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`IIIII IIIIIIII NI 11111111111F11!11111,1111111I IIIII 1010111111111111
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`(19) United States
`(12) Patent Application Publication (10) Pub. No.: US 2003/0115333 Al
`Jun. 19, 2003
`Cohen et al.
`(43) Pub. Date:
`
`(54) SYSTEM AND METHOD FOR ANALYZING
`SYSTEM VISITOR ACTIVITIES
`
`(76)
`
`Inventors: Tal Cohen, Tucker, GA (US); Nissim
`Harel, Tucker, GA (US); Dean
`Jerding, Roswell, GA (US); Ami
`Feinstein, Decatur, GA (US)
`
`Correspondence Address:
`TROUTMAN SANDERS LLP
`BANK OF AMERICA PLAZA, SUITE 5200
`600 PEACHTREE STREET , NE
`ATLANTA, GA 30308-2216 (US)
`
`(21) Appl. No.:
`
`10/190,313
`
`(22) Filed:
`
`Jul. 5, 2002
`
`Related U.S. Application Data
`
`(60) Provisional application No. 60/303,683, filed on Jul.
`6, 2001.
`
`Publication Classification
`
`(51) Int. C1.7
`(52) U.S. Cl.
`
`GO6F 15/16; G06F 9/00
`709/227; 709/100; 709/218
`
`(57)
`
`ABSTRACT
`
`A method of analysis of the performance of defined visitor
`tasks at a host's web site. Tasks are defined a sequence of
`web pages with which the host wishes the visitor to view or
`interact. The method allows a given task to be provided,
`compares the desired task to current visitor behavior to
`determine frequency, manner and completion of the task and
`analyzes the task-related information for anomalies and
`trends in the completion, or lack thereof, of the desired tasks.
`
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`Patent Application Publication
`
`Jun. 19, 2003 Sheet 1 of 16
`
`US 2003/0115333 Al
`
`;7.1 New CluckFom Visitor Task
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`Patent Application Publication
`
`Jun. 19, 2003 Sheet 2 of 16
`
`US 2003/0115333 Al
`
`C.J New ClickFox Visitor Task.
`
`• Enter task name: index-products
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`Create the new visitor task using one Ville following:
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`wn New ClickFox Visitor Task: index-products
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`Avisitor task consists of a sequence2of pages Each step in the segiience can be clefineclas a single page or
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`Select and add the page or set of pages to step
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`Available Pages
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`Patent Application Publication
`
`Jun. 19, 2003 Sheet 3 of 16
`
`US 2003/0115333 Al
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`07t New ClickFox Visitor Task
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`Patent Application Publication
`
`Jun. 19, 2003 Sheet 4 of 16
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`US 2003/0115333 Al
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`Patent Application Publication
`
`Jun. 19, 2003 Sheet 5 of 16
`
`US 2003/0115333 Al
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`Patent Application Publication
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`Jun. 19, 2003 Sheet 6 of 16
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`US 2003/0115333 Al
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`Patent Application Publication
`
`Jun. 19, 2003 Sheet 7 of 16
`
`US 2003/0115333 Al
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`. File Edit' vieW "Report Task Tools Help
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`Content Square 1008 Content Square v Medallia Inc. IPR2022-00316
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`

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`Patent Application Publication
`
`Jun. 19, 2003 Sheet 8 of 16
`
`US 2003/0115333 Al
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`Content Square 1008 Content Square v Medallia Inc. IPR2022-00316
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`

`

`Patent Application Publication
`
`Jun. 19, 2003 Sheet 9 of 16
`
`US 2003/0115333 Al
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`Patent Application Publication
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`Jun. 19, 2003 Sheet 10 of 16 US 2003/0115333 Al
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`Content Square 1008 Content Square v Medallia Inc. IPR2022-00316
`
`

`

`Patent Application Publication
`
`Jun. 19, 2003 Sheet 11 of 16 US 2003/0115333 Al
`
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`
`

`

`Patent Application Publication
`
`Jun. 19, 2003 Sheet 12 of 16 US 2003/0115333 Al
`
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`
`visits that completed task
`
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`Avg clicks to complete task
`
`Task efficiency'
`Avg time to complete task
`
`Ylsilor Task Statiotiug
`
`Incoming Visitors
`completed first in vsit
`2698 .Task
`Avg page views before start task -
`617.
`Avg time,before start task-
`(32 9%),
`2447,
`Incoming links. -
`Top 3 Referring, Pages (hits)
`06 0%t
`1) {out of site) (590)
`MB .
`(24.4%)' 2) SalesMktg (4)
`1 1. 3ydeploymerd (4)
`
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`I
`= .
`590 Task completed last in visit-
`1.0 Avg page views after first completion'
`0.00 03 Avg time after first completion
` 40 Outgoing links.
`, Top 3 Next Pages (hits).
` 1) ProdMgmtDevelopmt (141)
`' 2) SalesMktg (137)
`3) deployment (124)
`
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`0.0216'
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`(% of started) ,
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`(% of started) [% of step]
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`(% of started) [% of step] ,
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`
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`
`

`

`Patent Application Publication
`
`Jun. 19, 2003 Sheet 13 of 16 US 2003/0115333 Al
`
`My Report index-company-employmenttl. ("fiT20JQ1 t
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`
`Content Square 1008 Content Square v Medallia Inc. IPR2022-00316
`
`Sli
`

`

`Patent Application Publication
`
`Jun. 19, 2003 Sheet 14 of 16 US 2003/0115333 Al
`
`File Edit View Report Task Tools Help
`
`O ig 147
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`Help
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`elq37..4
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`My leport index-company-employment 4 (6/23101 5'21 PM)
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`UMMARY
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`VISITOR TASK
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`Site Nap P
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`LW.: Display Dom nant Path
`
`DorrIna , t
`Path.
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`
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`
`to
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`2
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`
`36
`301
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`14n
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`Hits
`
`38
`315
`1630
`147
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`lick in
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`aware
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`away %
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`94 7
`95 6
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`
`Content Square 1008 Content Square v Medallia Inc. IPR2022-00316
`
`

`

`Patent Application Publication
`
`Jun. 19, 2003 Sheet 15 of 16 US 2003/0115333 Al
`
`'mew
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`FIG. 19
`
`Content Square 1008 Content Square v Medallia Inc. IPR2022-00316
`
`

`

`Patent Application Publication
`
`Jun. 19, 2003 Sheet 16 of 16 US 2003/0115333 Al
`
`Original Image
`
`(m,n)
`
`M
`
`ural
`
`J
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`x =
`y= n / N*
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`
`(ceil(x),floor(y))
`
`FIG. 20
`
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`
`

`

`US 2003/0115333 Al
`
`1
`
`Jun. 19, 2003
`
`SYSTEM AND METHOD FOR ANALYZING
`SYSTEM VISITOR ACTIVITIES
`
`RELATED APPLICATION
`
`[0001] This application claims priority based on Provi-
`sional Patent Application No. 60/303,683 filed Jul. 6, 2001
`and entitled "System And Method For Analyzing Web Site
`Visitor Activities And Customizing Web Pages".
`
`FIELD OF THE INVENTION
`
`[0002] This invention provides a unique system and
`method for analyzing a visitor's performance of tasks of a
`system, preferably web site visitor's performance of task,
`comparing expected visitor behavior with observed visitor
`behavior, and discovering anomalies or trends in the visi-
`tor's behavior. The discoveries can be used to alter the web
`site structure to better facilitate visitor tasks. The invention
`can be applied to user interactions with systems that can be
`characterized and recorded as a sequence of steps.
`
`BACKGROUND OF THE INVENTION
`
`[0003] When an entity (the "host") constructs a World
`Wide Web (the "web") site or application (hereafter "site"),
`it typically seeks to structure the web site in a manner that
`allows the web site visitor (the "visitor") to perform certain
`tasks in connection with the web site. These tasks generally
`comprise visitor interactions with a particular sequence of
`web pages via a user-interface such as in a web browser
`application. Because the web offers a freedom of choice to
`the visitor to leave the web site at any time and travel
`instantaneously to a competing web site, it behooves the host
`to design the site to afford the goals of the visitor as
`efficiently as possible.
`
`[0004] The majority of visitors to a web site have a
`particular goal in mind. The business effectiveness of the
`web site can be measured by how efficiently it allows the
`visitors to accomplish their goals. Web sites that don't
`communicate to visitors what can be done at the site and
`how will not succeed in retaining visitors. Moreover, the
`goals of the site as set forth by the designers often do not
`match the goals of the site visitors. Understanding what the
`visitors are doing and how they are doing it is necessary for
`maximizing the business effectiveness of a web site.
`
`If the visitor completes their task(s) in a lengthy or
`[0005]
`roundabout manner, or cannot complete the expected or
`desired task(s), or attempts to perform different tasks than
`the site designer expected, then the host would benefit from
`a tool to evaluate the anomalies or trends in the visitor's
`behavior. Through the host obtaining such information, the
`host could then modify the web site in order to increase the
`likelihood that the visitor completes the tasks for which the
`web site was intended and that the web site facilitates the
`visitor's desired task(s). The host could also use the infor-
`mation for a wide range of other purposes, such as reducing
`the cost of maintaining the web site, directing marketing
`campaigns, etc.
`
`[0006] Although there currently exists a manner to cus-
`tomize a web site by tracking visitor behavior, described in
`detail in Applicant's United States patent application entitled
`"System and Method for Providing Customized Web
`Pages", herein incorporated by reference, there is a tremen-
`
`dous benefit in having the ability to track and analyze the
`performance of certain defined tasks. These tasks can be
`known to the site host because the site was designed to
`facilitate such tasks, or be uncovered by analyzing visitor
`interaction with the web site. Current web site log analysis
`tools count the most common paths visitors took through the
`site, but these paths are typically the home page, the home
`page plus the second most visited page, the home page plus
`the third most visited page, etc. The paths don't have any
`inherent relevance to the visitor tasks the web site was
`designed to support, and the tools don't provide any insight
`into how the visitors performed variations on, entry and exit
`to, etc. a particular common path.
`
`[0007] Consequently, a system and method are needed that
`allows an expected visitor task to be defined in the context
`of the site, and that analyzes observed visitor behavior to
`identify which visitors performed what parts of the task,
`when and how. Further, a system is needed that presents the
`relevant task performance information in a meaningful and
`comprehensible manner, providing recommendations that
`can be acted upon by the host to improve the web site.
`Armed with this knowledge and recommendations to change
`the web site from the system, the host can make decisions
`about how to change the web site to better facilitate visitor
`tasks and to better facilitate the tasks for which the site was
`designed.
`
`BRIEF SUMMARY OF INVENTION
`
`[0008] Briefly described, the present invention is an inno-
`vative task analyzer of user interaction with a system. The
`present invention in its preferred form allows for the analy-
`sis of the performance of defined visitor tasks in a web site.
`Tasks can be defined as a sequence of web pages with which
`the host wishes or expects the visitor to view or interact. For
`example, a task can comprise a visitor viewing one or more
`web pages Al through A9 that contain a product that is for
`sale, and then proceeding to a shopping cart web page Sl,
`and then finally to a payment web page Pl. Under this
`example, the task would comprise three steps: (any of
`Al-A9), Sl and Pl. Another example might be a task that
`comprises of visiting the home page Hl, and the employ-
`ment page El.
`
`In a preferred embodiment described herein, the
`[0009]
`certain aspects of this invention are implemented in com-
`puter software (hereafter "software") including both inno-
`vative analytic aspects and innovative presentation aspects
`via a graphical user-interface. The software allows the user
`to define the desired tasks or the software can provide the
`defined tasks itself based on an analysis of actual visitor
`behavior and settings provided by the user. Once the tasks
`are defined, the software examines a web site and its logs or
`other recordings of visitor interaction to determine the
`occurrences of the task, when and how much of the task was
`completed and by whom, and whether visitors complete
`such tasks directly or indirectly. The user of the software can
`focus the software's analysis by supplying several task
`analysis parameters, such as the manner and frequency of
`
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`
`

`

`US 2003/0115333 Al
`
`Jun. 19, 2003
`
`2
`
`task completion on which the user wishes to focus. The
`software's examination of the web site visitor activity also
`generates other information about the task(s) such as path
`statistics or information on related or similar tasks. Once
`data on the visitors completion of a task is generated, the
`software then applies various algorithms to the data to
`compile a list of anomalies or trends that appear in comple-
`tion of each task. Based on these anomalies and trends, the
`computer software generates a list of recommendations for
`modification of the web site to better facilitate visitor's
`performance of the task(s). The task performance data and
`recommendations are then presented to the user of the
`software in an interactive visual user-interface. Examination
`of the visual displays create further knowledge and hypoth-
`eses about why the visitors behave the way they do and how
`the web site can be improved. The software can then
`generate changes to the web site based on these recommen-
`dations or the host can use these recommendations for the
`host's own modifications of the web site or as a basis for the
`host's web site related decisions.
`
`[0010] Another embodiment of the invention applies to the
`Interactive Voice Response (hereafter "IVR") domain,
`where the system is an IVR application and the visitors
`interact with the system via audio prompts and responses.
`Such a system has a similar structure of steps or states of
`interaction that are linked to other steps or states via the
`programming of the IVR system, just as a web site consists
`of several steps or pages that are hyper-linked based on the
`design of the web site. The software for this embodiment of
`the invention allows tasks to be defined based on the audio
`forms and prompts, and analyzes the interaction of the
`visitor with the IVR system to determine how such tasks are
`performed.
`
`[0011] As such this invention is capable of analyzing task
`performance for any system providing a user interface, with
`which a user interacts in a sequence of steps or states that can
`be recorded for analysis.
`
`[0012] These and other objects, features and advantages of
`the present invention will become more apparent upon
`reading the following specification in conjunction with the
`accompanying drawings.
`
`BRIEF DESCRIPTION OF THE FIGURES
`
`[0013] FIG. 1 is a new task dialog allowing the user to
`create a new task using either the Task Editor or the Task
`Wizard, set to create a task using the Task Editor.
`
`[0014] FIG. 2 is an application with main menu, toolbar,
`report label and menu, Site Map viewer, and Task Editor
`display at bottom.
`
`[0015] FIG. 3 is a new task dialog to create a task using
`the Task Wizard.
`
`[0016] FIG. 4 is a Task Wizard panel to define a task step
`by adding pages.
`
`[0017] FIG. 5 is a Task Wizard panel prompting if another
`step is to be added.
`
`[0018] FIG. 6 is a Task Wizard final panel.
`
`[0019] FIG. 7 is a New Report Dialog to define a report
`with various task analysis parameters and visit filtering.
`
`[0020] FIG. 8 is an Edit Visit Filter Settings dialog
`showing task visit filter tab panel selected.
`
`[0021] FIG. 9 is an Add Task Filter to the task visit filter
`panel of the Edit Visit Filter Settings.
`
`[0022] FIG. 10 is an application showing the Report
`Summary for a particular report including visitor site traffic
`and visitor task results.
`
`[0023] FIG. 11 is an application showing Task Overview
`for a particular report showing task flow, task statistics,
`dominant task paths, and related tasks FIG. 12 is an appli-
`cation showing Task Flow with Departures for Step 2 for a
`particular report.
`
`[0024] FIG. 13 is an application showing Task Flow with
`Visitor Insight in the visitors category for Step 2, for a
`particular report.
`
`[0025] FIG. 14 is an application showing the Task Domi-
`nant Path display for a particular report.
`
`[0026] FIG. 15 is an application showing the Task Statis-
`tics display for a particular report.
`
`[0027] FIG. 16 is an application showing Site Map with
`Site Navigator global view in upper right for a particular
`report.
`
`[0028] FIG. 17 is a Site Map with Link Display set to
`Dominant Path and Dominant Path control in upper left for
`a particular report.
`
`[0029] FIG. 18 is a Visit Tracker display of a set of visits
`to a web site for a particular report.
`
`[0030] FIG. 19 is an Example Information Mural of a set
`of visits to a web site.
`
`[0031] FIG. 20 is an Information Mural information com-
`pression technique.
`
`DETAILED DESCRIPTION OF A PREFERRED
`EMBODIMENT
`
`[0032] The present invention is an innovative task ana-
`lyzer of user interaction with a subject system. The invention
`in its preferred form allows for the analysis of the perfor-
`mance of defined visitor tasks in a web site. The present
`invention is a system and method comprising the following
`steps: defining a task as at least one step of interaction with
`the subject system, providing task analysis parameters,
`determining from the interactions with the subject system
`the performance of the task according to the task analysis
`parameters, generating data regarding the performance of
`the task and recommendations for improving the subject
`system to better afford the task completion, and presenting
`the data via an interactive graphical user-interface. Prefer-
`ably, the invention analyzes the tasks performed by web site
`visitors to a web site, where the steps are web site pages.
`
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`

`

`US 2003/0115333 Al
`
`Jun. 19, 2003
`
`3
`
`TABLE 1
`
`Click-away
`
`Click-in
`
`Next
`Page
`
`Referral
`Session
`
`Site
`
`Site Project
`
`Task
`
`Task Step
`
`Visit
`
`The act of a visitor leaving a site. Counted for the last step in a session of
`interaction with a system.
`The act of a visitor entering a site. Counted for the first step in a session of
`interaction with a system.
`The next page after a page or task or task step, depending on the context.
`A document or content in a web site, as experienced by a web site visitor via
`their web browser. A web page. Generally applied to describe a state the
`user experiences in the interaction with a system.
`The page before a page or task or task step, depending on the context.
`A sequence of pages, or steps, that a unique site visitor visited without a large
`time gap between any two pages. Also called a site visit. Applied in general
`to a session of usage by a particular visitor with a system.
`A set of web pages from the same host characterized by a start URL and a
`click distance from the start URL. All of the pages reachable from that site
`URL up to the number of clicks away from the site URL are included in the
`site if their URL contains the same path as the site URL.
`The set of sites that the present invention is analyzing, including the log files
`for the sites, tasks defined for the sites, and reports created for the sites. The
`sites can come from more than one host.
`A sequence of pages that the visitor visits in a site. Defined as a sequence of
`ta