Method of website optimisation

• US 8,595,691 B2
• Filed: 06/07/2010
• Issued: 11/26/2013
• Est. Priority Date: 06/05/2009
• Status: Active Grant

• Current Assignee: Maxymiser Ltd. (Oracle Corporation)
• Original Assignee: Maxymiser Ltd. (Oracle Corporation)
• Inventors: Ellen, Peter Bryan, Chub, Igor Volodymirovich, Berestova, Nadiya Olegivna
• Primary Examiner(s): Das, Chameli
• Application Number:
  US12/795,080
• Publication Number:
  US 20100313183A1
• Time in Patent Office: 1,268 Days
• Field of Search: None
• US Class Current: 717/106
• CPC Class Codes: G06F 8/30 Creation or generation of source code
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/146 Markers for unambiguous identification of a particular session, e.g. session cookie or URL-encoding
• CPC Class Codes: H04L 67/63 Routing a service request depending on the request content or context

Abstract

A website optimisation system is integrated with a website by applying generic code to the website, that being the only code needed to be applied to the native source code of the website to enable the website optimisation system to optimise the website by altering one or more of: the data, functions or content assets of web pages in the website. Integration can be achieved on a one-time basis. The generic code can be placed into a website'"'"'s page template or global page header, or manually to all pages in a website. The generic code can be just a single line of code, such as JAVASCRIPT code. The generic code remains the same irrespective of any differences in the data, functions or content assets of the web pages. The generic code includes code for all commands that enable tracking of the actions that relate to the optimisation objectives.

Claims

1. A method of website optimization, comprising the step of integrating a website optimization system with a website hosted on a computer by applying generic code to the website hosted on the computer, that being the only code needed to be applied to a native source code of the website hosted on the computer to enable the website optimization system to optimize a website by altering one or more of:

data, functions or content assets of web pages in the website, wherein;

for web pages that do not have a unique Universal Resource Locater (URL) string, virtual pages with assigned objects are added to a user interface with a mask in order to reproduce a virtual URL structure to identify a tested web page; and

these virtual pages are identified by code functions that analyze and identify the web page in real-time based on their unique combination of code assets, mappings are created and managed via systems interfaces, thereby removing the need to adjust any source code on the website.

2. The method of claim 1 in which integration is achieved on a one-time basis.

3. The method of claim 1 in which the generic code is placed into a website'"'"'s page template.

4. The method of claim 1 in which the generic code is placed into a website'"'"'s global page header.

5. The method of claim 1 in which the generic code is applied to all pages in a website.

6. The method of claim 1 in which the generic code is a single line of code.

7. The method of claim 1 in which the generic code is JAVASCRIPT code.

8. The method of claim 1 in which the generic code includes code for all commands that enable tracking of actions that relate to the optimization objectives.

9. The method of claim 1 in which the generic code initiates a process for all commands that enable content replacement, tracking of actions that relate to the optimization objectives, tracking of personal data, and browser cookie reading &

writing.

10. The method of claim 1 in which the website optimization system functions include:

injecting changing data, functions and content assets into each instance of a website browser application, and executing variations on a case by case basis by replacing data, functions or content that would otherwise be delivered into visitors'"'"' browser applications by websites standard native applications and networks.

11. The method of claim 1 in which the optimization system enables each visitor'"'"'s browser to load a controlled and changing array of assets without ongoing changes to the code contained in the website'"'"'s native architecture or each page'"'"'s source code.

12. The method of claim 1 in which the generic code remains the same irrespective of any differences in the data, functions or content assets of the web pages.

13. The method of claim 1 in which, for each web page where a unique URL, or unique code is present, the optimization system enables mapping those identifiers (i.e. the unique URL or unique code) to variations of data, functions or content assets to be inserted, in a web-based console.

14. The method of claim 1 in which the mappings are then delivered over a computer network to a content generator which is able to inject variations into web browser applications using calls to the source of new data, functions or content variant assets.

15. The method of claim 14 in which changes generated by one or more content generators can be viewed by specified viewer IP addresses or all of a website'"'"'s visitors.

16. The method of claim 1 in which the generic code links to a content generator in the website optimization system that is able to introduce variations of data, functions or content assets.

17. The method of claim 1 in which the content generator delivers content to the web page, executes any functions required, tracks actions to be optimized and captures any personal data from the website.

18. The method of claim 1 in which the generic code links to one or more on-screen consoles in the website optimization system, each on-screen console showing how content on a web page is mapped by a content generator.

19. The method of claim 18 in which the console enables an operator of the website optimization system to make changes to mappings and view changes to any of the data, functions or content assets of the website.

20. The method of claim 18 in which the console recognizes the area of content on a web page (or web pages) into which the content generator serves content variants.

21. The method of claim 18 in which the on-screen console recognizes the actions to be tracked and optimized.

22. The method of claim 18 in which the on-screen console recognizes data, including personal data, that is taken from the website.

23. The method of claim 18 in which the on-screen console enables a user to create and edit mappings of objects on the page, where a page can be uniquely identified.

24. The method of claim 1 in which a development environment provides one or more of:

restrictive access to changes, quality-control and secure code changes.

25. The method of claim 24 in which the development environment includes a separate content generator module which uses a secure link to manage code transfer to a content generator which executes code on live tests and campaigns.

26. The method of claim 1 in which content assets are stored on a distributed network of servers.

27. The method of claim 1 in which the effectiveness, as measured against appropriate metrics, of various permutations of data, function and /or content assets is established through real-time testing.

28. The method of claim 27 in which the real time testing measures actions completed between control groups.

29. The method of claim 1 in which real-time website optimization is achieved.

30. The method of claim 1 when used in a process for conversion management.

31. Computer software, stored on a non-transient computer readable medium, that when running on a website optimization system enables that system to perform the method of preceding claim 1.

32. A computer implemented website optimization system, in which the website optimization system is operable to integrate with a website hosted on a server by applying generic code to the website hosted on the server, that generic code including all code needed to enable the website optimization system to optimize website by altering one or more of:

data, functions or content assets of web pages in the website, wherein;

the server resides on a computer;

for web pages that do not have a unique Universal Resource Locater (URL) string, virtual pages with assigned objects are added to a user interface with a mask in order to reproduce a virtual URL structure to identify a tested web page; and

these virtual pages are identified by code functions that analyze and identify the web page in real-time based on their unique combination of code assets, mappings are created and managed via systems interfaces, thereby removing the need to adjust any source code on the website.

33. A server hosting a website, the website hosted on the server including generic code applied to the website hosted on the server, that being the only code needed to be applied to a native source code of the website hosted on the server to enable a website optimization system to optimize a website as displayed by a visitor'"'"'s browser application in communication with the server by altering one or more of:

data, functions or content assets of web pages in the website as displayed by the visitor'"'"'s browser application, wherein;

the server resides on a computer;

for web pages that do not have a unique Universal Resource Locater (URL) string, virtual pages with assigned objects are added to a user interface with a mask in order to reproduce a virtual URL structure to identify a tested web page; and

these virtual pages are identified by code functions that analyze and identify the web page in real-time based on their unique combination of code assets, mappings are created and managed via systems interfaces, thereby removing the need to adjust any source code on the website.

34. Computer terminal running a visitor'"'"'s browser application, the visitor'"'"'s browser application in communication with a server hosting a website, the website hosted on the server including generic code applied to the website hosted on the server, that being the only code needed to be applied to a native source code of the website hosted on the server to enable a website optimization system to optimize a website as displayed by the visitor'"'"'s browser application in communication with the server by altering one or more of:

data, functions or content assets of web pages in the website as displayed by the visitor'"'"'s browser application, wherein;

the server resides on a computer;

for web pages that do not have a unique Universal Resource Locater (URL) string, virtual pages with assigned objects are added to a user interface with a mask in order to reproduce a virtual URL structure to identify a tested web page; and

these virtual pages are identified by code functions that analyze and identify the web page in real-time based on their unique combination of code assets, mappings are created and managed via systems interfaces, thereby removing the need to adjust any source code on the website.