Rank products for each shopper, not one bestseller list for all

Snowy Owl, a plate from John James Audubon's The Birds of America (1827-1838).

When every shopper sees the same bestseller list, the store loses sales.

The study. Researchers from Northwestern University and Wayfair ran a 2-year field experiment with 9 million shoppers. Some shoppers saw product rankings based on their own browsing, and other shoppers saw a bestseller list.

The finding. Personal rankings increased purchases by 2.4% and revenue by 2.1%. Clicks did not change, but shoppers bought more of what they saw.

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