Personalization has become one of the “must-haves” for online shops in recent years. According to research by Epsilon and GBH, 80% of US online shoppers are more likely to make a purchase if retailers offer personalization. This could be in the form of a product recommendation, shown as “you might also like,” or special email offers with curated content.
A big advantage of personalization is that it helps shoppers navigate overwhelming e-commerce offerings and get to the purchase decision faster. Who wouldn’t prefer to go to an online shop and immediately find exactly what they need, instead of spending hours on browsing or doing research? But it is not just about making quicker decisions. It can be critical for a business to help shoppers overcome “analysis paralysis”, a phenomenon where too many options leave one unable to make any decision. Accenture found a worrying example of this in their research