—Response to Comments on “Website Morphing”

Website morphing draws on the Expected Gittins’ solution to a partially observable Markov process, on the rapid consumer-segment updating with Bayesian methods, and on matching a website’s look and feel to a visitor’s cognitive style. In each area there are exciting research opportunities including optimality in the presence of switching costs (within a visit), Bayesian updating of cognitive styles across websites, extensions to other segmentation schemes such as cultural styles, morphing of other website characteristics such as advertising, and applications to other media such as smartphones.