In the early days of the Internet, merchants and information sites frequently offered visitors the ability to customize the site to their own interests, which worked fine for consumers when there were only a few places to shop. However, with paranoia about privacy at an all-time high, and so many merchants to choose from, visitors are loathe to provide personal data to every merchant. The ideal situation is for merchants to be able to personalize their sites without requesting any information from visitors. Research shows that more than two-thirds of shoppers leave a site within three clicks of the home page. Merchants that are serious about keeping at least some of those shoppers from leaving need to able to deliver what shoppers came to find and do it quickly.
Many sites make the mistake of asking customers for too much too soon.
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