Dynamic reconfiguration of web pages based on user behavioral portrait

• US 9,785,966 B2
• Filed: 01/17/2014
• Issued: 10/10/2017
• Est. Priority Date: 02/01/2007
• Status: Active Grant

• Current Assignee: III Holdings 4, LLC
• Original Assignee: III Holdings 4, LLC
• Inventors: Minnis, William Charles, Nagaitis, Mark, Pokorney, Trevor, Cowin, Richard, Gugliemetti, Brian, Miers, Steven, Schank, Eric
• Primary Examiner(s): Civan, Ethan D
• Application Number:
  US14/158,028
• Publication Number:
  US 20140201038A1
• Time in Patent Office: 1,362 Days
• Field of Search: 705 261- 272
• 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 storing instructions that, in response to execution, cause a system including a processor to perform operations, comprising:

recording clickstream data associated with input received by the system from a device associated with an entity in connection with a navigation of a website by the entity;

building a behavioral portrait by generating respective scores for one or more psychological attributes based on employing a defined process on actions represented by the clickstream data, wherein the defined process comprises assigning respective weights to possible actions that are able to be taken during the navigation based on respective categories of the possible actions and respective lexical analyses of the possible actions, and wherein the actions represented by the clickstream data are a subset of the possible actions;

reconfiguring web content of the website based on the behavioral portrait resulting in reconfigured web content; and

transmitting at least a portion of the reconfigured web content to the device in connection with an additional navigation of the website by the entity.

2. The non-transitory computer readable medium of claim 1, wherein the reconfiguring the web content includes changing a position at which content of the web content appears on a web page of the website.

3. The non-transitory computer readable medium of claim 1, wherein the reconfiguring the web content includes at least one of highlighting content of the web content on a web page of the website or deemphasizing the content on the web page,

wherein the highlighting the content on the web page includes at least one of changing a font size of the content on the web page, changing a font type of the content on the web page, or changing a font color of the content on the web page, and

wherein the deemphasizing the content on the web page includes at least one of moving the content on the web page to a pull down menu or moving the content on the web page to a separate page accessible by a hotlink added to the web page.

4. The non-transitory computer readable medium of claim 1, wherein the recording the clickstream data includes at least one of recording a selection received via the navigation of the website, recording a search entry received via the navigation of the website, recording an amount of time the navigation takes place on a web page of the website, or recording a speed at which a scrolling down on the web page occurs.

5. The non-transitory computer readable medium of claim 1, wherein the clickstream data includes at least one of page data representing pages that were visited during the navigation or item data representing items that were clicked on during the navigation.

6. The non-transitory computer readable medium of claim 1, wherein, after the building the behavioral portrait, the behavioral portrait is updated for a subsequent action in additional recorded clickstream data associated with additional input received by the system from the device in connection with the additional navigation by the entity.

7. The non-transitory computer readable medium of claim 1, wherein the building the behavioral portrait comprises building the behavioral portrait without processing demographic data determined to be related to the entity.

8. The non-transitory computer readable medium of claim 1, wherein the generating the respective scores comprises assigning additional weights to the respective scores based on historical behavioral data associated with behaviors of the entity.

9. The non-transitory computer readable medium of claim 1, wherein the defined process further comprises a mapping of the possible actions to scoring rules of a knowledge base.

10. The non-transitory computer readable medium of claim 1, wherein the reconfiguring the web content of the website based on the behavioral portrait comprises reconfiguring the web content based only on psychological attributes of the behavioral portrait having respective scores that meet a defined threshold.

11. The non-transitory computer readable medium of claim 1, wherein the weights are reset to default values in response to the behavioral portrait exhibiting a defined exceptional behavior.

12. The non-transitory computer readable medium of claim 1, wherein the website is an ecommerce website, and wherein the reconfiguring the web content based on the behavioral portrait includes applying psychological principles to identify and accommodate a purchase pattern determined to be associated with the navigation.

13. The non-transitory computer readable medium of claim 1, wherein the website is ecommerce website, and wherein the reconfiguring the web content based on the behavioral portrait includes applying psychological principles to ascertain a motivation to close a sale associated with the navigation.

14. The non-transitory computer readable medium of claim 1, wherein the behavioral portrait is a psychological profile relating to a manner with which information relating to the web content of the website is presented.

15. The non-transitory computer readable medium of claim 1, wherein the reconfiguring the web content based on the behavioral portrait comprises at least one of emphasizing information of the web content determined to be relevant to a state of mind associated with the navigation or de-emphasizing other information of the web content determined to be of lesser relevance than the information.

16. The non-transitory computer readable medium of claim 1, wherein the recording the clickstream data includes embedding Javascript in pages of the website or in templates from which the pages of the website are derived, and wherein the Javascript is configured to categorize and tag the respective actions during the navigation of the pages.

17. The non-transitory computer readable medium of claim 1, wherein the operations further comprise:

using the behavioral portrait to determine at least one of a motivation for making a purchase during the navigation, a preference for how information of the web content is presented during the navigation, when, in a lifecycle of a product, a purchase is of threshold likelihood to occur, a marketing message or image determined to be of threshold appeal during the navigation, or a level of detail determined to be appropriate for the navigation.

18. The non-transitory computer readable medium of claim 1, wherein the website is an e-commerce website, and wherein the navigation comprises an anonymous navigation in connection with which an identity of the entity is not able to be determined.

19. A method, comprising:

generating, by a system comprising a processor, respective scores for one or more psychological attributes based on employing a defined function on actions in clickstream data, wherein the clickstream data is associated with input received by the system in connection with navigation of a website associated with an identity, wherein the defined function comprises assigning respective weights to possible actions that are able to be taken during the navigation based on respective categories of the possible actions and respective lexical analyses of the possible actions, and the actions represented by the clickstream data are a subset of the possible actions;

determining, by the system, a behavioral portrait of the identity based on the respective scores for the one or more psychological attributes;

reconfiguring the web content based on the behavioral portrait resulting in reconfigured web content; and

transmitting at least a portion of the reconfigured web content to the device in connection with additional navigation of the website associated with the identity.

24. The method of claim 19, wherein the behavioral portrait is determined without resort to:

data obtained from a survey determined to have been completed by the identity, information determined to have been related to the identity from before the navigation of the website, or demographic information related to the identity from before the behavioral portrait is determined.

20. A system, comprising:

a processor; and

a memory communicatively coupled to the processor, the memory having stored therein computer-executable instructions, comprising;

a customer portrait engine configured to;

record clickstream data associated with input received by the system in connection with a navigation of a website by an identity;

build a behavioral portrait by generation of respective scores for one or more psychological attributes based on employing a defined process on actions represented by the clickstream data, wherein the defined process comprises assignment of respective weights to possible actions that are able to be taken during the navigation based on respective categories of the possible actions and respective lexical analyses of the possible actions, and the actions represented by the clickstream data are a subset of the possible actions;

receive a request for a web page of the website from a device;

modify the web page based at least in part on the behavioral portrait to generate a modified web page; and

transmit the modified web page to the device in place of the web page.

21. The system of claim 20, wherein the customer portrait engine is further configured to update the behavioral portrait for the identity for a subsequent action taking during additional navigation of the website associated with the identity.

22. The system of claim 20, wherein the customer portrait engine is further configured to assign additional weights to the respective scores based upon historical data associated with a behavior of the identity.

23. The system of claim 20, wherein the actions include information relating to at least one of selected items on the website, search terms entered on the website, context-sensitive mouse clicks received via the website, keyboard entries received via the website, or menu selections received via the website.