IDENTIFYING WEB PAGES THAT ARE LIKELY TO GUIDE BROWSING VIEWERS TO IMPROVE CONVERSION RATE

• US 20140068407A1
• Filed: 08/28/2012
• Published: 03/06/2014
• Est. Priority Date: 08/28/2012
• Status: Active Grant

• Current Assignee: Adobe Systems Incorporated (Adobe Inc.)
• Original Assignee: Adobe Systems Incorporated (Adobe Inc.)
• Inventors: Suh, Bongwon, Koh, Eunyee
• Granted Patent: US 9,104,767 B2
• Time in Patent Office: Days
• US Class Current: 715/234
• CPC Class Codes: G06F 16/94 Hypermedia Hyperlinking G06F40/134
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/954 Navigation, e.g. using categorised browsing
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A method and system for extracting from a web log for a given entity information comprising web page events. The information gain in the sequence of navigating from a given web page to a subsequent web page is computed for at least some of the web page events. The information gain is used to determine a set of web pages from which users can decide to navigate to a first web page or a second web page, wherein navigating to the first web page is more likely to lead to a conversion than navigating to the second web page. A list of at least a subset of the set of web pages is transmitted to the entity, which can use the list to determine web pages at which the entity can place advertising material to motivate a user to navigate to the first web page. The computing may be performed by MapReduce processing.

Claims

1. A method comprising:

using at least one computer processor, extracting from a web log information comprising web page events;

computing, for at least some of the web page events, the information gain in the sequence of navigating from a given web page to a subsequent web page; and

using the information gain, determining a set of web pages from which users can decide to navigate to a first web page or to a second web page, wherein navigating to the first web page is more likely to lead to a conversion than navigating to the second web page.

2. The method of claim 1 further comprising transmitting a list of at least some of the set of web pages for displaying to an entity.

3. The method of claim 1 wherein the conversion is predetermined by the entity.

4. The method of claim 1 wherein the conversion comprises at least one of the group consisting of downloading a file, adding a product to a cart, sending credit card information, and purchasing the product.

5. The method of claim 1 wherein the extracted information includes at least some of the group consisting of timestamps, URLs, credit card information, and product purchase information.

6. The method of claim 2 wherein the list indicates web pages at which the entity can place advertising material to motivate a user to navigate to the first web page.

7. The method of claim 1 wherein the computing comprises processing URL pairs that comprise a first URL from which users navigate and a second URL to which users navigate from the first URL.

8. The method of claim 7 wherein the computing comprises processing a MapReduce function.

10. The machine-readable storage device of claim 8 further comprising transmitting a list of at least some of the set of web pages for displaying to an entity.

11. The machine-readable storage device of claim 8 wherein the conversion is predetermined by the entity.

12. The machine-readable storage device of claim 8 wherein the conversion comprises at least one of the group consisting of downloading a file, adding a product to a cart, sending credit card information, and purchasing the product.

14. The machine-readable storage device of claim 10 wherein the list indicates web pages at which the entity can place advertising material to motivate a user to navigate to the first web page.

9. A machine-readable storage device having stored therein a set of instructions which, when executed by the machine, causes the machine to execute the following operations:

extracting from a web log information comprising web page events;

computing, for at least some of the web page events, the information gain in the sequence of navigating from a given web page to a subsequent web page; and

using the information gain, determining a set of web pages from which users can decide to navigate to a first web page or to a second web page, wherein navigating to the first web page is more likely to lead to a conversion than navigating to the second web page.

13. The machine-readable storage device of claim 9 wherein the extracted information includes at least some of the group consisting of timestamps, URLs, credit card information, and product purchase information.

15. The machine-readable storage device of claim 9 wherein the computing comprises processing URL pairs that comprise a first URL from which users navigate and a second URL to which users navigate from the first URL.

16. The machine-readable storage device of claim 15 wherein the computing comprises processing a MapReduce function.

17. A system comprising:

at least one computer processor configured to

extract from a web log information comprising web page events;

compute, for at least some of the web page events, the information gain in the sequence of navigating from a given web page to a subsequent web page; and

use the information gain to determine a set of web pages from which users can decide to navigate to a first web page or to a second web page, wherein navigating to the first web page is more likely to lead to a conversion than navigating to the second web page.

18. The system of claim 17, the at least one computer processor further configured to transmit a list of at least some of the set of web pages for display to an entity.

19. The system of claim 17 wherein conversion is predetermined by the entity.

20. The system of claim 17 wherein the conversion comprises at least one of the group consisting of downloading a file, adding a product to a cart, sending credit card information, and purchasing the product.

21. The system of claim 17 wherein the extracted information includes at least some of the group consisting of timestamnps, URLs, credit card information, and product purchase information.

22. The system of claim 17 wherein the computing comprises processing URL pairs that comprise a first URL from which users navigate and a second URL to which users navigate from the first URL.

23. The system of claim 22 wherein the computing comprises processing a MapReduce function.