Encoding and displaying default landing page content

• US 7,739,594 B2
• Filed: 08/17/2006
• Issued: 06/15/2010
• Est. Priority Date: 05/22/2006
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Vasilik, Kenneth Eric
• Primary Examiner(s): Queler; Adam M
• Application Number:
  US11/465,441
• Publication Number:
  US 20070271501A1
• Time in Patent Office: 1,398 Days
• Field of Search: 715/234, 715/253, 715/229, 715/264, 715/277
• US Class Current: 715/277
• CPC Class Codes: G06F 16/95 Retrieval from the web
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Methods, systems, and apparatus, including computer program products for defining landing pages to test different landing page designs. A combination is determined of one alternative version for each of one or more sections in an instrumented landing page. In a client, a landing page variant is generated. Each section of the landing page variant is the corresponding alternative version of the section defined by the combination. The landing page variant is generated in the client by determining for each section whether to display an additional version of the section in lieu of the original version of the section. If it is so determined, the additional version of the section is retrieved and inserted into a new location of the landing page variant, and at least one tag is inserted to cause the original version of the section to be disregarded.

Claims

1. A computer-implemented method, the method comprising:

receiving an original landing page, the original landing page having an original version for each of a plurality of sections, each section having a first tag, where each first tag, when matched to a corresponding second tag, causes a client to disregard the section between the respective first and second tags;

determining a combination of one alternative version for each of a plurality of sections in an instrumented landing page, the instrumented landing page being a modified version of an original landing page, wherein each alternative version is an original version of the respective section or an additional version of the respective section;

generating in the client a landing page variant of the instrumented landing page, each section of the landing page variant being the corresponding alternative version of the section determined by the combination, wherein the landing page variant is generated in the client by determining for at least one section to display an additional version of the section in lieu of the original version of the section, and when the additional version of the section is to be displayed;

obtaining the additional version of the section;

inserting the additional version of the section into a specific location of the landing page variant; and

inserting a second tag, the second tag corresponding to a matching first tag in the landing page, wherein inserting the second tag results in the client disregarding the original version of the section, the original version of the section lying between the second tag and the matching first tag.

2. The method of claim 1, wherein:

the additional version of the section is obtained from within a client-side scripting language script within the instrumented landing page; and

the specific location is after the client-side scripting language script and before the original version of the section.

3. The method of claim 1, wherein:

the additional version of the section is obtained from a remote server.

4. The method of claim 1, wherein:

the instrumented landing page is received by the client as an HTML document.

5. The method of claim 4, wherein the second tag is a <

noscript>

tag and the matching first tag is a <

/noscript>

tag.

6. The method of claim 4, wherein the second tag comprises an SGML comment opening and the matching first tag comprises an SGML comment closing.

7. The method of claim 4, wherein the client-side scripting language is JavaScript or VBScript.

8. The method of claim 4, wherein the evaluating and inserting occurs when the HTML document is loaded.

9. The method of claim 4, wherein the inserting occurs through an invocation of a JavaScript document.write method.

10. The method of claim 1, wherein determining a combination includes selecting the alternative version for each section using a pseudo-random number generator.

11. The method of claim 1, wherein determining a combination includes selecting the alternative version for each section using a specified pattern.

12. The method of claim 1, wherein determining a combination includes selecting the alternative version for each section using a white list or black list.

13. A computer program product, encoded on a computer-readable storage medium, operable to cause data processing apparatus to perform operations comprising:

receiving an original landing page, the original landing page having an original version for each of a plurality of sections, each section having a first tag, where each first tag, when matched to a corresponding second tag, causes a client to disregard the section between the respective first and second tags;

determining a combination of one alternative version for each of a plurality of sections in an instrumented landing page, the instrumented landing page being a modified version of an original landing page, wherein each alternative version is an original version of the respective section or an additional version of the respective section;

generating in the client a landing page variant of the instrumented landing page, each section of the landing page variant being the corresponding alternative version of the section determined by the combination, wherein the landing page variant is generated in the client by determining for at least one section to display an additional version of the section in lieu of the original version of the section, and when the additional version of the section is to be displayed;

obtaining the additional version of the section;

inserting the additional version of the section into a specific location of the landing page variant; and

inserting a second tag, the second tag corresponding to a matching first tag in the landing page, wherein inserting the second tag results in the client disregarding the original version of the section, the original version of the section lying between the second tag and the matching first tag.

14. The computer program product of claim 13, wherein:

a client-side scripting language script determines the combination of alternative versions.

15. The computer program product of claim 13, wherein:

the additional version of the section is obtained from within a client-side scripting language script within the instrumented landing page; and

the specific location is after the client-side scripting language script and before the original version of the section.

16. The computer program product of claim 13, wherein:

the additional version of the section is obtained from a remote server.

17. The computer program product of claim 13, wherein:

the inserted tag is inserted before the original version of the section in the landing page variant.

18. The computer program product of claim 13, wherein:

the instrumented landing page is dynamically created by a server-side language program.

19. The computer program product of claim 18, wherein the second tag is a <

noscript>

tag and the matching first tag is a <

/noscript>

tag.

20. The computer program product of claim 18, wherein the second tag comprises an SGML comment opening and the matching first tag comprises an SGML comment closing.

21. The computer program product of claim 18, wherein the client-side scripting language is JavaScript or VBScript.

22. The computer program product of claim 18, wherein the evaluating and inserting occurs when the HTML document is loaded.

23. The computer program product of claim 18, wherein the inserting occurs through an invocation of a JavaScript document.write method.

24. The computer program product of claim 18, wherein a script written in the client-side scripting language is embedded in an SGML comment.

25. The computer program product of claim 13, wherein:

the instrumented landing page is received by the client as an HTML document.

26. The computer program product of claim 13, where determining to display an additional version of the section is based on one of a pseudo-random selection of alternative version of the content or according to a specified pattern of alternative versions of the content;

and

when the additional version of the section is to be displayed, inserting alternate content into the markup language document.

27. A system comprising:

means for receiving an original landing page, the original landing page having an original version for each of a plurality of sections, each section having a first tag, where each first tag, when matched to a corresponding second tag, causes a client to disregard the section between the respective first and second tags;

means for determining a combination of one alternative version for each of a plurality of sections in an instrumented landing page, the instrumented landing page being a modified version of an original landing page, wherein each alternative version is an original version of the respective section or an additional version of the respective section;

means for generating in the client a landing page variant of the instrumented landing page, each section of the landing page variant being the corresponding alternative version of the section determined by the combination, wherein the landing page variant is generated in the client by determining for at least one section to display an additional version of the section in lieu of the original version of the section, and when the additional version of the section is to be displayed;

obtaining the additional version of the section;

inserting the additional version of the section into a specific location of the landing page variant; and

inserting a second tag, the second tag corresponding to a matching first tag in the landing page, wherein inserting the second tag results in the client disregarding the original version of the section, the original version of the section lying between the second tag and the matching first tag.

28. The system of claim 27, wherein:

the additional version of the section is obtained from within a client-side scripting language script within the instrumented landing page; and

the specific location is after the client-side scripting language script and before the original version of the section.

29. The system of claim 27, wherein:

the additional version of the section is obtained from a remote server.

30. The system of claim 27, wherein:

the instrumented landing page is received by the client as an HTML document.

31. The system of claim 30, wherein the second tag is a <

noscript>

tag and the matching first tag is a <

/noscript>

tag.

32. The system of claim 30, wherein the second tag comprises an SGML comment opening and the matching first tag comprises an SGML comment closing.

33. The system of claim 30, wherein the client-side scripting language is JavaScript or VBScript.

34. The system of claim 30, wherein the evaluating and inserting occurs when the HTML document is loaded.

35. The system of claim 30, wherein the inserting occurs through an invocation of a JavaScript document.write method.