Good recommendations could reduce wine club churn & increase direct sales. But overall, suggestions are so bad, only 7% click them. But those customers = 26% of revenues

NOTE: You can right-click all images to view a larger version. Left-click to go to data source.

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As arbitrary as they often seem, “35 percent of what consumers purchase on Amazon come from recommendations” — McKinsey

The very small percentage of site visits (7%) that resulted in a click on a recommendation is testament to the irrelevance of most recommendations.

It us probably NOT a coincidence that a Digital Marketing study published in 2015 –3 years before the graphic, above — found that 93% of users say that offers are NOT relevant regularly or all the time.

More data at: The promise (and pitfalls) of current recommendation engines