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31 website personalization stats you need to know, now

Camilla Bass

By Camilla Bass, Senior Content Marketing Manager

eCommerce website personalization statistics and examples
16th June 2022

Website personalization is also known as one-to-one marketing because it allows marketers to treat customers as individuals. And in today’s crowded digital environment, providing a one-to-one customer experience to your website visitors helps online businesses stand out.

Web personalization encompasses a whole range of marketing activities, including:

  • Product recommendations that are based on behavior rather than wisdom of the crowd or business rules
  • Dynamic website personalization that show a shopper’s favorite brands on the homepage or highlight content based on the shopper’s location or the weather forecast for their area
  • Personalized website navigation that highlights the shopper’s favorite categories
  • Website pop-ups and banners that are tailored to the shopper’s browse behavior on site or lifecycle stage

Successful website customization ties in with personalized content across email and other channels to provide consumers with a tailored, consistent cross-channel customer experience by making use of user data. True web personalization engages your target audience through content that meets their current needs and desires. By using customer data including their previous interactions on your website, your personalization efforts will be rewarded.

Still need convincing? Here’s a list of website personalization stats that will change your mind.

Website personalization

1. 89% of digital businesses are investing in personalization. (Forrester)

2. 4 in 5 companies (80%) report an uplift since implementing personalization. (Econsultancy)

3. 80% of consumers are more likely to do business with a company that offers personalized experiences. (Epsilon Marketing)

4. 71% of consumers expect personalization. (McKinsey)

5. 76% of consumers get frustrated when companies don’t use personalization. (McKinsey)

6. 80% of customers now consider the experience a company provides to be as important as its products and services. (Salesforce)

7. Personalization can increase the efficiency of marketing spend by 10 to 30 percent. (McKinsey)

8. 94% of companies experienced a rise in conversion rates after personalizing their websites. (Econsultancy)

9. Basic personalization can give a 15% sales uplift.  (Fresh Relevance)

Here’s an example of how a home page banner can be personalized based on the shopper’s favorite product category.

Product recommendations

10. 45% of online shoppers are more likely to shop on a site that offers personalized recommendations. (Invesp)

11. 71% of eCommerce websites offer product recommendations. (Internet Retailing)

12. Personalized product recommendations can increase click-throughs by more than 100%, versus generic product recommendations. (Fresh Relevance)

13. 79% of consumers are willing to share relevant information about themselves for personalized product recommendations. (Salesforce)

14. 38% of consumers say they won’t return to an online retailer that recommends things that don’t make sense for them. (Salesforce)

15. Onsite product recommendations can give a 112% sales uplift. (Fresh Relevance)

16. Personalized product recommendations increase average order value by 10%. (Salesforce)

Personalized product recommendation example

Here’s an example of personalized product recommendations.


17. More than half of online shoppers (57%) are OK with providing personal information as long as it is for their benefit. (Invesp)

18. Displaying a popover on our own website increased email newsletter subscriptions by 800%. (Fresh Relevance)

19. The average conversion rate for all pop-ups is 3.09%. The top performers average 9.28% conversion rates. (Sumo)

20. A targeted popover can increase monthly subscribe rate by 600%. (Fresh Relevance)

Personalized popover example

Personalized popover example

Popovers can be tailored to the customer’s lifecycle stage. Tempt new customers with the offer of a discount, and welcome returning browsers with their last viewed product.


21. Nearly 60% of people want real-time personalized promotions and offers as they browse your website. (Pure360)

22. Coupon users spend 26% more than shoppers who don’t use them. (Blippr)

23. 68% of consumers are more likely to join a retailer’s/brand’s marketing list if they receive an instant coupon. (CodeBroker)

24. 68% of consumers say that coupons generate loyalty. (Invesp)

25. 67% of consumers are highly in favor of personalized coupons. (Infosys)

26. 74% of online shoppers prefer discounts that indicate “percentage off” savings. (Blippr)

27. 59% of shoppers look for discount codes before making a purchase online. (Invesp)


28. 67% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their location. (Google)

29. Over 84% of marketers currently use location data in their marketing, and 94% plan to in the future. (Factual)

30. 80% of consumers say that they would like to get location-based alerts from businesses. (Linchpin)

31. 42% of consumers want online retailers to display stock availability in their nearest store for products they are browsing. (Fresh Relevance)

Now you’ve seen the stats, it’s time to start your website personalization strategy as part of your digital marketing. Take a look at our checklist and see which four areas of your eCommerce website you should start personalizing now.

Download the checklist: 4 Areas of Your Ecommerce Website That Should Be Personalized

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

As Senior Content Marketing Manager at Fresh Relevance, Camilla leads the global content strategy and manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.