Adaptive Web Sites
I know. It probably isn't the latest and newest of ideas on how to improve web site usability. But I still consider it to be a highly interesting approach. When users open web sites, their requests are usually tracked. If you now examine the log files, you can create user models based on visitor behaviour.
If you have content for a wide range of target groups, you can identify who the user might be - in terms of what he/she is most likely to look for next. So instead of loosing your visitors over content they are not primarily interested in, keep them a while longer by making the content easy accessible.
Depending on the granularity and AI behing the user models and data mining agent you can provide content of high relevance.
The user models might be based on such information as:
- Previously visited sites/pages and their target groups (referrer)
- Pages of common interest of people who come from these sites/pages
- Entry page of a user and following clicks
- Time spent on specific pages or search queries
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