Using Visitor Context and Web Page Features to Select Web Pages for Display

Abstract

In one embodiment, a method includes accessing a current-visitor context of a current visitor to a web page in a current web-browsing session. The current-visitor context includes one or more data associated with or concerning the current visitor. The method includes selecting based on the current-visitor context a particular one of multiple possible instances of the web page for presentation to the current visitor. The particular one of the multiple possible instances of the web page is substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the current-visitor context.

1 . A method comprising, by one or more computer systems:
 accessing a current-visitor context of a current visitor to a web page in a current web-browsing session, the current-visitor context comprising one or more data associated with or concerning the current visitor; and   selecting based on the current-visitor context a particular one of a plurality of possible instances of the web page for presentation to the current visitor, the particular one of the plurality of possible instances of the web page being substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the current-visitor context.   
     
     
         2 . The method of  claim 1 , wherein the current-visitor context comprises one or more of:
 one or more demographic data of the current visitor;   one or more background data of the current visitor;   one or more conditions of the current web-browsing session;   one or more network-access data of the current web-browsing session; or   one or more network-traffic data of the current web-browsing session.   
     
     
         3 . The method of  claim 1 , wherein the current-visitor context comprises one or more of:
 one or more actions taken by the current visitor;   one or more responses of the current visitor to the web page; or   a traffic source from which the current visitor is accessing the web page.   
     
     
         4 . The method of  claim 1 :
 further comprising accessing one or more previous-visitor contexts of one or more previous visitors to the web page in previous web-browsing sessions; and   wherein:
 the particular one of the possible instances of the web page is selected based on the previous-visitor contexts in addition to the current-visitor context; and 
 the particular one of the possible instances of the web page is substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the previous-visitor context as well as the current-visitor context. 
   
     
     
         5 . The method of  claim 4 , wherein the previous web-browsing sessions are analogous to the current web-browsing sessions. 
     
     
         6 . The method of  claim 4 , wherein the previous-visitor contexts comprise one or more of:
 one or more demographic data of the previous visitors;   one or more background data of the previous visitors;   one or more conditions of the previous web-browsing sessions;   one or more network-access data of the previous web-browsing sessions; or   one or more network-traffic data of the previous web-browsing sessions.   
     
     
         7 . The method of  claim 4 , wherein the previous-visitor contexts comprise one or more of:
 one or more actions taken by the previous visitors;   one or more responses of the previous visitors to the web page; or   one or more traffic sources from which the previous visitors accessed the web page.   
     
     
         8 . The method of  claim 1 , wherein:
 the web page has one or more web-page components that each have one or more possible feature variations; and   the plurality of possible instances of the web page result from different combinations of different ones of the possible feature variations of the web-page components.   
     
     
         9 . The method of  claim 8 , wherein the features are selected from the group consisting of background color, audio element, video element, text element, size, dimension, and web-page layout. 
     
     
         10 . The method of  claim 1 , wherein the web page is a landing page. 
     
     
         11 . The method of  claim 1 , wherein the web page comprises one or more advertisements. 
     
     
         12 . The method of  claim 11 , wherein one or more of the advertisements are banner advertisements. 
     
     
         13 . The method of  claim 11 , wherein one or more of the advertisements are text-based. 
     
     
         14 . One or more computer-readable non-transitory storage media embodying software that is operable when executed to:
 access a current-visitor context of a current visitor to a web page in a current web-browsing session, the current-visitor context comprising one or more data associated with or concerning the current visitor;   select based on the current-visitor context a particular one of a plurality of possible instances of the web page for presentation to the current visitor, the particular one of the plurality of possible instances of the web page being substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the current-visitor context.   
     
     
         15 . The media of  claim 14 , wherein the current-visitor context comprises one or more of:
 one or more demographic data of the current visitor;   one or more background data of the current visitor;   one or more conditions of the current web-browsing session;   one or more network-access data of the current web-browsing session; or   one or more network-traffic data of the current web-browsing session.   
     
     
         16 . The media of  claim 14 , wherein the current-visitor context comprises one or more of:
 one or more actions taken by the current visitor;   one or more responses of the current visitor to the web page; or   a traffic source from which the current visitor is accessing the web page.   
     
     
         17 . The media of  claim 14 , wherein:
 the software is further operable when executed to access one or more previous-visitor contexts of one or more previous visitors to the web page in previous web-browsing sessions;   the particular one of the possible instances of the web page is selected based on the previous-visitor contexts in addition to the current-visitor context; and   the particular one of the possible instances of the web page is substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the previous-visitor context as well as the current-visitor context.   
     
     
         18 . The media of  claim 17 , wherein the previous web-browsing sessions are analogous to the current web-browsing sessions. 
     
     
         19 . The media of  claim 17 , wherein the previous-visitor contexts comprise one or more of:
 one or more demographic data of the previous visitors;   one or more background data of the previous visitors;   one or more conditions of the previous web-browsing sessions;   one or more network-access data of the previous web-browsing sessions; or   one or more network-traffic data of the previous web-browsing sessions.   
     
     
         20 . The media of  claim 17 , wherein the previous-visitor contexts comprise one or more of:
 one or more actions taken by the previous visitors;   one or more responses of the previous visitors to the web page; or   one or more traffic sources from which the previous visitors accessed the web page.   
     
     
         21 . The media of  claim 14 , wherein:
 the web page has one or more web-page components that each have one or more possible feature variations; and   the plurality of possible instances of the web page result from different combinations of different ones of the possible feature variations of the web-page components.   
     
     
         22 . The media of  claim 21 , wherein the features are selected from the group consisting of background color, audio element, video element, text element, size, dimension, and web-page layout. 
     
     
         23 . The media of  claim 14 , wherein the web page is a landing page. 
     
     
         24 . The media of  claim 14 , wherein the web page comprises one or more advertisements. 
     
     
         25 . The media of  claim 24 , wherein one or more of the advertisements are banner advertisements. 
     
     
         26 . The media of  claim 24 , wherein one or more of the advertisements are text-based. 
     
     
         27 . A system comprising:
 means for accessing a current-visitor context of a current visitor to a web page in a current web-browsing session, the current-visitor context comprising one or more data associated with or concerning the current visitor; and   means for selecting based on the current-visitor context a particular one of a plurality of possible instances of the web page for presentation to the current visitor, the particular one of the plurality of possible instances of the web page being substantially most likely to generate a highest expected outcome from interaction with the web page by the current visitor as indicated by the current-visitor context.