Method and computer system for optimizing a link to a network page

• US 8,301,747 B2
• Filed: 11/16/2010
• Issued: 10/30/2012
• Est. Priority Date: 06/07/2003
• Status: Active Grant

• Current Assignee: Hurra Communications BV
• Original Assignee: Hurra Communcations GmbH
• Inventors: Schweier, René
• Primary Examiner(s): NGUYEN, THU HA T
• Application Number:
  US12/926,398
• Publication Number:
  US 20110087563A1
• Time in Patent Office: 714 Days
• Field of Search: 709/205, 709/223, 709/224, 709/245, 707/1, 707/2, 707/200, 707/797, 707/102, 705/10, 705/14.41, 705/27.1
• US Class Current: 709/223
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06F 40/134 Hyperlinking
• CPC Class Codes: G06F 40/143 Markup, e.g. Standard Generalized Markup Language [SGML] or Document Type Definition [DTD]
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0641 Shopping interfaces
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 69/329 in the application layer [OSI layer 7]

Abstract

To optimize a link (221) which refers to a first network page (11) of a first server (10a) and which is displayed on a second network page (21) of a second server (20), the link is automatically assessed in dependence on link (22) activation by a user (50), wherein the assessment is carried out in dependence on the frequency of activation of the link (22) by any user. A static link is examined in dependence on the assessment of the link as to whether the display of the link on the second network page (21) should be continued. A dynamic link, which is generated in dependence on at least one predeterminable parameter, is examined in dependence on the assessment of the link (22) as to whether the at least one or another predeterminable parameter should be changed.

Claims

1. A method for optimizing a link to a first network page of a first server, the link being associated with at least one of textual information or graphical information that is related to at least one of a product or a group of products being offered for purchase, the method comprising the steps of:

a) associating a user ID to each of a plurality of users, each user having received the link together with a second network page on a user'"'"'s client from a second server, the user ID being realized through a cookie generated by one of the servers and stored on the user'"'"'s client, the cookie containing information about the first network page, the second network page and/or the user;

b) determining a number of activations of the link per user for the plurality of users using information contained in the cookie stored on the user'"'"'s client;

c) assessing each user of the plurality of users with respect to at least one criteria, the criteria selected from the group consisting of how long the user is a customer to an online shop that is associated with the first server, a turnover generated by the user and a number of products ordered by the user from the online shop;

d) weighting the number of activations of the link per user for the plurality of users based on the results of step c);

e) assessing the link based on the weighted number of activations of the link determined in step d); and

f) determining, based on the results of step e), for future requests of the second network page by the user, at least one of how the link is to be displayed on the second network page, whether the link is to be displayed on the second network page at all and how at least one search term that is associated with the link or the product should be modified, in order to optimize the link by making it more interesting for the user.

2. The method of claim 1, wherein assessing the link is further based on a criteria describing an availability of a product that is associated with the link.

3. The method of claim 1, wherein assessing the link is further based on a criteria defining whether a product that is associated with the link is available as a special offer.

4. The method of claim 1, wherein assessing the link is further based on a criteria that is related to the product or the product group, wherein the criteria is provided by a merchandise information system.

5. The method of claim 1, wherein a result of assessing the link is a numerical value and optimization of the link is performed depending on a comparison of the numerical value to at least one threshold value.

6. The method of claim 1, wherein at least one of the steps of assessing the users, weighting the number of activations and assessing the link is performed by a third server.

7. The method of claim 1, wherein the second server is a search engine.

8. The method of claim 1, wherein a result of assessing the link is automatically stored to be retrievable by a system administrator.

9. A computer system having a computer readable storage device containing instructions for carrying out the method of claim 1.

10. A device for optimizing a link to a first network page of a first server, the link being associated with at least one of textual information or graphical information that is related to at least one of a product or a group of products being offered for purchase, the device comprising:

means for associating a user ID to each of a plurality of users, each user having received the link together with a second network page on a user'"'"'s client from a second server, the user ID being realized through a cookie generated by one of the servers and stored on the user'"'"'s client, the cookie containing information about the first network page, the second network page and/or the user;

means for determining a number of activations of the link per user for the plurality of users using information contained in the cookie stored on the user'"'"'s client;

means for assessing each user of the plurality of users with respect to at least one criteria, the criteria selected from the group consisting of how long the user is a customer to an online shop that is associated with the first server, a turnover generated by the user and a number of products ordered by the user from the online shop;

means for weighting the number of activations of the link per user for the plurality of users based on previous assessment of each user;

means for assessing the link based on a weighted number of activations of the link; and

means for determining, for future requests of the second network page by the user, at least one of how the link is to be displayed on the second network page, whether the link is to be displayed on the second network page at all and how at least one search term that is associated with the link or the product should be modified, in order to optimize the link by making it more interesting for the user.