Jupiter Research: Web Site “Personalization” Does Not Always Provide Positive Results:

“According to Matthew Berk, Research Director at Jupiter Research, ‘Most Web site personalization projects fail to deliver real business benefits. Our industry has always assumed that a personalized Web site was a better one, both for the visitor and the site operator. Our research has found that this is not the case.’

According to the report, for every intended benefit tied to a personalization-related agenda, site operators can select from many other tactics to achieve the same goals, at far lower cost. “To drive key business metrics, most sites are better off focusing on the basics, like usability, information architecture and making key tasks easy for users to accomplish,” said David Schatsky, Senior Vice President at Jupiter Research.”