New study shows: Customers in online shops prefer purchase recommendations on product pages

According to the new study “Success factors in eCommerce – Top Online Shops in Switzerland 2014”, Swiss online hoppers prefer personalised product recommendations to be displayed on product overview pages and product detail pages.
(PresseBox) (Chemnitz, ) Online shop operators usually test where in the online shop personalised content receives the highest acceptance rate. But in what areas of the shop do online shoppers see the display of personalised content as beneficial? In the study entitled “Success factors in eCommerce - Top online shops in Switzerland 2014” done by ECC Köln in cooperation with realtime analytics specialist prudsys and web service provider Namics, 1300 consumers in Switzerland were asked about their online shopping habits.

The study provided greater insight into topics like personalisation. Consumers were asked, for example, where in the online shop they would find personalised product recommendations helpful. When questioning, a distinction was made between respondents searching for a specific product and those just browsing in the shop. The most popular response according to the study of those looking for a specific product was the display of personalised content on the product overview page (67.7%), closely followed by the product detail page (67.4%). More than half of those surveyed (50.4%) find the display of personalised content on the start page helpful. Just under half of those surveyed (49%) indicated a preference for personalisation on the shopping cart overview page.
In addition to the online shop, personalised content is also in demand in the newsletter: over a third of those surveyed (40.5%) find it helpful to receive a newsletter with personalised recommendations following a purchase. Approximately 45 percent of those taking part in the study find personalised content in the newsletter interesting regardless of any purchase in the shop.

In order to generate high acceptance rates using personalised offers and recommendations in the shop and newsletters, the majority of online shops use a so-called recommendation engine. A recommendation engine that responds to the current shopping behaviour of online shoppers in real time creates a positive shopping experience and increases conversion. Over 200 shops around the world use the prudsys Realtime Decisioning Engine (prudsys RDE for short). The prudsys RDE and its modules prudsys RDE | Recommendations and RDE | Newsletter offer many types of recommendation with high acceptance rates for online shops and newsletters.

For more information about the prudsys RDE and the study, including how to order it please visit our site at www.prudsys.de/loesungen and shop.ifhkoeln.de/de/Themen/E-Commerce/Erfolgsfaktoren-im-E-Commerce-Top-Online-Shops-in-der-Schweiz-2014 For the management summary (german) of the study click here.

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