Use of behavioral portraits in web site analysis

• US 20080228819A1
• Filed: 01/31/2008
• Published: 09/18/2008
• Est. Priority Date: 02/01/2007
• Status: Abandoned Application

• Current Assignee: Heritage Opportunity Fund, LLC
• Original Assignee: 7 Billion People Incorporated
• Inventors: Gugliemetti, Brian, Pokorney, Trevor, Minnis, William Charles, Nagaitis, Mark, Schank, Eric
• Application Number:
  US12/012,493
• Publication Number:
  US 20080228819A1
• Time in Patent Office: Days
• US Class Current: 707/104.1
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0641 Shopping interfaces
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

A method is provided for determining a website user behavioral portrait based on navigation on the website and dynamically reconfiguring web pages based on those portraits. In accordance with the method, data relating to the progress of a user through a website is recorded, and an ongoing behavioral portrait of the user is built based on the data. The portrait is then used to dynamically reconfigure web content.

Claims

1. A method for analyzing a website, comprising:

recording data relating to the online behavior of a plurality of users through the website;

building a behavioral portrait for each of the plurality of users based on the data;

categorizing the behavioral portraits of the plurality of users into a plurality of portrait types; and

analyzing the behavior of the plurality of users on the website as a function of portrait type.

2. The method of claim 1, wherein the recorded data relates to behavior selected from the group consisting of (a) items clicked on by a user;

(b) the number of times a user abandons the web site;

(c) the number of return visits a user makes to the website;

(d) the number of online purchases made by a user on the website;

(e) the average time a user spends on the web site; and

(f) the number of pages visited on the web site by a user.

3. The method of claim 2, wherein the recorded data is measured over a fixed period of time.

4. The method of claim 1, wherein analyzing the behavior of the plurality of users on the website as a function of portrait type involves determining the relative frequency with which items are clicked on by a user as a function of portrait type.

5. The method of claim 1, wherein analyzing the behavior of the plurality of users on the website as a function of portrait type involves determining the relative frequency with which users abandon the website a function of portrait type.

6. The method of claim 1, wherein analyzing the behavior of the plurality of users on the website as a function of portrait type involves determining the relative frequency with which users make return visits to the website a function of portrait type.

7. The method of claim 1, wherein analyzing the behavior of the plurality of users on the website as a function of portrait type involves determining the relative frequency of online purchases on the website a function of portrait type.

8. The method of claim 1, wherein analyzing the behavior of the plurality of users on the website as a function of portrait type involves determining the average time users spend on the website a function of portrait type.

9. The method of claim 1, wherein analyzing the behavior of the plurality of users on the website as a function of portrait type involves determining the average number of pages users visit on the website a function of portrait type.

10. The method of claim 2, further comprising:

outputting graphical information representing the recorded data as a function of portrait type.

11. A method for analyzing a web page, comprising:

categorizing the features appearing on the web page in terms of at least one behavioral trait which selection of the feature would indicate; and

creating a graphical overlay which reflects the categorization of the features.

12. The method of claim 11, wherein the graphical overlay comprises a color-coded map.

13. The method of claim 12, further comprising:

superimposing the color-coded map over the web page.

14. The method of claim 11, further comprising:

using the categorization of features to create behavioral portraits of users accessing the web page.