InChapter 4, Making the Sale by Optimizing Product Pages we showed you how to use custom options to offer additional services and options for a product. As an example, we showed an espresso machine where the customer can add their initials to the machine. You can see that custom option immediately below the MORE VIEWS section:
In this example, the custom option was used to add value and expense to a product. You can also use the custom option to offer additional items. Our example here is a little different than the one inChapter 4. We've added extra filter cups as another option. That is, we are using the custom option to offer accessories and spare parts for the main product.
Now let's compare this approach to related products, which is covered in the previous section. Related products are displayed in a separate block and that block always has the same title, RELATED PRODUCTS. Custom options are displayed in the same block as the main product. This shows the shopper that...