Modification of Content

[robiulhasan]

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Many customers are not aware, but the main part of the pages may look different to different shoppers. This includes:

– The visuals: the promotions, visuals and categories shown on the main page or on the category page. For example, according to the weather at the customer’s location as shown below:

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– The order of items: when sorting a product category by “most relevant”, “our favorites” or “best match”, the order of items shown may differ for each user according to different customer identifications and real-time engagement.

– Product recommendations: these can be of complementary or substitute items and they are located on many pages in the site. They should be personalized as proven by the Barilliance 2014 study, in which the personalized “top seller” recommendations were twice as effective as the non-personalized “top seller” recommendations. Moreover, the conversion rates of those who click on the product recommendations are 5.5 times higher than the non-clicking ones, proving personalization of recommendation is extremely effective.