Method and apparatus for real-time website optimization

• US 20090030859A1
• Filed: 07/24/2007
• Published: 01/29/2009
• Est. Priority Date: 07/24/2007
• Status: Active Grant

• Current Assignee: Obviyo Incorporated
• Original Assignee: HiConversion, Inc.
• Inventors: Buchs, Francois, Aganovic, Zijad F.
• Granted Patent: US 8,321,359 B2
• Time in Patent Office: Days
• US Class Current: 706/19
• CPC Class Codes: G06F 16/957 Browsing optimisation, e.g. caching or content distillation

Abstract

A novel method of automated, real-time website optimization at least includes: a) receiving website optimization data including an optimization goal, and website source code; b) receiving website optimization criteria indicative of the completion of a website optimization experiment; c) executing an optimization algorithm used to select an optimized website version; d) comparing the output of the optimization algorithm with the website optimization goal to determine whether the website version under consideration is optimized; e) providing feedback from the output of the executed optimization algorithm to an input of the optimization algorithm; f) based upon the feedback, determining the next iterative step of the optimization algorithm; g) performing new iterative steps of the optimization algorithm; h) converging to an optimized website state; and i) modifying the website source code to implement the optimum version of the website.

Claims

1. A method of automated, real-time website optimization comprising:

a) receiving website optimization data including an optimization goal, and website source code;

b) receiving website optimization criteria indicative of the completion of a website optimization experiment;

c) executing an optimization algorithm used to select an optimized website version;

d) comparing the output of the optimization algorithm with said website optimization goal to determine whether the website version under consideration is optimized;

e) providing feedback from the output of the executed optimization algorithm to an input of said optimization algorithm;

f) based upon said feedback, determining the next iterative step of said optimization algorithm;

g) performing new iterative steps of said optimization algorithm;

h) converging to an optimized website state; and

i) modifying the website source code to implement the optimum version of the website.

2. The method of claim 1, wherein said website optimization data comprises web page sections that will participate in an optimization experiment.

3. The method of claim 1, wherein said website optimization data comprises web page section variations.

4. The method of claim 1, further comprising:

via website source code enabling, facilitating interaction between an active website and the website optimization solution.

5. The method of claim 1, further comprising:

coding user-defined experiment setup information into a data format required by the specific optimization methodology and algorithm.

6. The method of claim 1, further comprising:

decoding data produced by the optimization algorithm into a data format usable by other components participating in the website optimization experiment.

7. The method of claim 1, further comprising:

statistically analyzing and estimating measured data.

8. The method of claim 1, further comprising:

implementing user-defined safety thresholds, and actions associated with said thresholds.

9. The method of claim 1, further comprising:

concurrently executing a plurality of optimization experiments.

10. The method of claim 1, further comprising:

classifying website visitors in accordance with predefined segmentation criteria; and

applying the website optimization algorithm only on selected segments of visitors.

11. The method of claim 1, further comprising:

classifying website visitors in accordance with predefined segmentation criteria; and

conducting a separate optimization experiment for a particular market segment.

12. The method of claim 1, further comprising:

preserving the algorithm state and data created or used during the execution of iterative optimization steps; and

temporarily suspending the execution of an optimization experiment during the comparing of the output of the optimization algorithm with said website optimization goal.

13. The method of claim 1, further comprising:

automatically modifying a website configuration and appearance in response to the output of the optimization algorithm.

14. The method of claim 1, further comprising:

publishing the modified website source code to a website hosting entity.

15. An optimization system for the automated, real-time optimization of a website comprising:

a) at least an Internet device adapted to allow access to a website by an Internet user;

b) a web server adapted to host said website;

c) a website configuration management module adapted to automatically change the website content and appearance;

d) a website performance measurement module adapted to automatically measure multiple performance variables; and

e) an optimization engine adapted to execute one or more optimization algorithms;

wherein said optimization engine is further adapted to receive feedback from the output of the executed optimization algorithm to an input of said optimization algorithm, based upon said feedback, determine the next iterative step of said optimization algorithm, perform new iterative steps of said optimization algorithm, and converge the website to an optimized state.

16. The optimization system of claim 15, further comprising:

a communication link adapted to enable real time communication and data exchange between elements of the system.

17. The optimization system of claim 15, further comprising:

an experiment setup module adapted to enable website optimization experiment setup data entry and preparation.

18. The optimization system of claim 15, further comprising:

an optimum solution implementation module adapted to enable the implementation of the optimum website version.

19. The optimization system of claim 15, further comprising:

an experiment setup data coding module adapted to receive website optimization experiment setup data and optimization criteria, such as the optimization goals, definitions of section, section variations, or the experiment completion criteria;

a measured data acquisition module adopted to acquire and further process website performance measurements;

an optimization algorithm executer adapted to execute an optimization algorithm;

an optimization tester adapted to measure the performance of said website against website optimization completion criteria to determine whether the website state is optimized;

an optimization engine safeguard adapted to compare website performance against pre-defined safeguard limits and to act in accordance with implemented policy; and

an optimization algorithm decoder adapted to map the output from the optimization algorithm executer into a data format acceptable to said website configuration management module.

20. The optimization system of claim 15, further comprising:

a data storage module adapted to store website optimization data.