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Jon Ewing weighs up the pros and cons of tailoring website content to your visitors' interests.
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These days, its seems every web site wants you to register for one thing or another and you might be wondering why your site doesn't do the same.Personalisation is as ubiquitous today as the "blink" tag was five years ago. But before you go any further, it's worth noting that it might be (a) too little, (b) too late and (c) of no real value anyway. Adding needless personalisation to a site might be like handing a blank cheque to your web site developers and with precious little return on investment. There are three main types of web personalisation. First, there's simple recognition; second is page customisation and third is the more advanced intuitive content control.
Name recognition is a simple device you'll find on thousands of web sites. On unmissabletv.com, for example, a cookie recognises registered users by name and location and makes slight changes to the page accordingly. But in reality it's not much more than a exercise in demographic data capture. It helps the site owner to monitor the number of individual users coming to his site and gives him an idea of where in the country they're visiting from.
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