Context Aware Computing - The Value of Delivering Targeted Content to Your Users
Today Squiz UK's Managing Director, Stephen Morgan, gave a seminar presentation at Online Information on Context Aware Computing. The talk described some of the benefits of delivering targeted web content based on the information you have about the user.
Stephen illustrated the need for contextually aware content with an example of a poor user experience he encountered with an online publisher. Having paid for an annual subscription to an online magazine, he found that the website was not optimised for a mobile browser, did not recognise him as a subscriber and even redirected him to pay an additional amount for a bespoke application. The experience not only didn't live up to expectations, but it also made a previously loyal and engaged customer feel frustrated and disillusioned.
This example shows the importance of understanding the context of the user. Who are they? Where are they? What are they looking for? What do they want to achieve? Listening to the user, and utilising the information you have about them, offers the chance to deliver targeted, personalised content.
The information you can utilise could be their location, device, browser, profile, language preference, previous behaviour, search terms... the list goes on. Together, this creates a picture of the user to help predict their preferences and goals. This said, it's vital to avoid the 'creep factor' - web users expect a level of personalisation and appreciate the advantages it offers, but it's important to know what information is OK to use and to use it responsibly.
Once you have the data, the next stage is relating it to your organisation to determine how best to use it to positively enhance the user experience. Where and how should the organisation intervene in the user journey to yield the best results? Our advice here is to start small and to test test test. Begin with a few, well informed assumptions, test the results and build on that knowledge. It should be a a process of continual innovation.
As this process continues, you will build confidence in your predictions and understand your users and their goals more accurately. Your users will be happier, your conversions will increase and you will be able to build sustainable competitive advantage.
Context Aware Computing - Online Information Presentation by Stephen Morgan
Published:
30 Nov 2011 4:55pm
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