Web page associated with a node in a website traffic pattern

• US 8,543,900 B1
• Filed: 01/11/2012
• Issued: 09/24/2013
• Est. Priority Date: 01/11/2012
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Kent, James
• Primary Examiner(s): Hutton, Jr., Doug
• Assistant Examiner(s): DYER, ANDREW R
• Application Number:
  US13/348,553
• Time in Patent Office: 622 Days
• Field of Search: 715/205, 715/206, 705/7.11, 705/7.12, 705/7.22, 705/7.26, 705/7.27, 705/14.43, 705/14.45, 705/14.6, 709223-226, 717/124
• US Class Current: 715/205
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

A method of improving a traffic pattern through web page nodes of a website is provided, including selecting web page nodes. The traffic pattern includes a sequence of nodes. Each node represents a first page having a link to a second page in a subsequent node. A visitor to a node prior to a conversion node either navigates to a subsequent node or fails to progress to a subsequent node. The method also includes, for each web page, identifying display elements on the web page node that are associated with a decreased probability that the user progresses through the traffic pattern to a subsequent web page node in the predetermined traffic pattern, determining a metric representing an impact on a conversion attributable to the display elements, ranking the plurality of web page nodes based on the metrics for each web page node.

Claims

1. A method of improving a traffic pattern through web page nodes of a website, the method comprising:

receiving, at a processor, the traffic pattern, the traffic pattern including a plurality of web page nodes and a goal web page node, the traffic pattern including a predetermined sequence beginning with a first web page node of the plurality of web page nodes and ending with the goal web page node,

wherein each web page node of the plurality of web page nodes is associated with a first web page having a link to a second web page, wherein the second web page is associated with a web page node of the plurality of web page nodes of the traffic pattern that is subsequent to the web page node associated with the first web page in the predetermined sequence;

for each web page node of the plurality of web page nodes;

receiving, at the processor, data indicative of a web page associated with the each web page node,

identifying, using the processor, a display element of the web page associated with the each web page node that is associated with a decreased probability that the user progresses from the web page associated with the each web page node to a subsequent web page associated with a subsequent web page node according to the predetermined sequence of the traffic pattern, and

determining, using the processor, a metric for the each web page node representing an impact on a conversion attributable to the display element, wherein the conversion is associated with the goal web page node;

ranking, using the processor, the plurality of web page nodes based on the determined metric for each web page node;

storing, in a non-transitory computer-readable medium, information about the ranking;

selecting a web page node of the plurality of web page nodes of the traffic pattern to improve; and

modifying a display element of a web page associated with the selected web page node to increase a probability that a visitor to the web page node will progress to the subsequent web page node of the traffic pattern.

2. The method according to claim 1, wherein identifying the display element is performed based on an expected change in a conversion rate of the traffic pattern associated with modifying the display element, wherein the expected conversion rate represents a probability that a visitor to the web page node will progress to the goal web page node of the traffic pattern.

3. The method according to claim 1, wherein the selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is a ratio of a first number of links that navigate out of the traffic pattern to a second number of links that progress through the traffic pattern according to the predetermined sequence.

4. The method according to claim 1, wherein the selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is representative of an amount of content on a web page associated with the web page node that is relevant to the goal web page node of the traffic pattern.

5. The method according to claim 1, wherein the selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is an expected dollar impact associated with increasing a probability that a visitor to the web page node will progress to a subsequent web page node of the traffic pattern.

6. The method according to claim 1, wherein the selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is based, at least in part, on empirically observed data relating to percentages of visitors to the plurality of web page nodes of the traffic pattern who progress through the traffic pattern to a subsequent web page node of the traffic pattern.

7. The method according to claim 1, wherein the selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is a percentage of space on a web page associated with the web page node that is associated with content that is relevant to the goal web page node of the traffic pattern.

8. A non-transitory computer-readable medium, having machine instructions stored therein, the instructions being executable by one or more processors to cause the one or more processors to perform operations comprising:

receiving a traffic pattern, the traffic pattern including a plurality of web page nodes and a goal web page node, the traffic pattern including a predetermined sequence beginning with a first web page node of the plurality of web page nodes and ending with the goal web page node,

wherein each web page node of the plurality of web page nodes is associated with a first web page having a link to a second web page, wherein the second web page is associated with a web page node of the plurality of web page nodes of the traffic pattern that is subsequent to the web page node associated with the first web page in the predetermined sequence;

for each web page node of the plurality of web page nodes;

receiving data indicative of a web page associated with the each web page node,

determining a first number of display elements of the web page that link to a subsequent web page associated with a subsequent web page node according to the predetermined sequence of the traffic pattern,

determining a total number of display elements of the web page that link to other web pages,

determining a ratio of the first number of display elements to the total number of display elements,

identifying a display element of the web page associated with the each web page node that is associated with a decreased probability that the user progresses from the web page associated with the each web page node to a subsequent web page associated with a subsequent web page node according to the predetermined sequence of the traffic pattern;

determining a metric for the each web page node representing an impact on a conversion attributable to the display element and based, at least in part, on the determined ratio, wherein the conversion is associated with the goal web page node;

ranking the plurality of web page nodes based on the determined metric for each web page node;

storing information about the ranking;

selecting a web page node of the plurality of web page nodes of the traffic pattern to improve; and

modifying a display element of the web page associated with the web page node to increase a probability that a visitor to the web page node will progress to a subsequent web page node of the traffic pattern.

9. The non-transitory computer-readable medium according to claim 8, wherein identifying the display element is further performed based on an expected change in a conversion rate of the traffic pattern associated with modifying the display element, wherein the expected conversion rate represents a probability that a visitor to the web page node will progress to the goal web page node of the traffic pattern.

10. The non-transitory computer-readable medium according to claim 8, wherein selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined ratio.

11. The non-transitory computer-readable medium according to claim 8, wherein selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is representative of an amount of content on a web page associated with the web page node is relevant to the goal web page node of the traffic pattern.

12. The non-transitory computer-readable medium according to claim 8, wherein selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is an expected dollar impact associated with increasing a probability that a visitor to the web page node will progress to a subsequent web page node of the traffic pattern.

13. The non-transitory computer-readable medium according to claim 8, wherein selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is based, at least in part, on empirically observed data relating to percentages of visitors to the plurality of web page nodes of the traffic pattern who progress through the traffic pattern to a subsequent web page node of the traffic pattern.

14. The non-transitory computer-readable medium according to claim 8, wherein selecting a web page node of the plurality of web page nodes of the traffic pattern to improve is based on the determined metric, wherein the determined metric is a percentage of space on a web page associated with the web page node that is associated with content that is relevant to the goal web page node of the traffic pattern.

15. A system for improving a traffic pattern through web page nodes of a website, the system comprising:

a processor;

a memory; and

a communication interface, in communication with the memory and configured to transmit data between the memory and the processor, wherein the processor is configured to process instructions to;

receive the traffic pattern, the traffic pattern including a plurality of web page nodes and a goal web page node, the traffic pattern including a predetermined sequence beginning with a first web page node of the plurality of web page nodes and ending with the goal web page node,

wherein each web page node of the plurality of web page nodes is associated with a first web page having a link to a second web page, wherein the second web page is associated with a web page node of the plurality of web page nodes of the traffic pattern that is subsequent to the web page node associated with the first web page in the predetermined sequence,

for each web page node of the plurality of web page nodes;

receive data indicative of a web page associated with the each web page node,

identify a display element of the web page associated with the each web page node that is associated with a decreased probability that the user progresses from the web page associated with the each web page node to a subsequent web page associated with a subsequent web page node according to the predetermined sequence of the traffic pattern, and

determine a metric for the each web page node representing an impact on a conversion attributable to the display element, wherein the conversion is associated with the goal web page node,

rank the plurality of web page nodes based on the determined metric for each web page node,

select a web page node of the plurality of web page nodes of the traffic pattern to improve based on the ranking of the plurality of web page nodes, and

modify a display element of a web page associated with the selected web page node to increase a probability that a visitor to the web page node will progress to the subsequent web page node of the traffic pattern.

16. The system according to claim 15, wherein identifying the display element is performed based on an expected change in a conversion rate of the traffic pattern associated with modifying the display element, wherein the expected conversion rate represents a probability that a visitor to the web page node will progress to the goal web page node of the traffic pattern.

17. The system according to claim 15, wherein the determined metric is a ratio of a first number of links that navigate out of the traffic pattern to a second number of links that progress through the traffic pattern according to the predetermined sequence.

18. The system according to claim 15, wherein the determined metric is representative of an amount of content a web page associated with the web page node is relevant to the goal web page node of the traffic pattern.

19. The system according to claim 15, wherein the determined metric is an expected dollar impact associated with increasing a probability that a visitor to the web page node will progress to a subsequent web page node of the traffic pattern.

20. The system according to claim 15, wherein the determined metric is based, at least in part, on empirically observed data relating to percentages of visitors to the plurality of web page nodes of the traffic pattern who progress through the traffic pattern to a subsequent web page node of the traffic pattern.

21. The system according to claim 15, wherein the determined metric a percentage of space on a web page associated with the web page node that is associated with content that is relevant to the goal web page node of the traffic pattern.