People process information in different ways, as “cognitive styles.” A few companies are starting to known sites on the cognitive styles of the visitors so that visitors try to obtain information dynamically adapt in a style that is comfortable for them. For example, a website can “morph” for more technical details about a product to a user who offer an analytic cognitive style, while a visitor who has a holistic cognitive style wish to receive more information in a way that c decreased. .. Read more »

People process information in different ways, as “cognitive styles.” A few companies are starting to known sites on the cognitive styles of the visitors so that visitors try to obtain information dynamically adapt in a style that is comfortable for them. For example, a website can “morph” for more technical details about a product to a user who offer an analytic cognitive style, while a visitor who has a holistic cognitive style would like information in a manner that will reduce the complexity. Such “morphing” has the potential to increase the effectiveness of web communication. A recent study with a website found by the consumer broadband services, that if the website adapted or morphed-to individual consumers’ cognitive styles fit, the company could able to acquire increase potential purchases by 20%. As part of this study, researchers conducted a first priming study in which they interviewed a sample of site visitors to identify their cognitive styles directly. meantime, analysis of visitor preferences in the navigation of the site, the site of a subsequent visitor clicks could reasonably infer the . kind of cognitive style he or she has and adjust accordingly, how the information is communicated on the website Although there are many dimensions of cognitive style that could be used are the authors following distinctions found to be effective: analytic or holistic, impulsive or deliberative, visual or verbal, and leader or follower. Technically, is morphing website by methods such as Bayesian Inference Engine and Gittins indices known. After priming study continues a website morphing system from any additional visitors to learn, so that the effectiveness of the Web site morphing strategy improves over time.
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from
Glen L. Urban,
John R. Hauser,
Guilherme liberalization,
Michael Brown,
Fareena Sultan
Source: MIT Sloan Management Review
9 sides.
Release Date: 1 July 2009. Prod #: SMR321-PDF-ENG
Morph the Web To Build Empathy, Trust and Sales HBR case solution

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