Supporting Personalization in Legacy Web Sites Through Client-Side Adaptation

Immersed in social and mobile Web, users are expecting personalized browsing experiences, based on their needs, goals, and preferences. However, adding personalization to an existing Web site is not a simple task for Web owners who are not personalization experts. Most of the existing personalization approaches imply extending the backend application or paying for a personalization as a service solution, which are more focused on improving conversion rates than on improving the user browsing experience. In this work we present a methodology to add client-based personalization to an existing Web site oriented to non-developer designers or Web sites owners. This approach allows them to define a set of personalization rules to be applied in the client-side with minimum alterations on the backend application.