MIT’s Sloan School of Management presents a method to infer a website user’s cognitive style from click-stream data and to dynamically change website layout and design elements to be optimal. Their test case with British Telecom increased purchase intentions by 20%.

“Website morphing complements self-selected branching (as in dell.com), recommendations (as in amazon.com), factorial experiments (Google’s website optimizer), or customized content. Website morphing is an example of targeting optimal marketing communications to customer segments.”

Download the PDF of ‘Website Morphing’, part of the upcoming book Marketing Science