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

This Case is about OPERATIONS

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

People process information in different manners, known as “cognitive styles.” A few firms are beginning to analyze Web sites that dynamically adapt to the cognitive styles of visitors – so that visitors receive advice in a fashion that’s comfortable for them. Such “morphing” has the possibility to raise the effectiveness of Web communications.

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

A recent study from which consumers could buy broadband services including a Web site found that, when the Web site accommodated – or morphed – to fit individual consumers’ cognitive styles, possible purchases could raise by 20%. By then examining those visitors’ preferences in browsing the Web site, the website could infer from a following visitor’s clicks what kind of cognitive style she or he has -and properly correct how information is conveyed on the website.

While there are many measurements of cognitive style that could be used, the writers found leader or follower: analytic or holistic, impulsive or deliberative, visual or verbal, and the following differentiations to be successful. From a technical standpoint, Web site morphing relies on processes known as Gittins indices and the Bayesian Inference Engine. Subsequent to the prime study, a Web site morphing system persist in learning from each added visitor, so the effectiveness of the morphing strategy of the website improves over time.

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