Single-Page Web Apps: Implications for Personalization

In recent years, we’ve seen single-page web applications — applications that operate within the same web page — grow in popularity. These apps provide a fluid user experience, allowing the user to take many actions at once without the need to load multiple pages. Instead, specific sections of the page will update, or the page can exist in multiple different “states.” They are popular for applications in which a user needs to heavily interact with the content on the page, rather than simply consume the content. A good example of a popular single-page app is Gmail. Gmail will not usually load a new page as the user takes different actions. Instead, the page remains the same while various pieces of it update with new content. So how does personalization work with single-page apps? Personalization campaigns on a regular website or [...]