A new Jupiter report tells retailers: ‘Let’s not get personal’
Customers are still looking for basic, well executed functionality when it comes to retailers’ web sites, says a new report from Jupiter Research. Jupiter surveyed consumers recently about web site personalization; only 14% said personalized offers or recommendations on shopping web sites lead them to buy more often from online stores. 54% cited faster-loading pages and 52% cited better navigation as greater incentives to shop more.
"Most web site personalization projects fail to deliver real business benefits,” says Matthew Berk, Jupiter’s research director. “Our industry has always assumed that a personalized web site was a better one, both for the visitor and the site operator. Our research has found that this is not the case."
In its new report "Beyond the Personalization Myth: Cost Effective Alternatives to Influence Intent, "Jupiter notes that building a personalized web site can cost four times as much as a dynamic, non-personalized web site. "To drive key business metrics, most sites are better off focusing on the basics, like usability, information architecture and making key tasks easy for users to accomplish," said David Schatsky, senior vice president.
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