Correlating web page visits and conversions with external references

• US 9,262,770 B2
• Filed: 03/06/2014
• Issued: 02/16/2016
• Est. Priority Date: 10/06/2009
• Status: Active Grant

• Current Assignee: Brightedge, Inc.
• Original Assignee: Brightedge Technologies Incorporated
• Inventors: Yu, Jimmy, Park, Lemuel S., Yip, Rolland
• Primary Examiner(s): NGUYEN, KIM T
• Application Number:
  US14/199,823
• Publication Number:
  US 20140188598A1
• Time in Patent Office: 712 Days
• Field of Search: 707/706, 707/748
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

Particular embodiments comprise a method for estimating the value of an organic marketing campaign. A computing device receives an identification of one or more entry pages associated with a website, as well as one or more keywords related to the entry pages. The computing device may determine conversion data, wherein the conversion data is based on traffic information identifying visits to at least one of the entry pages, and wherein the visits comprise organic referrals from a search engine. Using the keywords, the computing device may retrieve organic search results from the search engine, and then analyze the organic search results to determine rank positions of the entry pages. Finally, the computing device may identify a correlation between the rank positions of the entry pages, the conversion data, and the keywords.

Claims

1. A method for estimating the value of an organic marketing campaign, the method comprising:

receiving an identification of one or more entry pages associated with a website;

receiving one or more keywords related to the entry pages;

by a computing device, determining conversion data, wherein the conversion data is based on traffic information identifying visits to at least one of the entry pages, wherein the visits comprise organic referrals from a search engine, wherein the conversion data quantifies a plurality of conversions completed on the website as a result of the visits, and wherein each of the conversions comprises a predetermined desired action to be completed on the website;

by the computing device, retrieving, using the keywords, organic search results from the search engine;

by the computing device, analyzing the organic search results to determine rank positions of the entry pages; and

by the computing device, identifying a correlation between the rank positions of the entry pages, the conversion data, and the keywords, wherein the identifying comprises determining, for a particular entry page, that a change in the rank position of the particular entry page or a change in the keywords related to the particular entry page correlates with an increase in conversions completed on the website based on visits to the particular entry page.

2. The method of claim 1, wherein the conversions comprise:

a purchase made on the website, content posted on the website, or information submitted using a form on the website.

3. The method of claim 1, wherein the conversions comprise:

following a link on the website, selecting content on the website, or contacting a third party using contact information displayed on the website.

4. The method of claim 1, wherein the conversion data was provided by a third party system.

5. The method of claim 1, wherein the traffic information is provided by a third party system.

6. The method of claim 5, wherein the determining conversion data comprises computing the conversion data using the traffic information provided by the third party system.

7. The method of claim 1, wherein the identifying the correlation comprises determining, based on the traffic information, an amount of traffic to the entry pages or a number of web pages of the website that were loaded.

8. The method of claim 1, wherein the analyzing the organic search results to determine rank positions of the entry pages comprises:

determining that at least one of the entry pages is listed in the organic search results; and

determining where the at least one of the entry pages appears in the organic search results.

9. The method of claim 1, further comprising:

determining, based on the correlation, a monetary value of the conversions, wherein the monetary value comprises a total monetary value of the conversions, an average monetary value of the conversions, or a monetary value for each of the conversions.

10. The method of claim 9, wherein the monetary value of the conversions is determined as a result of a particular keyword search in a search engine.

11. The method of claim 1, further comprising:

determining, based on the correlation, a conversion trend, wherein the conversion trend is based on a number of the conversions over a specified time range.

12. The method of claim 1, further comprising:

determining, based on the correlation, a bounce rate, wherein the bounce rate is based on a number of the visits to at least one of the entry pages that do not result in any visits to other pages associated with the website.

13. One or more computer-readable non-transitory storage media embodying software comprising instructions operable when executed to:

receive an identification of one or more entry pages associated with a website;

receive one or more keywords related to the entry pages;

determine conversion data, wherein the conversion data quantifies a plurality of conversions completed on the website as a result of visits to at least one of the entry pages, wherein the visits comprise organic referrals from a search engine, wherein the conversion data quantifies a plurality of conversions completed on the website as a result of the visits, and wherein each of the conversions comprises a predetermined desired action to be completed on the website;

retrieve, using the keywords, organic search results from the search engine;

analyze the organic search results to determine rank positions of the entry pages; and

identify a correlation between the rank positions of the entry pages, the conversion data, and the keywords, wherein the identifying comprises determining, for a particular entry page, that a change in the rank position of the particular entry page or a change in the keywords related to the particular entry page correlates with an increase in conversions completed on the website based on visits to the particular entry page.

14. The media of claim 13, wherein the monetary value of each of the conversions is determined as a result of a particular keyword search in a search engine.

15. The media of claim 13, further comprising:

determining, based on the correlation, a conversion trend, wherein the conversion trend is based on a number of the conversions over a specified time range.

16. The media of claim 13, further comprising:

determining, based on the correlation, a bounce rate, wherein the bounce rate is based on a number of the visits to at least one of the entry pages that do not result in any visits to other pages associated with the website.

17. A system comprising:

one or more processors; and

a memory coupled to the processors comprising instructions executable by the processors, the processors being operable when executing the instructions to;

receive an identification of one or more entry pages associated with a website;

receive one or more keywords related to the entry pages;

determine conversion data, wherein the conversion data is based on traffic information identifying visits to at least one of the entry pages, wherein the visits comprise organic referrals from a search engine, wherein the conversion data quantifies a plurality of conversions completed on the website as a result of the visits, and wherein each of the conversions comprises a predetermined desired action to be completed on the website;

retrieve, using the keywords, organic search results from the search engine;

analyze the organic search results to determine rank positions of the entry pages; and

identify a correlation between the rank positions of the entry pages, the conversion data, and the keywords, wherein the identifying comprises determining, for a particular entry page, that a change in the rank position of the particular entry page or a change in the keywords related to the particular entry page correlates with an increase in conversions completed on the website based on visits to the particular entry page.

18. The system of claim 17, wherein the conversion data was provided by a third party system.

19. The system of claim 17, wherein the traffic information is provided by a third-party system.

20. The system of claim 19, wherein the determining conversion data comprises computing the conversion data using the traffic information provided by the third-party system.