B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
81%
81% -- purchase decline rate for Alibaba (2025)
Removing personalization caused an 81% drop in purchases in an Alibaba experiment with 555,800 customers.
- Result of removing personalization vs. generic recommendations in a controlled experiment
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
81%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
555,800
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
kirro.io
Primary
Tier B
https://kirro.io/control-group ↗
Source Article
What is a control group in an experiment?
What is a control group?
A control group is the group in an experiment that doesn’t receive any new treatment. It stays exactly as-is. The whole point is to give you something stable to compare your changes against.
Without that baseline, you can’t tell whether your change caused the result or somet…
Original Research
kirro.io
· Original study ↗
Methodology
Controlled experiment with 555,800 customers
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Alibaba: 81% purchase decline rate. Source: kirro.io (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/alibaba-personalization-purchase-drop
HTML Embed
<blockquote cite="https://lighthousedata.io/data/alibaba-personalization-purchase-drop" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>81%</strong> -- purchase decline rate for Alibaba<br><small>Source: kirro.io (2025) · <a href="https://lighthousedata.io/data/alibaba-personalization-purchase-drop" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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