Morphing Web sites could bring riches

Web sites that automatically customize themselves for each visitor so they come across as more appealing or simply less annoying can boost sales for online businesses by close to 20%, MIT research says.

These sites adapt to display information so everyone who visits sees a version best suited to their preferred style of absorbing information, say the four researchers who write about such sites in "Website Morphing", a paper being published this month in Marketing Science.

So the site might play an audio file and present graphics to one visitor, but present the same information as text to the next depending on each person's cognitive style. Morphing sites deduce that style from the decisions visitors make as they click through pages on the site.