Morph the Web To Build Empathy, Trust and Sales Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

People develop information in diverse ways, known as "cognitive styles." A few companies are beginning to test Web sites that dynamically adapt to the cognitive styles of visitors – so that visitors receive information in a style that's comfortable for them. Such "morphing" has the possibility to increase the success of Web infrastructure.

Morph the Web To Build Empathy, Trust and Sales Case Study Solution

A current study concerning a Web site from which clients could buy broadband services found that, when the Web site adapted - or morphed – to match individual consumers' cognitive styles, possible purchases could increase by 20%. As part of that study, the researchers first conducted a priming study, in which they surveyed a sample of the website's visitors to identify their cognitive styles directly. By then investigating those visitors' preferences in browsing the Web site, the site could infer from a following visitor's clicks what sort of cognitive style she or he has - and accordingly correct how information is conveyed on the website. While there are many measurements of cognitive style that could be used, the authors found the following differentiations to be useful: investigative or holistic, spontaneous or deliberative, visual or verbal, and head or admirer. From a technical viewpoint, Web site morphing relies on system known as Gittins indices and the Bayesian Inference Engine. Succeeding the priming study, a Web site morphing system continue to be trained from each additional visitor, so that the effectiveness of the morphing strategy of the site improves over time.

PUBLICATION DATE: July 01, 2009 PRODUCT #: SMR321-HCB-ENG

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