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Solution

It is best not to force people to personalize your site before they can use it. Draw customers in by providing basic but valuable content to new customers that, later, can be personalized. Next invite customers to personalize the site from a menu of options, using information that can be gathered quickly, such as their backgrounds and areas of interest. Gather this information by conducting interviews or by giving people the ability to edit their interests. Deduce what other things might interest your customers by tracking the areas of your site that they visit and scoring the information. Categorize the content and map it to the people who find such content useful. Structure the site into page templates and content modules that receive content from the targeting engine.

Figure D4.9. A personalized site uses page templates and customer information to target content modules.



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