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REPORT: 84% OF ONLINE SHOPPERS SAY PERSONALIZATION INFLUENCES THEIR PURCHASES

VB Staff
August 15, 2022 4:40 AM
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Image Credit: Shutterstock

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A new study from Elastic, the company behind the Elasticsearch big data
analytics and search engine, reveals insights into the ecommerce shopping
experience. Called “Product Over Price: The Critical Role Personalization Plays
in Converting Online Searches into Sales,” the study illustrates how online
retailers can turn searches into sales by providing shoppers with personalized
product recommendations quickly and at scale.

In addition to the 84% who prefer personalization, 88% of online shoppers said
they were more likely to continue shopping on a retailer website that offers a
personalized experience, including 96% of Gen Z and 97% of millennials.

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True Stories from the Lumen Edge: How High-Performance Networking is
Accelerating Innovation across Hardware, Software, and Service Sectors
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True Stories from the Lumen Edge: How High-Performance Networking is
Accelerating Innovation across Hardware, Software, and Service Sectors

Image credit: Elastic.

The study also found that 95% of shoppers are likely to take cost-cutting
measures in response to rising prices and that 53% are still prioritizing
finding the right product over the lowest price even given uncertain economic
times.


FINDING PRODUCTS ONLINE CAN BE FRUSTRATING

Online shoppers recognize that buying directly from a retailer offers powerful
benefits
that outweigh other options: 92% would start searching on a retailer’s website,
especially
for better prices (48%). But when they do, nearly 2 in 3 (65%) say it is not
very easy to find
their desired product.


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Overall, 78% encounter roadblocks when searching a retailer’s website, including
27% who struggle with comparing different products. Another 24% are frustrated
by having to know specific product names to find preferred products. Most
importantly, 30% are frustrated by irrelevant search results, while nearly as
many report needing to scroll through multiple pages of results before finding
their desired product (28%).

These roadblocks have customers spending a lot of time refining their search.
More than 2 in 3 online shoppers (70%) say it typically takes multiple tries to
find what they want. When shoppers get slowed down, their frustrations add up
and retailers lose business. Three-quarters of online shoppers (75%) would leave
a website that did not display their desired product.

Other findings from the study include:

 * 68% bought an item on a retailer website they didn’t initially intend to
   based on recommendations.
 * 50% of shoppers said an easy-to-navigate website was the most influential
   factor in their purchase decision, followed by 42% who said targeted
   promotions and sales notifications was theirs.
 * More than 2 in 5 shoppers (41%) are willing to share personal information to
   gain a more personalized experience.

The study was commissioned by Elastic and conducted by Wakefield Research among
1,000 nationally representative U.S. adults ages 18+, between June 22 and June
28, 2022, using an email invitation and an online survey.

Read the full study from Elastic.

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