotate products and track performance to see which ones drive the most engagement and increase user spend.

3. Organize and structure the featured collection

Now that you’ve chosen your featured products, it’s time to decide how to logically structure them. A cluttered collection can overwhelm customers, while a well-organized one can guide the shopping journey, drive more conversions, and increase user spend.

A strong featured collection follows a logical flow — products are grouped in a way that makes sense, the most impactful items appear first, and there’s a balance between variety and focus.

Determine the right number of products

Alo features a carousel of 10 similar items, with only 5 visible without scrolling

A featured collection should be curated, not crammed — too many options create decision fatigue, while too few limit engagement.

Here’s a good starting point:

• Homepage collections: 4-6 products to keep it concise and attention-grabbing.
• Category-based collections: 8-12 products to provide enough variety without overwhelming shoppers.
• Seasonal or promotional collections: 6-10 products to maintain focus while covering essential seasonal offerings.

If you have a large inventory, consider rotating featured products instead of displaying everything at once.

Prioritize product order — lead with high-impact items

The order of your featured collection affects how customers engage with it. The first few products should be the most compelling, guiding shoppers toward the best options for conversions, revenue, and urgency.

• Best-sellers (1st-2nd position): These customer favorites establish trust and drive quick conversions. Placing them first reassures shoppers they’re making a popular choice.
• High-margin products (3rd-4th position): If you want to increase user spend, follow best-sellers with high-margin items like premium versions or accessories.
• Seasonal or limited-time offers (5th-6th position): If featuring seasonal products or holiday-themed items, put them in a prime spot to create urgency.
• New arrivals (6th-8th position): Introduce fresh stock after proven sellers. New items spark engagement but work better when placed after trusted best-sellers.
• Slow-moving stock (last positions): Keep underperforming products visible but not dominant. Place them at the bottom to move inventory without distracting from high-value items.

Group products logically to make browsing seamless

A featured products list on Khy includes items from the same collection

A random mix of products confuses customers and makes your featured section feel disorganized. Instead, structure them in a way that aligns with customer behavior.

Here are smart ways to group featured products:

• By product category: If you’re featuring tech products, separate accessories from main devices (e.g., “Laptops” vs. “Laptop Cases”).
• By customer intent: Create sections like “Gifts Under $50,” “Work Essentials,” or “Everyday Must-Haves.”
• By price tiers: If your collection includes a mix of budget and premium items, structure them from low to high or vice versa, depending on your pricing strategy.

Tip: If you have multiple featured collections, consider creating different ones for new vs. returning customers.

Balance variety without losing focus

A strong featured collection should include a mix of product types while staying focused on your goal. If every item serves the same purpose, customers might lose interest.

Aim for a balance of best-selling products and new arrivals, high-value products and entry-level products, single products and bundles.

What to avoid?

• Too many similar items: If every product looks identical, customers might get stuck deciding and leave without buying.
• Unrelated products: A mix of completely different categories (e.g., office supplies next to skincare) feels disconnected.

4. Choose the best placement strategy for your featured collection

Where you display products is just as important as what you feature. If your featured collection isn’t in the right spot, customers might never see it. Strategic placement ensures maximum visibility, encourages impulse buys, and increases conversion rates.

Here’s where your featured products will have the most impact…

Homepage — First impressions matter

Featured products on the homepage of the Drunk Elephant website

Your homepage is prime real estate. Featuring products here — through banners, carousels, or hero sections — ensures they’re the first thing visitors see. Best for best-sellers, new arrivals, and seasonal offerings.

Category pages — Guide customers to the best options

Within specific product categories, highlight top choices so shoppers see what’s worth their attention. This is ideal for best-selling products and high-margin items relevant to that category.

Product pages — Upsell and cross-sell with "You May Also Like"

Each product page on the Medik8 website includes a featured products section to encourage shoppers to “complete their regime”

Adding related or complementary products encourages additional purchases. Think matching accessories, bundle suggestions, or frequently bought-together items.

Tip: Learn how to build cross-selling and upselling widgets in Personizely.

Cart page — Increase AOV with smart add-ons

Right before checkout is a great time to suggest smaller add-ons or upsells that fit what’s in the cart. Perfect for bundles, high-margin accessories, or limited-time deals.

Pop-ups and exit-intent modals – Capture last-minute attention

Before a visitor leaves, grab their attention with a limited-time discount on featured products. Works well for seasonal items and trending offers that create urgency.

Tip: Learn how to create cart abandonment popups with Personizely.

5. Optimize the design and presentation of featured products

You’ve picked the right products and placed them in the best spots — now it’s time to make them impossible to ignore.

A cluttered, uninspiring featured collection won’t move the needle, no matter how great the products are.

Customers make snap decisions, and if your featured products don’t look appealing, feel credible, and create urgency, they won’t convert.

Here’s how to ensure your featured collection stands out and sells:

• Use high-quality images and engaging descriptions: Shoppers can’t touch or try your products, so your visuals need to do the heavy lifting. Use crisp, professional images, show multiple angles, and highlight details that matter. Pair them with concise, benefit-driven descriptions that tell customers why they need the product — fast.

Additional product photos revealed on hover on the Alfred website

• Add persuasive CTAs: A button labeled “Learn More” is vague. Chances are, it won't lead to an increase in conversions. Instead, you should use action-driven CTAs like “Shop Now,” “Limited Stock,” or “Get Yours Before It’s Gone” to create urgency and guide shoppers toward checkout.

Rare Beauty uses the “Add to Bag” CTA

• Incorporate badges and labels: Products that look important get clicked. Add badges like “Best Seller,” “Trending,” “Exclusive,” or “Hot Deal” to make featured items stand out at a glance.

Charlotte Tilbury includes badges and labels in the design of the featured product cards

• Show customer reviews and ratings: Social proof removes hesitation. Featuring star ratings and real customer feedback builds trust and reassures new buyers that they’re making a smart choice.

Dossier includes customer ratings into the design of their featured products

A well-designed featured collection doesn’t just look good — it guides attention, builds trust, and drives conversions.

6. Measure the performance of your featured collections and adjust your strategy based on results

A featured collection isn’t a set-it-and-forget-it strategy. To keep driving sales, you need to track performance, analyze trends, and refine your approach based on real data. If a featured product isn’t converting, it’s time to find out why and make adjustments.

Platforms like Personizely make this process easier by providing real-time analytics on customer interactions with your featured collection widgets:

• Track engagement metrics: Monitor track engagement metrics like click-through rates (CTR) to see if customers are interacting with your featured products. If engagement is low, try changing product order, updating images, or tweaking descriptions.
• Analyze conversion rates: Are visitors clicking but not buying? Compare the conversion rate of featured products to other items in your store. If it’s low, test different pricing, promotions, or product selections.
• Test different placements: Not all placement strategies work the same. Run A/B tests on homepage banners, product pages, or cart add-ons to find the most effective locations for your featured collection.

Finally, gather customer feedback. Reviews, surveys, and direct feedback can reveal why certain products aren’t converting. If customers mention pricing concerns, sizing issues, or missing details, use that insight to improve listings.

Boost your ecommerce sales — add featured products to your ecommerce website with Personizely

Featured products aren’t just another section on your website — they’re a powerful tool for increasing conversions, guiding customers, and maximizing profits. But to get real results, you need more than just a random selection of products — you need strategy.

By following a structured approach, you can:

• Choose the right products that align with your goals
• Organize and prioritize them for maximum impact
• Place them strategically across your store for visibility
• Design them to stand out with high-quality images, CTAs, and social proof
• Measure and refine performance

In Personizely, you can take your featured collections to the next level by displaying them as popups, callouts, or embedding them directly on product or cart pages — where they have the highest impact. This ensures that featured products get in front of the right customers at the right time, leading to more conversions and higher order values.

Don’t let your best products go unnoticed — strategically feature them with Personizely and start driving more ecommerce sales today.

FAQ about featured products