Google Inc.

Kenneth Eric Vasilik

Ariel H Bardin

Zhen Lin

Dorothy Ann Nelson

Chirag Khopkar

Michael M Meyer

Kobi Isaac Reiter

Angela Beth Hugeback

Systems and techniques for generating a markup language document that has content to be conditionally display are disclosed. The markup language document includes JavaScript code and one or more comment tags indicating that content between the one or more comment tags is not to be processed for display by a client computer. The markup language document further defines a variable to hold a value. When the variable is a first value, at least one of the comment tags is ignored as a comment tag such that the content between the comment tags is processed for display. When the variable is a second value, the one or more comment tags are processed normally, such that the content between the comment tags is not displayed.

Webpages with conditional content

Methods, systems, and apparatus, including computer program products for monitoring an experiment relating to the conversion rates of landing page variants to test landing page designs. One method includes computing respective conversion rates for each of a plurality of corresponding landing page variants, based on the number of times a conversion page is reached from the corresponding landing page variant, and based on the number of times the corresponding landing page variant is reached from one or more advertisements; and computing a confidence interval for each conversion rate. A user monitoring the experiment can be notified if winning or losing variants emerge. A time to completion of the experiment can be estimated. Presentation to browsing users of winning variants can be favored, and losing variants can be disfavored, during the experiment as they emerge.

Monitoring landing page experiments

Methods, systems and apparatus, including computer program products, for performing multiple tests on a test web page. Source of a test web page is configured to perform multivariate testing by placing a number of variable content sections into the source of the test web page. Multiple tests having differing variable content for insertion into the variable content sections, or a subset thereof, can be performed without the need for the test page to be re-modified.

Running multiple web page experiments on a test page

In one general aspect, a page identifier of a test display environment having code defining a content section, the content section comprising a plurality of content section fragments, is received. A content item group is selected from a collection of content item groups, each content item group defining an association of content items with content section fragments of the content section. Each identified content item in the selected content item group is transmitted for placement on the test display environment in the associated content section fragment.

Web page experiments with fragmented section variations

Systems and methods for adaptive website optimization experiments. Adaptive website optimization can include collecting statistics associated with a number of landing page configurations and identifying a preferred group of landing page configurations during the pendency of an experiment based upon the collected statistics and preferentially selecting a landing page configuration from the preferred group of options for display by an instrumented web page associated with the experiment.

Adaptive website optimization experiment

In one general aspect, a page identifier of a test page having code defining a content section, the content section comprising a plurality of content section fragments, is received. A content item group is selected from a collection of content item groups, each content item group defining an association of content items with content section fragments of the content section. Each identified content item in the selected content item group is transmitted for placement on the test page in the associated content section fragment.

Methods, systems, and apparatus, including computer program products for defining landing pages to test different landing page designs. User input specifies a landing page having sections, each section having an original version of content. User input also specifies one or more additional versions of content, the original and the additional versions together constituting alternative versions, and the landing page with the alternative versions together constituting an experiment. Page fragments are determined. The fragments are added to the landing page and are operable, when interpreted by a client-side browser, to choose one of the alternative versions of each identified section and make each chosen alternative version the content of the corresponding section before the landing page is displayed by the browser. A designer can insert the page fragments into the landing page to produce an instrumented landing page.

Starting landing page experiments

Methods, systems, and apparatus, including computer program products for showing different landing page designs to a user. One method includes displaying an advertisement on a starting page to a user interacting with a client, the advertisement having a hyperlink to an instrumented landing page; in response to the user selecting the advertisement, downloading the instrumented landing page to the client, the instrumented landing page having one or more sections, each section having a corresponding plurality of alternative versions; choosing in the client a combination of one alternative version for each of the one or more sections; generating in the client a landing page variant, each section of the landing page variant being the corresponding alternative version of the section defined by the combination; notifying a server that the instrumented landing page was reached; notifying the server which combination was chosen; and displaying the landing page variant to the user.

Generating landing page variants

Methods, systems and apparatus, including computer program products, for acquiring an experiment schema from a test web page. The test web page is read and parsed to extract a web page experiment schema. The schema can be used by an experimentation system to request corresponding variable content for delivery to web page visitors.

Acquiring web page experiment schema

Methods, systems, and apparatus, including computer program products for defining landing pages to test different landing page designs. A combination is determined of one alternative version for each of one or more sections in an instrumented landing page. In a client, a landing page variant is generated. Each section of the landing page variant is the corresponding alternative version of the section defined by the combination. The landing page variant is generated in the client by determining for each section whether to display an additional version of the section in lieu of the original version of the section. If it is so determined, the additional version of the section is retrieved and inserted into a new location of the landing page variant, and at least one tag is inserted to cause the original version of the section to be disregarded.

Growing community of inventors

Bellevue, WA, United States of America

Kenneth Eric Vasilik