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Consumer Research


Online personalisation increases ROI

Online personalisation increases ROI

Companies that actively personalise the online experience with established business processes demonstrate an improvement in online conversion rates, average order value, and revenue per visit.

In a recent survey conducted by Aberdeen, a Harte-Hanks Company, 88% of ‘Best-in-Class’ companies agree that they will recognise a return on their investment in personalisation technologies, and 76% agree that the economic gains from personalisation will outweigh the costs of implementation.

Increasing overall sales, both online and offline, was identified as a top pressure by 60% of leading companies and the primary reason for personalising the online experience.

Best-in-Class companies indicated that they deploy personalisation tactics across multiple areas of their web site functionality, such as email (76%), cross-sell/up-sell (50%), newsletters (40%), homepages (31%) and site search results (29%).

These efforts contributed to the 91% of Best-in-Class companies who demonstrated improvement in online conversion rates.

Research analyst at Aberdeen, John Lovett, said, “Online personalisation is not a technique to deploy with expectations of immediate big bang impact and results.  The benefits of personalisation surface with careful planning and by gradually introducing personalisation techniques in a calculated manner.

“Sites that reveal the depths of their knowledge about a customer’s behaviour will invoke privacy concerns and potentially undermine the benefits of revenue and loyalty they seek to gain.”

He added, “Effective personalisation requires subtle use of implicit information and opportunities for site visitors to offer explicit information to guide their online experience.”


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