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One of the effective ways to increase a conversion rate is to show the featured products collection throughout store pages. First, this technique helps to increase the order value. And secondly, the new or popular products listings looks like a hint to customers what else they may be interested in.
If you're going to promote the popular or new products, best sellers or any other featured products at your Magento 2 website, the Product Highlight module is what you exactly need.
The module is a set of 8 widgets. You can use them to add featured products block on the home page, product and category pages, other CMS pages. Furthermore, the module allows creating the pages with the list of the products grouped by custom filters.