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Personalization and Trust

Personalization Mass Customization One-to-One Marketing

Structure content & navigation to meet the needs of individual users

TrustHow people view the integrity of the site

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Personalization and Trust

After studying this chapter you will: Know about the different kinds of personalization on the WebBe aware of privacy issues, and some ways of responding to themUnderstand some of what inspires trust in websites

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Benefits of Personalization

A strategy for gaining competitive advantageOften a value-added service for user

Example: knowing ZIP code permits listing only nearby restaurants

If the information that is most relevant to a particular user is placed near the top of the page, the user can find what he/she wants quicklyA little information from user may permit narrowing range of choices; example Dell.com

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Personalization

But requires information from userPersonal or non-personalTrack clicks

CookiesSmall programs that collect information from you or your computer

But how will the information be used

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Personalization: The Computer Finder at Dell.com

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Examples of Personalization

Amazon.com presents book suggestions based on past purchasesNetscape offers opportunity to choose content and specify appearance; see next two slidesConversational interface: Software that “converses” with the user, helping to make choices

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netscape.com without personalization—only top half shown, for legibility

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netscape.com with personalization

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Personalization via a conversational interface at Sililoquy.com, 1

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Personalization via a conversational interface at Sililoquy.com, 2

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Personalization via a conversational interface at Sililoquy.com, 3

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Privacy Concerns

“Privacy” is not mentioned in the US ConstitutionSupreme Court decisions have established a loose concept of “the right to be left alone”In a practical sense, it’s not al legal issue: if users don’t trust you not to misuse personal information, they won’t do business with youSurveys show that trust in a website is a major factor in users’ choices of where to shop

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Privacy Concerns

Few laws regarding privacy; apply mostly to the government, not private business“Law of Contract” – the “promises” in privacy statements, etc. establish a contract; user can sue if contract is brokenSurvey of web users - Important

#1: Ease of navigation#2: Credibility

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Factors Affecting Trust

Context: potential for lossPerceived similarity: we tend to trust people we think of as having concerns like oursStanding in the community: a leader got there, most of the time, by doing the right thingBehavior: do words match actions?Certification: example, a doctor has proved competence to his or her peersReferrals: Amazon.com uses reviews written by buyers, as well as by authors and publishers

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Fostering Trust in Websites

A security statement lists precautions that a site takes to protect sensitive information

Type of encryptionSecure server in use

A privacy statement lists the types of information gathered and the manner in which it is used

Some offer user choices: opt-in vs. opt-outConfirmation of expected delivery datePolicy on returns

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Secure display of credit card information

Enough to be recognizable by the user, but not complete

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Giving user a choice: opt-in vs. opt-out

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Giving information about expected delivery date fosters trust

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New Developments in Controlling Privacy

Browser suppliers try, but they do not have a standard privacy policyWorld Wide Web Consortium (W3C) created recommendations for protecting user data from abuseThe Platform for Privacy Protection Project (P3P) provides a standard way for websites to communicate their practices for collecting, using, and distributing personal information

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Privacy preferences in a P3P-enabled browser

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Sites Adopting P3P

MSN.comYahoo.comAbout.comMS Internet Explorer 6 – first browser to adoptAT&T Privacy Bird: application that implements entire P3P & warns you if web site matches your preferences

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Summary

In this chapter you learned about:The benefits of personalizationA number of ways that a website can be personalized to the preferences of an individual userPrivacy concerns and some of the ways of reassuring users of their privacyThe factors affecting trust, and some ways to foster trustThe W3C P3P initiative