Social media is all the rage. It seems to permeate almost every conversation people are having today – but it wasn’t always that way. I guess the the concept of Web 2.0 has taken on a life of its own. Many people are asking what’s next for the Web when we think about it’s evolution.

The Web is changing very rapidly. As social media has taken on a life of its own, many people are asking what’s next for the Internet. Even though there are many options to consider, Web 3.0 is going to be about user behavior. Sites have already begun using user behavior to shape the online buying experience.

The idea behind Web 3.0 is really simple. Leverage the data you have on individuals to improve their future buying experiences. This data comes from a variety of sources but is designed to eliminate the endless searching you might do for a simple task online.

Web 3.0 is based on behavioral data. The behavior its tracking goes beyond basic purchase information and aggregates behavioral data from across web sites. Information and activities like on site activity, purchase history and order frequency will be combined from various sources to recommend products and make a real difference in your online purchase experience.

The beauty of behavioral data and predictive modeling is that past data can be used. More sophisticated sites will use the information they already have to help shape the buying experience. Web 3.0 allows for updating and refining that information in real time. As more behavior is tracked, profiles become more robust and more accurate.

Web 3.0 intelligence anonymously and securely analyzes every customer and web browser to your website. Learning patterns and the context that drives buying decisions will be used to create a highly personalized user experience for each individual. This may be a point of concern for all of you privacy buffs out there but the reality is that web sites track user behavior today and the information becomes more and more sophisticated.

For me the issues isn’t about tracking the behavior, it’s more about how it’s used. For example, if I only buy jeans once every other year, and an online retailer knows my buying behaviors, I’ll be grateful to get less email on a daily basis. This level of intelligence can make the buying experience much more beneficial for the end user and ultimately more economical for the retailer. I know they’ll never pass the savings on to me but you never know.

Web 3.0 is upon us. As web sites continue to collect and use more of your behavioral data, your online buying experience is going to change. One can argue if this change is for the better. However, I believe that it can dramatically improve your buying experience and improve the way retailers market products and services.

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Filed under: Search Engine Optimization

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