What is an Adaptive Website?

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An adaptive website constructs a model of the visitor’s activity on the website and accordingly alters the website content or the presentation of content so that it becomes more beneficial to the user.

How do adaptive websites work?

An adaptive website measures user interactions with the website and then predicts how the user will interact with the website in future. In order to optimize future web interactions, an adaptive website adjusts the content, structure, and/or changes how information is presented. The user interaction patterns are studied either directly from the website or by data mining techniques from web server logs. User interaction model/models are then constructed using artificial intelligence and statistical methods. The version of the website based on the specific user interaction pattern is displayed to the visitor.

Technology used in adaptive websites

There are two techniques used to build an adaptive website namely;

Collaborative Filtering Method:

Collaborative filtering is a method applied in recommender systems. It generally filters information or patterns from large data sets using procedures, such as collaboration of various agents, perspectives, information sources, and so on.

In this case, machine learning technique is used to evaluate the user data. Interaction patterns are classified into groups, which are assigned specific models of the website. A user views the website model,assigned to him, based on the history of his usage of the site. Similarly, a new user will be assigned a model of the website which is intended for new users.

Statistical Hypothesis Testing:

Statistical Hypothesis Testing is a method of deduction using statistical data. Several methods are utilized in connection with a group of conceivable changes in the site. This leads to the automated process website change, impact assessment, and adoption of change. Snap ads for online advertisement is an example.


Certain websites allow users to customize how they appear to the visitor. These are not adaptive websites, as it is the user who changes the appearance of the website and is not automatic. Also note that, just because collaborative filtering method or statistical hypothesis testing is used in a website, it does not mean that it is an adaptive website.