By Sue Aldrich
If you sell products and/or deliver content online or via mobile phone, there’s usually a big benefit to being able to provide personalized recommendations tailored to each site visitor. Automated personalized recommendations can double or quadruple the click-through rate on your site, increase the number of products each customer buys, and increase the frequency with which they return to buy again. For the content owner—whether a merchant selling products, a publisher presenting articles, or a marketer presenting offers—recommendation technology means delivering the most attractive item in those few seconds before you lose your audience’s attention.
Web site owners worldwide have yearned for recommendations ever since Amazon started telling us that “people who bought this also bought that” and today tell us “52 percent of people who looked at this bought that; 26 percent bought this other thing.” A decade ago marketers had to spend a great deal to implement recommendations on their sites. Today, recommendation engines can be had for some hundreds of dollars a month and can be implemented in a few days. Don’t you just love SaaS?