Data Snapshot

Tailor Site Search Results Occasionally — But Not Instantly — For US Online Shoppers

September 18th, 2024
Emily Pfeiffer, Principal Analyst
Emily Pfeiffer Principal Analyst
With contributors:
Fiona Swerdlow , Delilah Gonzalez

Did you ever click back from a web page only to find that — surprise! — your site search page results were rearranged (or “instantly tailored”)? It turns out that just 14% of US online adults want retailers to instantly tailor their site search results. While about one in five Millennial and Gen Z online adults do favor instant site search updates, frequent or occasional updates to the site search page will go over much better with far more of your customers. Retailers should use the session data they have gathered from their shoppers, applying data-based tailoring only when customers have moved to their next in-session query. This is a snapshot of Forrester’s data on shopper preferences.

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