You're a marketing manager for your company's website, JesseJames.com, an online seller of books about American History. Google Analytics has shown that the exit rate on the checkout page is high. In a meeting with the developer team, you explained that this means the user experience is good up to the checkout page. Then, making the purchase becomes too too difficult for most users. You've recommended that they implement a one-click-to-buy option that uses information stored in the users account. Which type of user personalization is this known as?

Analysis of Correct Answer(s)

• Using given information: This personalization technique leverages explicit data that users have directly provided and saved, such as their name, shipping address, and payment details in their account profile. The proposed "one-click-to-buy" feature is a perfect example of this. It uses the information the user has already given to the website to streamline the checkout process, reducing friction and improving the conversion rate.

Analysis of Incorrect Options

• Using known user signals: This refers to personalization based on implicit data and user behavior, such as past browsing history, purchase patterns, location, or device type. It's about inferring user intent rather than using information they've explicitly entered.
• Static profile matching: This involves segmenting users into broad, predefined categories or personas (e.g., "new visitors," "repeat buyers") and showing them a standardized experience for that group. It is less individualized than using a specific user's saved account data.
• Delivering a relevant web page: This is a general goal or outcome of any personalization effort, not a specific technique or type of data used. The other options describe the methods for achieving this goal.