A new study by Harvard researchers tested the impact of a new feature, Picture Text Guidance, on a major Chinese e-commerce platform. The tool led to a 1.6% increase in purchases and a 3.2% increase in spending over 24 weeks.
The study found that the long-term impact of the visual and text search recommendations led to increased orders and expenditures, especially for non top-selling products. Users learned to perform more effective searches independently.
While similar tools are not widespread in American platforms, the study suggests that elements of Picture Text Guidance could benefit online businesses. Amazon's visual and text prompts serve as a comparable example.
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