Posts tagged with Burton

Six different approaches to online product recommendations

You need only take a look at Amazon’s homepage to understand the importance of product recommendations to ecommerce.

One report suggests that 70% of Amazon.com is devoted to recommendations, so it’s obvious that they play a vital role in exposing customers to new products and increasing sales.

In fact, according to an infographic from Monetate recommendations can increase revenue by up to 300%, improve conversions by 150% and help boost the average order value by 50%.

Obviously these figures will vary wildly depending on initial benchmarks and how extensively recommendations are used across the site, but the evidence is still too compelling to be ignored.

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Are questionnaires an effective tool for online product recommendations?

While browsing ecommerce sites recently I noticed several examples of retailers that use questionnaires as a way of delivering product recommendations.

It’s not an approach you see that often, as sites more commonly recommend products using features such as ‘Customers who bought this product also bought’ or ‘Popular products’.

But that doesn’t mean questionnaires aren’t an effective tool. In theory, asking customers for their preferences adds an element of personalisation to the shopping experience and makes the recommendations feel more relevant.

This could in turn lead to higher conversions as the customer feels more confident about their product choice.

But does it work in practice? To find out, I tried out product questionnaires on three very different retail sites...

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