Invented by Kevin C. Chan, Mohit Gupta, Viksit Gaur, Gaurav Bhati, Ashutosh Garg, BloomReach Inc
The BloomReach Inc invention works as followsTechniques of dynamic landing pages” are disclosed. In some embodiments a method for providing dynamic pages comprises selecting a landing page as a response to a request made for a Uniform Resource Indicator, (URI), (e.g. destination URI) for a website using a dynamic selector, and returning the landing page via a proxy service. The dynamic landing page, for example, can correspond to a page returned as a response to a request for a destination URI. This page may include customized content, such as a widget, that is targeted to a campaign, source and/or user.
Background for Dynamic landing Pages
Web services are used to communicate between electronic/computer devices via a network such as the Internet. A web site is one example of a web service. A web site is a collection of web pages related to each other that are served by a domain. A web server can host a website. Access to a publicly accessible website is usually possible via a network such as the Internet. “The publicly accessible collection is known as the World Wide Web
Internet-based Web services can be delivered via web sites on World Wide Web. Web pages are formatted in HyperText Markup Language, eXtensible HTML, or another language that can processed by a browser, which is usually executed on a client device such as a computer or tablet. “A web site is hosted on a server (e.g. a server or appliance), which is usually accessible through a network such as the Internet. The web address is also known as a Uniform Resource Indicator or Uniform Resource Locator.
Search engines usually provide paid results (e.g. the first set in the main listing, or results that are often displayed in a separate list on the right-hand side of the output display, for example). Advertisers may, for example, pay to be placed in these paid search results, based on keywords. Organic search results are also provided by search engines, and they’re also called natural search results. Organic search results are based primarily on different search algorithms used by search engines to try and provide relevant search results.
Search engine optimization (SEO), for improved Internet marketing has evolved as a form industry/technical consultation (e.g. often referred as search engine optimizers) provided to web-site operators (e.g. vendors of product/services who have web sites, and/or ecommerce vendors of product/services) to improve the volume or the quality of traffic from a search engines via organic search results. The higher up a website appears on the list of organic search results, the more traffic it receives from the search engine. SEO can improve a web site’s presence by targeting different types of search. This includes image search, local searches, and vertical search engines that are specific to an industry. SEO, for example, considers the way search engines operate and what people are searching for when recommending web site changes.
The invention may be implemented in many ways. It can be used as an apparatus, a process, a system, a composition, a product of computer programming, and/or a CPU, such as one that executes instructions stored on or provided by a memory connected to the processor. These implementations and any other form of the invention can be called techniques in this specification. The invention allows for the possibility of altering the order of steps in disclosed processes. A component, such as a processor and a memory, described as being capable of performing a task can be implemented either as a general component that is temporarily set up to perform the task at a particular time or as a specific component that was manufactured to do the task. The term “processor” is used herein. The term “processor” refers to any one or more devices, circuits and/or processing cores that are designed to process data such as computer program instruction.
Below is a detailed description of some embodiments of the invention, along with accompanying figures that illustrate its principles. Although the invention is described with these embodiments in mind, it is not limited to them. The claims limit the scope of the invention, and the invention includes many alternatives, modifications, and equivalents. The following description provides a detailed understanding of the invention. These details are given for example purposes only. The invention can be used according to the claims without any or all of these details. To be clear, the technical material related to the invention that is well-known has not been described in detail. This is done in order not to obscure the invention.
Internet-based Web services can be delivered via web sites on World Wide Web” Web pages can be formatted in HyperText Markup Language, eXtensible HTML, or another markup or programming language. These languages are typically used on a client device such as a computer or tablet. “A web site is usually hosted on a computer (e.g. a web/application server/appliance or a smart watch/smart television) which is accessible through a network such as the Internet using a web address (also known as a Uniform Resource Indicator, or URI).
Websites can be classified in two ways: interactive or static. “Static web sites and Interactive web sites are described in general below.
Static websites generally contain static web content. A web site, for example, can contain one or more static pages stored on a server. These static web pages can be delivered to the client browser in the exact same format as they are stored on the server. (e.g. the same content will be presented to every user who navigates to the particular static web page. This ensures that the static content of that page is consistently displayed to all users). Style sheets such as Cascading Style Sheets are often used to control appearance and style of HTML pages. The static content of a static website is usually manually updated. A webmaster can use a web editor or other tools to edit static content (e.g. editing, adding or deleting photos and/or text on a page).
A web site which allows customers to buy products and services online is called an e-commerce website. “E-commerce websites often have both static and dynamic web content.
A merchant web site is a website, such as an e-commerce web site, provided by/for the merchant that facilitates its online WWW presence to engage with customers or to buy and/or sell products and/or service. As used herein, a merchant web page refers to a website, such an ecommerce web site provided by/for a merchant, that facilitates their online WWW presence in order to engage customers and/or buy and sell products or services (e.g. for performing ecommerce on the WWW such as ecommerce sites that offer products/services for purchase, an online news site that presents content as a online/web-service, and/or social networking web sites that provide social networking as an internet/web-web-web-web, ecommerce, e. Merchant web sites include both static content and dynamic content.
Websites, like merchant web sites or E-Commerce web sites, may include different static and/or interactive web page content. It is essential that the web content be of high quality to create a useful web site and, by extension, a WWW presence for merchants who use e-commerce/merchant websites to interact with their customers or potential customers. “For example, a web site for a merchant should provide content that is presented in a way that facilitates access and navigation by users.
Web sites (e.g. web applications and/or other web services delivered via web sites) store and display general content (e.g. products or services-related content for a retailer such as ecommerce sites; various informational content related to a publisher such as online news or magazine sites; and/or other content types for other merchant sites). This content can be accessed in two ways by the user: 1) an internal site search; and 2) a non-search method (e.g. browse or site navigation).
The online marketing manager and online campaign (e.g. the person or persons responsible for the campaign) do not typically have control over the content (e.g. content on a web page) of the merchant website. A merchant’s web site may not contain content that is suitable for use as a landing page for an online campaign. The site also does not provide a way to track and measure the performance of an online campaign, from the moment a user clicks on an ad through the experience of the user on the website. The most effective landing pages are often different depending on who is using the page. For instance, there may be an effective landing page on the website but it is not being used; the content on the site may not be organized correctly (e.g. the content could be spread across the site, or not on one landing page); the best content on the site is missing and needs to be added, or there may not be any effective content on the site. In some cases, for example when a website is accessed via an advertisement link, the landing page refers to the page that a visitor is taken to after clicking on an ad.
More precisely, existing web pages on the merchant’s website often lack content that is relevant to or customized for a channel (e.g. a paid-marketing channel, social media channel, organic search channel a direct marketing campaign, email channel etc.). Or campaign (e.g. an online marketing campaign). Modifying existing content on a merchant’s web site can be a difficult and time-consuming process. It is also slow and complicated to implement. The admins/personnel who are responsible for making such changes to the content of the website (e.g. information technology (IT), web site admin personnel) will also be different from the staff familiar with the online advertising campaign for the site (e.g. online marketer personnel).
What is needed are new and better techniques that allow dynamic content to be presented on websites in a way that can be configured efficiently and effectively to create dynamic landing pages. In order to achieve this, dynamic landing page techniques are disclosed. For example, an online marketer can use the disclosed dynamic landing pages system to configure customized/dynamic content for a particular channel and/or for online marketing campaign that can facilitate a more targeted dynamic landing page for the particular channel and/or online marketing campaign (e.g., to facilitate a more effective online marketing campaign from the online ad through the post-click/post-visit process of a customized dynamic landing page), such as further described herein.
Overview of Dynamic Landing PagesClick here to view the patent on Google Patents.