Morphing is one of the ways a brand can hyper-personalize the customer shopping experience. ’Morphing’ involves automatically matching the basic ‘look and feel’ of a website, not just the content, to cognitive styles. In a world of deep personalization, website design becomes a major profit driver. Websites that match the preferences and information needs of visitors are efficient; those that do not forego potential profit and may be driven from the market. Businesses might serve their customers better and sell more products and services if their websites match the cognitive styles of their visitors. Morphing a website means automatically matching a website's characteristics to a customer's cognitive styles, i.e., a person’s preferred way of gathering, processing, and evaluating information. This can increase customer satisfaction as well as drive additional sales.  

The goal is to morph the website’s basic structure (site backbone) and other functional characteristics in real-time. Website morphing complements self-selected branching (as in, recommendations (as in, factorial experiments (Google’s Website Optimizer), or customized content.

Cognitive styles dimensions might include impulsive (makes decisions quickly) versus deliberative (explores options in depth before making a decision), visual (prefers images) versus verbal (prefers text and numbers), or analytic (wants all details) versus holistic (just the bottom line). For example, a website might morph by changing the ratio of graphs and pictures to text, by reducing a display to just a few options (broadband service plans), or by carefully selecting the amount of information presented about each plan. A website might also morph by adding or deleting functional characteristics such as column headings, links, tools, persona, and dialogue boxes. There are, literally, hundreds of thousands or even millions of ways a website can morph to better serve its customers.