Product Personalization Benefits Most From Timing, Survey Says

By February 05, 2010

The development of personalization and product recommendation has become an integral part of online commerce. The annual ChoiceStream Personalization Survey released key findings this and last month regarding the developing role of mobile recommendations, recommendation quality, and more. The adoption of smartphones has made mobile site optimization a must, as the small screen space makes for a very different browsing experience. 65 percent of respondents would be more likely to make a purchase if trusted retailers made it easier to find products.

Shoppers notice products that are labeled with headings such as "'More like this...,' 'You might also like,' and 'Recommended for You.'" 75 percent have taken notice of these labels, but bigger spenders notice them nearly twenty percent more often than people who spend less online. Not mentioned in this survey was if this was adjusted for proportionally more time spent shopping.

Beyond the label, the timing of these product placements has much impact on how useful the recommendations are to the consumer. The earlier in the shopping process, the more influential the placement can be. If it is on a particular item's detail page, 85 percent of shoppers found it useful. This declines steadily through category/brand page, Home Page, E-mails, Ads and Shopping Carts finally to the Order Confirmation at 63 percent.

This category progression holds fairly true when compared to the location of recommendations that actually prompted purchase. These shoppers indicated that 58 percent of such purchases took place at the product detail and forty percent at the category or brand page. Performing slightly better was the Order Confirmation at 23 percent, while trailing last at sixteen percent was the Transaction Email.

This survey was conducted by MarketTools, Inc and released by Cambridge, MA-based ChoiceStream. Only Part One was covered in this article.

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