Dynamic reconfiguration of web pages based on user behavioral portrait

• US 8,719,105 B2
• Filed: 01/31/2008
• Issued: 05/06/2014
• Est. Priority Date: 02/01/2007
• Status: Active Grant

• Current Assignee: III Holdings 4, LLC
• Original Assignee: 7 Billion People Incorporated
• Inventors: Minnis, William Charles, Nagaitis, Mark, Pokorney, Trevor, Cowin, Richard, Gugliemetti, Brian, Miers, Steven, Schank, Eric
• Primary Examiner(s): Dunham, Jason
• Assistant Examiner(s): Civan, Ethan D
• Application Number:
  US12/012,522
• Publication Number:
  US 20080201242A1
• Time in Patent Office: 2,287 Days
• Field of Search: 705 26- 272
• US Class Current: 705/26.1
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0641 Shopping interfaces
• 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 is provided for determining a website user behavioral portrait based on navigation on the website and dynamically reconfiguring web pages based on those portraits. In accordance with the method, data relating to the progress of a user through a website is recorded, and an ongoing behavioral portrait of the user is built based on the data. The portrait is then used to dynamically reconfigure web content.

Claims

1. A non-transitory computer readable medium containing programming instructions, the execution of which, by one or more processors of a computer system, causes the one or more processors to carry out the steps of a method for dynamically reconfiguring web pages based on user behavioral portraits, the method comprising:

recording data relating to the navigation and search behavior of a user on a website, wherein said data includes items selected from the group consisting of the pages a user navigates, the items the user clicks on, search terms entered by the user, check-out information, pages abandoned by the user, and the selection of “

top 10”

items by the user;

building a behavioral portrait of the user by applying psychological portrait scoring to the data; and

dynamically reconfiguring web content based on the behavioral portrait.

2. The computer readable medium of claim 1, wherein dynamically reconfiguring web content includes at least one action selected from the group consisting of (a) changing the position at which content appears on a web page;

(b) highlighting content on a web page; and

(c) deemphasizing content on a web page.

3. The computer readable medium of claim 2, wherein highlighting content on a web page includes at least one action selected from the group consisting of (a) changing the font size of content on the web page;

(b) changing the font type of content on the web page; and

(c) changing the font color of content on the web page.

4. The computer readable medium of claim 2, wherein deemphasizing content on a web page includes at least one action selected from the group consisting of (a) moving content on the web page to a pull down menu;

and (b) moving content on the web page to a separate page accessible by a hotlink placed on the web page.

5. The computer readable medium of claim 1, wherein recording data includes at least one action selected from the group consisting of (a) recording selections made by the user;

(b) recording search entries made by the user;

(c) recording the amount of time the user spends on a web page; and

(d) recording the speed at which the user scrolls down a web page.

6. The computer readable medium of claim 1, further comprising:

passing the recorded data in real-time to data analysis software.

7. The computer readable medium of claim 1, wherein the behavioral portrait is built by utilizing an analysis software package to apply a psychological behavior model scoring system to each action taken by the user.

8. The computer readable medium of claim 7, wherein an existing portrait for the user is updated for each subsequent action the user takes.

9. The computer readable medium of claim 1, wherein the behavioral portrait is a numerical score derived from the user'"'"'s progress through the website.

10. The computer readable medium of claim 9, wherein the numerical score is derived through meta linguistic psychology.

11. The computer readable medium of claim 9, wherein the numerical score is determined by assigning weights to a user'"'"'s actions as the user navigates through the website.

12. The computer readable medium of claim 11, wherein the weights are based on possible actions that can be taken by a user as the user navigates through the website.

13. The computer readable medium of claim 12, wherein the user'"'"'s actions are weighted by category and lexical analysis.

14. The computer readable medium of claim 11, wherein the weights are reset to default values when the user portrait exhibits exceptional behavior.

15. The computer readable medium of claim 11, wherein the web content is dynamically reconfigured only when the weighting reaches a predefined tipping point.

16. The computer readable medium of claim 1, wherein the web pages are from an e-commerce web site, and wherein dynamically reconfiguring web content based on the behavioral portrait includes the application of psychological principles to the identification and accommodation of the user'"'"'s preferred purchase patterns.

17. The computer readable medium of claim 1, wherein the web pages are from an e-commerce web site, and wherein dynamically reconfiguring web content based on the behavioral portrait includes the application of psychological principles to ascertain reasons and motivations a user has to close a sale.

18. The computer readable medium of claim 1, wherein the behavioral portrait of the user is a psychological profile of the user as it pertains to the user'"'"'s preferred decision making process.

19. The computer readable medium of claim 1, wherein the behavioral portrait of the user is a psychological profile of the user as it pertains to the manner in which the user prefers to have information presented to them.

20. The computer readable medium of claim 1, wherein dynamically reconfiguring web content based on the behavioral portrait involves at least one action selected from the group consisting of (a) emphasizing information which is particularly relevant to the user'"'"'s state of mind;

and (b) de-emphasizing information which is of lesser relevance to the user'"'"'s current needs.

21. The computer readable medium of claim 1, wherein recording data relating to the progress of a user through a website is accomplished by imbedding Javascript on the pages of the website.

22. The computer readable medium of claim 1, wherein recording data relating to the progress of a user through a website is accomplished by imbedding Javascript in templates from which the pages of the website are derived.

23. The computer readable medium of claim 21, wherein the Javascript is adapted to categorize and tag actions of the user on the web page the Javascript is embedded in.

24. The computer readable medium of claim 1, further comprising:

using the behavioral portrait to determine how the user makes purchase decisions.

25. The computer readable medium of claim 1, further comprising:

using the behavioral portrait to determine at least one item selected from the group consisting of (a) the user'"'"'s motivations for making a purchase;

(b) how the user prefers to have information presented to them;

(c) when, in the lifecycle of a product, the user is most likely to make a purchase;

(d) the marketing messages and images most likely to appeal to the user; and

(e) the level of detail most appropriate for the user.

26. The computer readable medium of claim 1, wherein the website is an e-commerce website.

27. A non-transitory computer readable medium containing programming instructions, the execution of which, by one or more processors of a computer system, causes the one or more processors to carry out the steps of a method for developing user behavioral portraits, the method comprising:

recording data relating to the navigation and search behavior of a user on a website, wherein said data includes items selected from the group consisting of the pages a user navigates, the items the user clicks on, search terms entered by the user, check-out information, pages abandoned by the user, and the selection of “

top 10”

items by the user; and

building a behavioral portrait of the by applying psychological portrait scoring to the data.

28. The computer readable medium of claim 27, wherein the behavioral portrait of the user is updated in real-time as additional data is recorded.

29. A non-transitory computer readable medium containing programming instructions, the execution of which, by one or more processors of a computer system, causes the one or more processors to carry out the steps of a method for reconfiguring web pages, the method comprising:

providing a behavioral portrait of a user; and

dynamically reconfiguring web content based on the behavioral portrait;

wherein the behavioral portrait is built by applying psychological portrait scoring to each action taken by the user on a website, and wherein said actions include actions selected from the group consisting of the pages a user navigates, the items the user clicks on, search terms entered by the user, check-out information, pages abandoned by the user, and the selection of “

top 10”

items by the user.

30. The computer readable medium of claim 29, wherein the behavioral portrait is derived from data relating to the progress of a user through a website.

31. A non-transitory computer readable medium containing programming instructions, the execution of which, by one or more processors of a computer system, causes the one or more processors to carry out the steps of a method for providing customized web pages, the method comprising:

receiving a request for a web page from a client associated with a user;

modifying the requested web page in light of a behavioral portrait developed for the user; and

providing the modified web page to the user in place of the requested web page;

wherein the behavioral portrait is built by applying psychological portrait scoring to each action taken by the user on a website, and wherein said actions includes actions selected from the group consisting of the pages a user navigates, the items the user clicks on, search terms entered by the user, check-out information, pages abandoned by the user, and the selection of “

top 10”

items by the user.

32. The computer readable medium of claim 31, further comprising:

monitoring the online behavior of the user; and

developing a behavioral portrait for the user based on that behavior.

33. The computer readable medium of claim 32, wherein monitoring the online behavior of the user comprises providing the client with web pages having embedded therein software which captures data relating to the user'"'"'s online behavior.

34. The computer readable medium of claim 33, wherein the embedded software is JavaScript.

35. The computer readable medium of claim 33, wherein the captured data includes information relating to items selected from the group consisting of (a) items on a web page selected by the user;

(b) search terms entered by the user on a web page;

(c) context-sensitive mouse clicks;

(d) keyboard entries; and

(d) menu selections.

36. The computer readable medium of claim 32, wherein the behavioral portrait is built without resort to data obtained from a survey completed by the user.