(19) United States
`(12) Patent Application Publication (10) Pub. No.: US 2006/0149728 Al
`Jul. 6, 2006
`Error et al.
`(43) Pub. Date:
`
`(54)
`
`CAPTURING AND PRESENTING SITE
`VISITATION PATH DATA
`
`(76)
`
`Inventors: Brett Error, Orem, UT (US); John
`Pestana, Provo, UT (US)
`
`Correspondence Address:
`FENWICK & WEST LLP
`SILICON VALLEY CENTER
`801 CALIFORNIA STREET
`MOUNTAIN VIEW, CA 94041 (US)
`
`(21) Appl. No.:
`
`11/367,198
`
`(22) Filed:
`
`Mar. 2, 2006
`
`Related U.S. Application Data
`
`(62) Division of application No. 10/609,008, filed on Jun.
`27, 2003.
`
`(60) Provisional application No. 60/393,002, filed on Jun.
`28, 2002.
`
`Publication Classification
`
`(51) Int. Cl.
`G06F
`17/30
`G06F
`17/00
`(52) U.S. Cl.
`
`(2006.01)
`(2006.01)
`
`707/5; 715/853
`
`(57)
`
`ABSTRACT
`
`Node sequence data, such as website visitation records, are
`filtered, analyzed, and summarized in reports. An adminis-
`trator can designate particular target paths of interest in
`terms of a checkpoint node sequence. Node sequences are
`filtered based on the checkpoint node sequence, without
`regard to any additional or tangential nodes appearing in the
`sequences. In addition, node sequences can be specified in
`terms of specific nodes of interest along with wild cards.
`Reports depict the relative frequency of occurrence of node
`sequences using visual indicators such as line thickness
`and/or color.
`
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`Patent Application Publication
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`Jul. 6, 2006 Sheet 4 of 18
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`Patent Application Publication
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`Jul. 6, 2006 Sheet 5 of 18
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`Patent Application Publication
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`Jul. 6, 2006 Sheet 6 of 18
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`Patent Application Publication
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`Jul. 6, 2006 Sheet 11 of 18
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`Patent Application Publication
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`US 2006/0149728 Al
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`Jul. 6, 2006 Sheet 16 of 18
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`Patent Application Publication
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`Jul. 6, 2006 Sheet 18 of 18
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`US 2006/0149728 Al
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`

`US 2006/0149728 Al
`
`Jul. 6, 2006
`
`1
`
`CAPTURING AND PRESENTING SITE
`VISITATION PATH DATA
`
`CROSS-REFERENCE TO RELATED
`APPLICATIONS
`
`[0001] The present application is a divisional of U.S.
`patent application Ser. No. 10/609,008 for "Capturing And
`Presenting Site Visitation Path Data," filed Jun. 27, 2003,
`which claims priority from U.S. Provisional Patent Appli-
`cation Ser. No. 60/393,002 for "Sequence Analysis Engine,"
`filed Jun. 28, 2002, the disclosures of which are incorporated
`herein by reference.
`
`[0002] The present application is related to U.S. Utility
`patent application Ser. No. 10/608,515 for "Efficient Click-
`Stream Data Collection," filed on Jun. 26, 2003. The dis-
`closure of the related application is incorporated herein by
`reference.
`
`[0003] The present application is further related to U.S.
`Utility patent application Ser. No. 10/608,442 for "Custom
`Event and Attribute Generation for Use in Website Traffic
`Data Collection," filed on Jun. 26, 2003. The disclosure of
`the related application is incorporated herein by reference.
`
`BACKGROUND OF THE INVENTION
`
`[0004] 1. Field of the Invention
`
`[0005] The present invention relates generally to website
`usage tracking, and more specifically to improved tech-
`niques for capturing and presenting site visitation path data.
`
`[0006] 2. Description of the Related Art
`
`[0007] Website providers often wish to collect data that
`describes usage and visitation patterns for their websites and
`for individual web pages within the sites. Such information
`can be extremely valuable in developing usage statistics for
`various purposes, including for example estimating server
`load, determining advertising rates, identifying areas of
`websites that are in need of redesign, and the like.
`
`[0008] When surfing the Web using a browser such as
`Internet Explorer (available from Microsoft Corporation of
`Redmond, Wash.), users have the ability to move from one
`page to another by various means, such as: clicking on links
`within pages; typing in Uniform Resource Locators (URLs);
`clicking on dedicated buttons in the browser (such as Back,
`Forward, and Home); or selecting from a list of favorites. In
`addition, users can open and close new browser windows at
`will. As users of web browsers have grown more sophisti-
`cated over the years, they have become increasingly adept at
`such navigation. Furthermore, as connection speeds have
`increased, users have become less hesitant to click on links
`at will, and then back up if the information presented by the
`link is not of interest or is of merely momentary interest.
`
`[0009] As a result, users often take a somewhat wandering
`approach through pages of a website, including side trips
`and tangents. The user eventually reaches the end of a
`theoretically linear path of pages, but may have visited some
`tangential pages along the way. Such tangential pages may
`be part of the same web domain as the linear path, or they
`may be external to that domain.
`
`[0010] For example, in performing a somewhat linear task
`such as purchasing an item from an online retailer, there are
`
`a series of steps that are generally represented by web pages:
`searching for the desired item; selecting the item by putting
`it in a shopping cart; activating a checkout function; pro-
`viding shipping and billing information; and indicating final
`approval. However, along the way, the user may visit some
`tangential pages. For example, he or she may check the
`shipping costs on item; or he or she may check the price of
`the item at a competitor's page; or he or she may, for
`whatever reason, check the weather forecast. The linear path
`of pages is eventually visited, in a discernable sequence;
`these tangential pages are merely momentary distractions
`along the way.
`
`In many contexts, website administrators are inter-
`[0011]
`ested in analyzing the site visitation paths of users of their
`websites. Visitation to the tangential pages may be of little
`or no interest to such administrators; alternatively, admin-
`istrators may be interested in certain tangents but not others.
`What is needed, therefore, is a system that allows website
`administrators to specify which pages are of particular
`interest, so that other pages are ignored when performing
`site path capture and analysis. What is further needed is a
`system that captures and analyzes site path information
`based on the configuration options selected by the website
`administrator, and which is capable of ignoring visits to
`pages that are of no interest to the administrator. What is
`further needed is a system and method for presenting site
`visitation path data to an administrator in a graphical,
`easy-to-understand manner.
`
`SUMMARY OF THE INVENTION
`[0012] The present invention provides improved tech-
`niques for collecting, filtering, and analyzing site path data
`for users of websites, so as to provide analytical tools for
`better understanding the sequential relationship between
`web pages of a site. The website administrator can identify
`a series of nodes, or web pages, in a site as checkpoints, and
`can configure the system of the invention to provide infor-
`mation as to a particular visitation path through the check-
`points. The system then presents usage statistics for the
`specified visitation path. According to the techniques of the
`present invention, the system is able to recognize a visitation
`path among checkpoints, regardless of whether the user
`visits other nodes in the course of the checkpoint traversal.
`Thus, even if a user takes "side trips" through other web
`pages that are not designated as checkpoints, the present
`invention is able to provide meaningful site path analysis
`with respect to those nodes that are designated as check-
`points.
`
`[0013] Website administrators can specify checkpoint
`nodes via a configuration interface. Alternatively, the system
`of the present invention can designate certain nodes as
`checkpoints based on particular characteristics, location,
`name, popularity, or any other factor. In either case, check-
`point configuration can be performed dynamically and can
`be modified as appropriate based on changing needs or
`conditions.
`
`[0014] The present invention also provides, in one
`embodiment, graphical displays of site visitation path data
`that make it easier for web administrators to understand and
`analyze the information presented. These graphic displays
`include, for example, differing line thicknesses, colors,
`and/or other features to indicate relative popularity and
`frequency of various site paths.
`
`Content Square 1007 Content Square v Medallia Inc. IPR2022-00316
`
`

`

`US 2006/0149728 Al
`
`Jul. 6, 2006
`
`2
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`[0015] FIG. 1 is a block diagram depicting a system for
`website traffic data collection according to the prior art.
`
`[0016] FIG. 2 depicts an example of a sequence of web
`pages visited by a user in the course of purchasing an item
`from an online retailer.
`
`[0017] FIG. 3 depicts an example of a sequence of web
`pages visited by a user in the course of purchasing an item
`from an online retailer, including tangential pages.
`
`[0018] FIG. 4 depicts an example of a web page visitation
`graph according to one embodiment.
`
`[0019] FIG. 5 depicts an example of a web page visitation
`graph using line thickness and color according to one
`embodiment.
`
`[0020] FIG. 6 depicts an example of a web page visitation
`graph including a converging relationship according to one
`embodiment.
`
`[0021] FIG. 7 depicts an example of a web page visitation
`graph including converging and diverging relationships
`according to one embodiment.
`
`[0022] FIG. 8 depicts another example of a web page
`visitation graph including converging and diverging rela-
`tionships according to one embodiment.
`
`[0023] FIGS. 9A and 9B depict an example of a user
`interface for constructing a target path including wild cards.
`
`[0024] FIG. 10 depicts an example of a user interface for
`constructing a target path using checkpoints.
`
`[0025] FIG. 11 depicts an example of a report showing
`relative frequency of path traversal according to one
`embodiment.
`
`[0026] FIG. 12 depicts an example of a report showing
`statistics concerning the next page visited after a selected
`page, according to one embodiment.
`
`[0027] FIG. 13 depicts an example of a report showing
`relative frequency of path traversal, restricted to particular
`paths matching a target path, according to one embodiment.
`
`[0028] FIG. 14A depicts a fall-out report according to one
`embodiment.
`
`[0029] FIG. 14B depicts a context-sensitive menu for an
`item in a fall-out report, according to one embodiment.
`
`[0030] FIG. 15 depicts a page summary report for a
`selected page according to one embodiment.
`
`[0031] FIG. 16 depicts a click-map report for a selected
`page according to one embodiment.
`
`[0032] The figures depict a preferred embodiment of the
`present invention for purposes of illustration only. One
`skilled in the art will readily recognize from the following
`discussion that alternative embodiments of the structures
`and methods illustrated herein may be employed without
`departing from the principles of the invention described
`herein.
`
`DETAILED DESCRIPTION OF THE
`INVENTION
`[0033] The following description sets forth an embodi-
`ment wherein the invention captures data relating to user
`
`visitation of individual web pages within a website. How-
`ever, the description is merely illustrative of the techniques
`of the invention; one skilled in the art will recognize that the
`techniques of the invention can be applied in any context
`wherein it is desirable to capture and analyze sequential
`relationships among nodes. In addition, as described below,
`the invention can also capture sequential data at levels of
`granularity other than at the page level, such as for example
`groups of web pages designated collectively as nodes.
`
`System Architecture
`
`[0034] Referring now to FIG. 1, there is shown an
`example of a system 100 for website traffic data collection
`for implementing the present invention. User 112 interacts
`with client machine 107, which runs a software application
`such as browser 110 for accessing and displaying web pages.
`In response to a user 112 command such as clicking on a link
`or typing in a URL, client machine 107 issues a web page
`request 111 that is transmitted via the Internet to content
`server 101. In response to request 111, content server 101
`transmits HTML code 102 to client machine 107. Browser
`110 interprets received HTML code 102 to display the
`requested web page on client machine 107.
`
`[0035] Client machine 107 also transmits web page visi-
`tation tracking information 105 to a tracking server 106,
`which is typically a separate server operated by a third-party
`website traffic statistic service. Tracking information 105
`typically includes a user identifier, as well information
`describing the pages visited and the dates and times of the
`visits. Tracking information 105 can be transmitted from
`client 107 to tracking server 106 according to well-known
`techniques. For example, one well-known technique is to
`embed a pointer to a resource, known as a "web bug," in
`HTML code 102. The resource is typically invisible to the
`user, such as a transparent one-pixel image. The pointer
`directs machine 107 to request the resource from tracking
`server 106. Tracking server 106 records the request in a log
`108, and records additional information associated with the
`request (such as the date and time, and possibly some
`identifying information that may be encoded in the resource
`request). Thus, tracking server 106 records the occurrence of
`a "hit" to the web page. Tracking server 106 also transmits
`the requests one-pixel image 109 to client machine 107 so
`that the res