The Science of Personalized Recommendations

The Psychology

Choice paralysis: Too many options = no decision. Personalization reduces options to manageable choices.

Self-relevance: We pay more attention to things about us. "For oily skin" grabs attention if that's their type.

Reduced risk: "This is for people like you" feels safer than guessing.

The Data

• Personalized recs convert 2-3x higher
• 35% lower return rates
• 20% higher AOV
• Higher satisfaction and reviews

Quiz vs Algorithm

Algorithms: Based on past behavior. "People who bought X also bought Y."

Quizzes: Based on stated preferences. "You told us you have oily skin and want anti-aging."

Quiz data is explicit, accurate, and available day one. No need to wait for purchase history.