A/B testing of a webpage

• US 7,975,000 B2
• Filed: 01/27/2005
• Issued: 07/05/2011
• Est. Priority Date: 01/27/2005
• Status: Active Grant

• Current Assignee: FMR LLC
• Original Assignee: FMR LLC
• Inventors: Dixon, Eleri, Brodmerkle, Scott, Enos, Emily
• Primary Examiner(s): Caldwell; Andrew
• Assistant Examiner(s): Pollack; Melvin H
• Application Number:
  US11/044,499
• Publication Number:
  US 20060162071A1
• Time in Patent Office: 2,350 Days
• Field of Search: 709/203, 709/219, 709/224, 705/14, 705/26, 705/27, 715/229, 715/744, 715/745, 715/749, 715/762, 715/962, 703/21, 703/22
• US Class Current: 709/203
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: H04L 67/01 Protocols
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/56 Provisioning of proxy services store-and-forward switching systems in data switching networks H04L12/54
• CPC Class Codes: Y10S 715/962 Operator interface for marketing or sales

Abstract

Performing A/B testing of content of a webpage includes selecting one of at least two different versions of the webpage to be displayed to a user through an interactive user interface (e.g., a web browser) based on an identification code, such as an Internet Protocol address or tracker identifier supplied by a cookie, associated with the user.

Claims

1. A method comprising:

receiving by one or more computer systems one or more requests for an electronic communication with the electronic communication including at least two different versions of the electronic communication;

for one of the received requests,

analyzing by the one or more computer systems an identification code included in the request to determine whether values for one or more bits in the identification code match one or more of a first value and a second, different value;

when the one or more bits of a request match the first value,

diverting by the one or more computer systems the request to a first internet address associated with the first version of the electronic communication

when the one or more bits of another one of the one or more requests match the second, different value;

diverting the another request to a second internet address associated with a second, different version of the electronic communication.

2. The method of claim 1, wherein the one or more computer systems comprise one or more first computer systems, and wherein the method further comprises:

causing one or more second computer systems to select the first version of the electronic communication from a plurality of versions of a web page.

3. The method of claim 1, wherein the identification code comprises an Internet Protocol address.

4. The method of claim 1, wherein the first version of the electronic communication and the second, different version of the electronic communication differ with respect to a visible interactive element.

5. The method of claim 1, wherein the identification code comprises at least a portion of an address associated with a user computer sending a request.

6. The method of claim 1, wherein the identification code comprises at least a portion of an address of a proxy computer sending a request on behalf of a user computer.

7. The method of claim 1, wherein the identification code comprises receiving a tracking code provided by a user computer to the one or more computer systems a server.

8. The method of claim 1, further comprising:

sending to a user computer a webpage comprising a script configured to cause the user computer to request, the first version of the electronic communication.

9. A non-transitory computer readable storage medium storing a computer program product, the computer program product comprising instructions for causing a processor to:

receive one or more requests for an electronic communication with the electronic communication including at least two different versions of the electronic communication;

for one of the received requests,

analyze an identification code included in the request to determine whether values for one or more bits in the identification code match one or more of a first value and a second, different value;

when the one or more bits of a request match the first value,

divert the request to a first internet address associated with the first version of the electronic communication;

when the one or more bits of another one of the one or more requests match the second, different value;

divert the another request to a second internet address associated with a second, different version of the electronic communication.

10. The computer readable storage medium of claim 9, wherein the computer program product further comprises instructions for causing the processor to:

cause one or more computer systems to select the first version of the electronic communication from a plurality of versions of a web page.

11. The computer readable storage medium of claim 9, wherein the identification code comprises an Internet Protocol address.

12. The computer readable storage medium of claim 9, wherein the first version of the electronic communication and the second, different version of the electronic communication differ with respect to a visible interactive element.

13. The computer readable storage medium of claim 9, wherein the identification code comprises at least a portion of an address associated with a user computer sending a request.

14. The computer readable storage medium of claim 9, wherein the identification code comprises at least a portion of an address of a proxy computer sending a request on behalf of a user computer.

15. The computer readable storage medium of claim 9, wherein the identification code comprises a tracking code provided by a user computer.

16. The computer readable storage medium of claim 9, wherein the computer program product further comprises instructions for causing the processor to:

send to a user computer a webpage comprising a script configured to cause the user computer to request the first version of the electronic communication.

17. A non-transitory computer system comprising:

a processor; and

a computer readable storage medium storing a computer program product, the computer program product comprising instructions for causing the processor to;

receive one or more requests for an electronic communication with the electronic communication including at least two different versions of the electronic communication;

for one of the received requests,

analyze an identification code included in the request to determine whether values for one or more bits in the identification code match one or more of a first value and a second, different value;

when the one or more bits of a request match the first value,

divert the request to a first internet address associated with the first version of the electronic communication;

when the one or more bits of another one of the one or more requests match the second, different value;

divert the another request to a second internet address associated with a second, different version of the electronic communication.

18. The computer system of claim 17, wherein the computer program product further comprises instructions for causing the processor to:

cause one or more computer systems to select the first version of the electronic communication from a plurality of versions of a web page.

19. The computer system of claim 17, wherein the identification code comprises an Internet Protocol address.

20. The computer system of claim 17, wherein the first version of the electronic communication and the second, different version of the electronic communication differ with respect to a visible interactive element.

21. The computer system of claim 17, wherein the identification code comprises at least a portion of an address associated with a user computer sending a request.

22. The computer system of claim 17, wherein the identification code comprises at least a portion of an address of a proxy computer sending a request on behalf of a user computer.

23. The computer system of claim 17, wherein the identification code comprises a tracking code provided by a user computer.

24. The computer system of claim 17, wherein the computer program product further comprises instructions for causing the processor to:

send to a user computer a webpage comprising a script configured to cause the user computer to request the first version of the electronic communication.