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.