Recently I wrote a review on Website Morphing for the Web Analytics Associations’ Research Committee.
You can go ahead and take a look at it if you want. I’ll wait.
Website Morphing represents a coherent method for automating incremental optimization. It’s not perfect. Morphing will require a heavy amount of human creative and analytical inputs. It’s the social technology that’s one of the big problems with Morphing, not the physical technology under the engine.
People with diverse skill sets often have a hard time working together. It’s hard to communicate complex concepts with people who don’t share your vocabulary. Sometimes it’s like being an English Speaker in Germany, an increase in volume doesn’t equal an increase in comprehension.
Those skills have always been hard, and they’ve been vitally important since the dawn of the information age. They’re going to become that much more important as we move from designing static-one-size-fits all experiences, to designing custom, delta-heavy experiences.
In the end, if we’re not growing we’re declining.