US20050044178A1 - Method and computer system for optimizing a link to a network page - Google Patents

Abstract

To optimize a link (221) which refers to a first network page (11) of a first server (10a) and which is displayed on a second network page (21) of a second server (20), the link is automatically assessed in dependence on link (22) activation by a user (50), wherein the assessment is carried out in dependence on the frequency of activation of the link (22) by any user. A static link is examined in dependence on the assessment of the link as to whether the display of the link on the second network page (21) should be continued. A dynamic link, which is generated in dependence on at least one predeterminable parameter, is examined in dependence on the assessment of the link (22) as to whether the at least one or another predeterminable parameter should be changed.

Description

• The invention concerns a method for optimizing a link to a first network page of a first server which is displayed on a second network page of a second server, wherein
• • the second network page is requested by the second server using a client associated with a user;
  • the second network page is transmitted to the client by the second server;
  • the user activates the link displayed on the second network page.
• The invention also concerns a computer system comprising a first server, a second server, a client associated with a user, at least one link to a network page of the first server which can be displayed on a network page of the second server, and a communications network which provides communication between the first server and the client and between the second server and the client; wherein
• • a network page may be requested from the second server via the client;
  • the second network page can be transmitted to the client via the second server;
  • the link shown on the second network page can be activated.
• Moreover, the invention concerns a computer program which can be run on a computer, in particular, on a server.
• A computer which is connected to the communications network is e.g. called a server and runs software to enable the server to provide certain services. These services may be e.g. providing information or resources (e.g. storage space, calculation capacity or access to a communications network).
• The services are typically used by a so-called client. Towards this end, the client transmits a request to the server using a communications network, e.g. the Internet. The server evaluates the incoming request, optionally checks whether the client is authorized to issue the request and transmits information in correspondence with the request or provides the required resources.
• Information is often provided by a server to a client in the form of so-called network pages (also called Internet pages or briefly pages).
• To describe the content of a network page, a language describing the page is used. The standardized page-describing language HTML (Hypertext Mark up Language) is mainly used today. HTML permits simple description of the content and appearance of a network page in a so-called HTML document. If a client requests e.g. information from a server, the server transmits a HTML document containing the requested information to the client. If the information transmitted to the client via the HTML document is to be displayed to a user, the network page or the HTML document is transmitted to a special computer program (so-called browser) which can interpret HTML documents and display them on a computer monitor using a graphic interface.
• The network pages transmitted by the server to the client may already be generated before the client's request and be stored at a suitable location. Such network pages are called static network pages.
• Often, a client will place a specific request to the server such that the network pages containing the requested information are dynamically generated by the server. This is the case e.g. when a user uses the client to transmit a request in the form of a search term to a server designed as search engine. The search engine gathers information, which is associated with the search term, in accordance with a predeterminable algorithm on the basis of the search term. Depending on the determined information, a dynamic network page is automatically created by the server and transmitted to the client.
• A plurality of clients and servers communicate via the Internet and together form a multi-media information system, the so-called www (world wide web). Network pages available within the www can be addressed via an URL (Uniform Resource Locator). A URL is composed i.a. of the name of the server providing the network page, a register and a name associated with the network page. A URL permits direct selection by a client of the network page associated with this URL. Towards this end, a user enters the URL into a specific input field of the browser e.g. using a keyboard. The client subsequently generates a request to the corresponding server which then transmits the requested network page to the client.
• URLs of further network pages or HTML documents can be mentioned within an HTML document. Such URLs are called links or hyperlinks (briefly: link). Links shown on static network pages are referred to below as static links. Analogous thereto, links shown on dynamic network pages are referred to below as dynamic links.
• If links are displayed to a user via a browser, the user can select a displayed link and have the network page displayed which corresponds to the selected URL. The selected network page may, in particular, also be located on another server.
• A second server is often instructed by a first server to provide a link to a network page of the first server via network pages which are transmitted by the second server. Such a link may e.g. be a so-called advertising banner which advertises a product or services offered by the first server which can be obtained via the first server using a written and/or graphic representation. The link shown on the second network page is thereby typically associated with text, sound and/or graphic elements which are displayed to the user using the browser. The term “link” therefore also comprises the entire information associated with the link.
• A product may also, in particular, be information offered by the first server. The product may moreover be an access to a protected storage region provided by the first server, which contains further accessible information. Such information may e.g. be news, stock market prices, as well as other text, sound or image data.
• The information transmitted by the second server to the client is often distributed on several network pages, wherein only one first network page is initially transmitted to the client. The client then successively requests one of the further network pages from the second server.
• If the second server is a search engine, the first server can instruct the second server to display a link to a network page associated with the first server on a network page generated in dependence on a search term entered by a user.
• Under usual circumstances, the higher the number of links which are displayed on a network page transmitted to a client via a second server, the larger the amount of network page data to be transmitted. This increases the load on the communications network. This is further increased if, due to the plurality of links, several network pages are transmitted to the client via the second server. Moreover, a network page containing one or several links requires more storage space on the transmitting second server as well as on the receiving client.
• In particular, if the second server is designed as a search engine, the information which is generated by the search engine in dependence on a search term transmitted to the server by the client, consists of a list of links to network pages which are provided by other servers. To increase the relevance of the information and links provided by a search engine in response to a request, this information, links and search terms are conventionally classified through computer linguistic methods and these classes are mutually associated. The search engine selects suitable information and links through association of classified search terms and information on the basis of a search term received by a client.
• The number of requests answered by a server depends i.a. on the amount of network page data which is transmitted per request by the server to the requesting client. Static network pages must be read from a storage e.g. by the server. To generate dynamic network pages, the respective content (information) must be read out of the storage and be integrated into the network page. The network pages are then processed in dependence on the layers of a network protocol used for data transmission (e.g. TCP/IP). This means, the larger the amount of data for a request to be transmitted by a server, the lower the available performance of the server for further, imminent requests.
• The network pages are transmitted by the server to the client using the communications network. The amount of data which can be transmitted by the communications network per unit time is thereby limited.
• The client initially processes a received network page in dependence on the network protocol used and stores the network page in a suitable storage region. The browser will subsequently process the network page such that the information can be displayed on a monitor.
• To minimize load on the calculation power and the storage capacities of the server and of the client, and to relieve the communications network through transmission of a minimum data amount, it is desirable to only display links on the network page generated by the search engine which are actually of interest to the client or the user.
• The second server typically tends to display the most recent links on its network pages. Since the second server generally charges a fee for displaying the links to the network pages of the first server on its network pages, the first server tends to only permit display of a limited number of links on the network pages of the second server.
• To minimize load on the calculation performance of the server and of the client, and on the transmission performance of the communications network and permit optimum utilization thereof through reduction of the amount of network page data, it is therefore the underlying purpose of the invention to only permit display of links or appropriately designed links on a network page of a server which are of interest to a client or user.
• This object is achieved in that the link activated by the user is automatically evaluated, wherein the evaluation is performed in dependence on the frequency of activation of the link by any user. A static link is automatically examined to evaluate whether the link should be further displayed on the second network page. A dynamic link, which is generated in dependence on at least one predeterminable parameter, is automatically examined during evaluation of the link, as to whether or not the at least one and/or another predeterminable parameter should be changed.
• The present invention can increase the efficiency of the first server, the second server, the client and of the communications network and thereby of the entire client-server network by considerably reducing the amount of data to be stored and transmitted. The invention proposes a particularly effective type of data processing in a client-server network.
• The frequency of activation of the link which refers to the first network page is the frequency of selection of the first network page through the client, if the client was informed through the link to that first network page. This is e.g. always the case when the link is displayed on the client via the browser and when the first network page is requested through activation of the link.
• A link which is activated with particular frequency, is an indication therefor, that the network page which represents the target of the link is of high interest to the user. Evaluation of the link on the basis of the determined frequency of activation of a link can determine whether the link shall be further displayed on the second network page or be changed in the future. In consequence thereof, neither the calculation performance of the server and the client, nor the transmission network are unnecessarily loaded through processing, storage and transmission of links which are not of interest to the user.
• If a link is shown on the second network page with which text, sound and/or image information is associated, and if the frequency of activation of the link is registered, it is possible to automatically decide whether the link shall be removed from the second network page or whether the type or amount of information associated with the link shall be changed. A text may e.g. be shortened or be replaced by another text or a graphic design may be removed or be replaced by another.
• If the second server is designed as a search engine, the second network page is generated in dependence on a search term transmitted by the client. The search term thereby represents e.g. a parameter in dependence on which the second network page is generated. In accordance with the inventive method and depending on the evaluation of the link, it is possible to automatically decide whether the link is displayed again e.g. after repeated request through the search term by a client in case of repeated generation of the second network page.
• The parameter may also describe a time period and/or a point in time. It is feasible to display an advertising banner on a network page if this network page is generated within a certain time period or starting from a certain point in time. For example, an advertising banner may be displayed on a network page if this network page was generated between 6 and 7 p.m. Such an advertising banner could e.g. refer to a first network page giving information about leisure time offers in the evening. Automatic evaluation to change the time period in order to increase the acceptance is feasible with the inventive method. It is also feasible to change a graphic design or text formulation of an advertising banner to increase the acceptance, to optimize space requirements on the second network page and/or to reduce the amount of link data and therefore the required storage place and load on the communications network.
• The at least one parameter may also describe e.g. a search term associated with the first network page, a time period, frequency, graphic design or text formulation of the link.
• In a preferred embodiment, the evaluation is carried out in dependence on at least one process initiated by the user on the first server. This embodiment is advantageous in that the evaluation does not only depend on the frequency of activation of a link but also takes into consideration actions of the user on the first server. A user can thereby be prevented from activating a link (which increases the frequency of activation) and then interrupting the loading of the first network page, which would produce false results.
• The process may be e.g. buying a product, requesting a service, information and/or a further network page associated with the first server. These types of processes are particularly suited to indicate actual interest of the user and are therefore particularly suitable to display links in dependence on the interest of the user thereby saving storing space and calculation time while preventing unnecessary load on the communications network.
• Source information is preferably automatically stored during activation of the link and the link is evaluated in dependence on the source information. The source information (so-called referer) indicates on which network page an activated link was displayed. The referer of the link which is displayed on the second network page and which refers to the first network page is e.g. the URL associated with the second network page. This information is also transferred during activation of a link. It is thereby possible for the first server to determine that second server which has transmitted the second network page to the client on which the link to the first network page was represented. The first server can thereby moreover differentiate whether a client has directly requested the first network page e.g. through direct selection of the URL associated with the first network page using the browser, or whether the client has requested the first network page through activation of a link shown on the second network page.
• The user is preferably automatically evaluated on the basis of the source information and/or user information. Towards this end, the user is advantageously associated with a user ID. A user ID may e.g. be automatically generated by the first server and/or the second server on the basis of information which is transferred by the client associated with the user during inquiry of a network page. The user ID may, in particular, be a characterization of the client, e.g. his/her IP address (Internet Protocol Address). The user ID may also be realized e.g. through a so-called cookie. A cookie is generated by the first and/or second server and is stored at the client. If the client once more requests a network page from the first or second server, the cookie generated by the respective server is transmitted by the client to that server. The first and/or second server can thereby determine which client or user requests a network page producing statistic information concerning the request frequency of a network page by a client or user. This permits the first and/or second server to provide client or user-specific information and, in particular, design the selection and representation of the network page transmitted to the client in a client or user-specific manner. Statistics on the frequency of the network pages requested by a client or user is an example of user information. User information could, in particular, also be called client information.
• The user may also be assessed with respect to other criteria. These criteria state e.g. the time period over which a user has been using the services of the first server (customer duration), the amount of information or services exchanged between the first server and the user (turnover), the payment behavior of the user or how many services or how much information were requested by the user (orders).
• In a preferred embodiment, the link is assessed in additional dependence on the user identification and/or assessment of the user. This permits particularly precise link assessment. The assessment of a link may e.g. be degraded if it is found out that the link is only activated by users who do not order or order very little from the first server. The assessment of a link may also be degraded if it is found out that this link is activated frequently but only from a small number of various users.
• In a preferred further development of the method, the result of the assessment is automatically stored in such a manner that it can be recalled for a specific user. The specific user may e.g. be the operator of the first server. The information may be represented to the specific user on special network pages which are generated by the second server via a so-called port. Such network pages are typically automatically generated by the second server and therefore permit the user to obtain an overview of the assessment of individual links in a particularly user-friendly manner.
• In a preferred embodiment, the assessment of the link and/or an examination of the assessment of the link is carried out additionally in dependence on a threshold value which can be predetermined by the specific user. Such a threshold value may e.g. indicate that a link should no longer be shown on the second network page if the number of activations of the link, e.g. by a certain number of users, falls below the predeterminable threshold value. This permits particularly easy influence of the user or of the operator of the first server on the assessment or examination of the assessment of a link.
• In a preferred embodiment, wherein the second server is associated with a search engine, the at least one predeterminable parameter is determined by a search term which the user transmits to the search engine. In dependence on the transmitted search term, the second network page which contains the link to the first network page is generated. In dependence on the result of the examination of the link, the search engine is caused to stop showing this link on the generated network page subsequent to a new search request, or to show it in a modified form. This may be performed automatically or manually by the user.
• In particular for search engines, the links are shown on the second network page in dependence on requests defined by the search terms. The operator of the first server may be interested to stop showing a link to the first network page on a second network page generated by the second server should examination of the link assessment show that this link is activated e.g. only rarely or produces no considerable turnover.
• In a particularly advantageous further development of the method, a product or a product group is associated with the link. The first server can thereby show precise links to individual products or product groups offered by the server, on network pages which can be requested by the second server. If the second server is e.g. a search engine, the latter may show a link to a product offered by the first server or to a network page offered by the first server which contains a description of the product or product group and in dependence on a request defined by the search term. The user can request the network page of the first server associated with this product or product group through activation of the link.
• A product group may e.g. be determined using the product branch in which the provider distributing these products is operating. A product group may, in particular, be a major term of arbitrary abstraction. The product group of a certain portable CD-player may e.g. be “small electronic device”, “portable HiFi device”, “CD-player” or “entertainment electronics”. A product group may also largely be any classification of a product made by the operator of the first server. Criteria for such a classification may e.g. be the price or a profit margin. In particular, data from a merchandise information system associated with the first server may also be used for such a classification. A product group may also, in particular, be any predeterminable amount of products.
• An identification of the product or product group associated with the link may be transmitted to the first server through activation of the link. The first server can thereby e.g. register the frequency of requests for a certain product or product group through activation of a link. Such an identification may e.g. be a product name or a characteristic number associated with the product. Alternatively, this characteristic is not explicitly transmitted to the first server but a characteristic of the activated link is transmitted to the first server through activation of the link, which determines therefrom (e.g. via a database) the product or product group associated with the link and thereby the products associated with the link.
• The link is advantageously additionally assessed in dependence on at least one piece of information with respect to the product associated with the link or the product group associated with the link. Such information is e.g. the availability of a product or a parameter which states whether a product group is currently available as a special offer. This permits a more precise decision as to whether and how a link should be shown on a network page which can be solicited by the second server.
• In a preferred embodiment, the at least one piece of information about the product and/or the at least one piece of information about the product group is information from a merchandise information system. Such a merchandise information system preferably provides information about the identification, availability, sales prices, profit portion, turnover achieved, the number of cancellations, the number of returns, the number of product deficiencies, the number of non-payments and/or advertising costs.
• This embodiment provides a particularly effective assessment concerning whether and how a link should be displayed on a network page provided by the second server. The invention also permits stoppage of product offerings or entire product groups which are very often ordered using a link shown on the second network page but not paid for or the order of which is very often cancelled. It is also possible to change the design of a link associated with a product group or a product if the demand decreases, i.e. the link is activated less frequently. This may be achieved e.g. by a more attractive graphic design or by adding details relating to the product to the link.
• Advertising costs are e.g. costs which must be paid to the second server for the display of the link associated with the product or the product group by the second server. If the advertising costs for a product are relatively high and the profits from this product or the turnover with this product is relatively small, the second server may automatically be caused to stop representation of such a link on network pages available from the second server.
• The information with respect to the product and/or the information with respect to the product group is preferably automatically determined by the first server which permits particularly fast performance of the inventive method. The first server may thereby e.g. automatically obtain or request the required information from an (automated) merchandise information system of a provider of the products.
• This object is also achieved by a computer system as mentioned above, wherein
• • the link can be automatically assessed in dependence on the link activated by the user;
  • the assessment can be carried out in dependence on the frequency of activation of the link;
  • it is possible to examine in dependence on the assessment of the link whether the representation of the link on the second network page is to be continued if the link is statically shown on the second network page; and
  • it is possible to examine in dependence on the assessment of the link whether at least one predeterminable parameter shall be changed if the link on the second network page is dynamically generated in dependence on the at least one predeterminable parameter.
• The advantages of the inventive computer system are, in particular, an increase in the efficiency of the overall computer system, since the amount of data to be stored and transmitted is reduced.
• The components of the computer system for carrying out the inventive method are advantageously programmed.
• The realization of this invention in the form of a computer program is particularly important. The computer program can be run on at least one calculating device or a computer, in particular, on a server, and is programmed to carry out the inventive method. Parts of the computer program may be run on different computers in order to carry out the inventive method. The invention is thereby realized by the computer program, wherein this computer program represents the invention in the same sense as the method for the execution of which, the computer program is suitable.
• The computer program is preferably stored on a storage element. A storage element may, in particular, be a Random-Access-Memory, a Read-Only-Memory or a Flash-Memory.
• Further features, possible applications and advantages of the invention can be extracted from the following description of embodiments of the invention which are shown in the drawing. All the features described or shown constitute subject matter of the invention either individually or in arbitrary combination irrespective of their combination in the claims or their dependencies and irrespective of their formulation or representation in the description or in the drawing.
• In the drawing:
• FIG. 1 shows an inventive computer system;
• FIG. 2 shows an inventive computer system, wherein the third server is designed as software;
• FIG. 3 shows an example of a flow chart of the inventive method;
• FIG. 4 shows an example of a flow chart of the inventive method, wherein the second server is designed as a search engine;
• FIG. 5 shows a schematic representation of method steps for carrying out an inventive assessment of a link; and
• FIG. 6 shows a schematic representation of method steps for optimizing an assessed link.
• FIG. 1 shows a computer system1a.Afirst server10ahas aprocessor15 and astorage element17 connected to theprocessor15 via abus system16. Afirst network page11 is stored in thestorage element17. Thefirst server10ais connected to a communications network, e.g. theInternet5, via adata line19.
• Asecond server20 also comprises aprocessor25 and astorage element27 connected to theprocessor25 via abus system26. Asecond network page21 is stored in thestorage element27 which comprises alink22. Thelink22 refers e.g. to thefirst network page11. Thesecond server20 is also connected to theInternet5 via adata line29.
• Athird server30 comprises aprocessor35 and astorage element37 connected to theprocessor35 via abus system36. Acomputer program38 is stored in thestorage element37. Thecomputer program38 realizes e.g. the functionality of the inventive server, i.e. in particular, the assessment and optimization of thelink22 and/or causes changes in thelink22 to be represented. Thethird server30 is also connected to theInternet5 via adata line39.
• Aclient40 is connected to theInternet5 via adata line49. Theclient40 may e.g. be designed as PC (personal computer) on which a browser runs. Theclient40 is moreover associated with amonitor52, akeyboard53, and amouse54, which permit interaction between theuser50 and theclient40. It is feasible to design the client as a so-called Set-Top-Box.
• FIG. 2 shows a computer system1bwhich comprises a first server10b, asecond server20 and aclient40. The functionality of the inventive server is again realized by thecomputer program38. Thecomputer program38 is, however, stored in the computer system1bin thestorage element17 of the first server10bthereby realizing the functionality of thethird server30 ofFIG. 1 also within the first server10b(FIG. 2).FIG. 2 also shows auser60. Theuser60 may e.g. be the operator of the first server10b.
• FIGS. 3 and 4 show examples for execution of the inventive method which is suitably based on the following scenario:
• Theuser60 operates the first server10bvia which theuser50 can order products or services. Thesecond server20 provides anetwork page21 to be called which contains alink22 to thefirst network page11. Thissecond network page21 may e.g. be a purchasing port which represents thelink22 in dependence on a desired service or a certain branch. Thesecond network page21 can, of course, also be accessed via further links (not shown) on further network pages (not shown).
• The method starts withstep100. Instep102, theuser50 requests thesecond network page21 from thesecond server20 via theclient40. This may occur e.g. through direct input of the URL associated with thesecond network page21.
• Instep104, thesecond server20 causes transmission of thesecond network page21 to theclient40. Instep106, thesecond network page21 is interpreted by thebrowser42 and is displayed to theuser50 via themonitor52. Thesecond network page21 shows thelink22. The link may be associated with further text or graphical information which e.g. describe and graphically show a product.
• Instep108, theuser50 activates thelink22 e.g. through pressing a key disposed on the mouse54 (so-called click) causing thebrowser42 to transfer information to thethird server38 instep109. This information is e.g. the URL of thesecond network page21, the URL of thefirst network page11 selected through activation of thelink22, information with respect to a product or a product group associated with the link22 (product identification), and optionally information which is suitable to identify the user50 (user identification).
• Activation of thelink22 also causes theclient40 to request thefirst network page11 from thefirst server10a,10b(step110) and transfer it to theclient40. Theclient40 thereby communicates with the first server10 e.g. via thedata line49, theInternet5 and thedata line19.
• The first server10 causes theclient40 to set a so-called cookie instep112. A cookie is a small file which is locally stored on theclient40 and contains information which gives e.g. information about thesecond network page21, thefirst network page11 and/or theuser50.
• Theuser50 selects further network pages offered by thefirst server10a,10binstep114. These further network pages may typically be directly or indirectly accessed via links shown on thefirst network page11 or other network pages. The further network pages offer e.g. further products or information.
• Theuser50 orders products or services or requests information instep116 which may be effected e.g. through activation of a button provided therefor which is shown on a network page.
• Instep117, theclient40 causes transfer of the data stored in the cookie to the first10a,10band/or thethird server30,38. It is possible e.g. to recognize through the cookie whether theuser50 which carries out an order instep116, has reached thefirst network page11 via thelink22 shown on thesecond network page21 or has requested thefirst network page11 in a different manner. The cookie typically also comprises date and running time. The date shows when the cookie was set. After expiration of the running time, the cookie is automatically deleted from theclient40. The running time consequently determines the period which can lapse between setting of the cookie, i.e. activation of thelink22, and e.g. order of a product, within which activation of thelink22 shall be associated with theuser50 ordering the product.
• Thelink22 is assessed instep119 taking into consideration the data transmitted insteps109 and117. Through basic assessment of thelink22, e.g. all activations (clicks) of thelink22 could be added up within a predeterminable time period. It is also feasible to assess thelink22 in dependence on the turnover which was carried out on the first server by users who have selected thefirst network page11 through activation of thelink22. Assessment may, in particular, also include the data of a merchandise information system. Alink22 may e.g. be assessed as particularly low if it refers to products which are currently not available or the delivery of which is difficult. On the other hand, alink22 may be assessed as high if the products associated therewith can be offered at a particularly favorable price, have a short delivery term or a high profit margin.
• The results of the assessment of thelink22 are provided to theuser60 instep121 e.g. via an automatically generated e-mail. The results of the assessment of thelink22 may also be stored in a region of thestorage element37 of thethird server30 or in a region of thestorage element17 of thefirst server10a,10b, wherein theuser60, e.g. the operator of thefirst server10a,10bhas access to these results.
• Theuser60 changes or removes thelink22 to thenetwork page21 instep123, e.g. by transmitting a corresponding request to the operator of thesecond server20. Thesecond server20 may provide the user with an interface, e.g. in the form of an Internet port which permits theuser60 to change or remove thelink22 e.g. by reducing the text associated with thelink22, adding details and/or adding graphics.
• In the embodiment shown inFIG. 3, thelink22 is removed from thenetwork page21 instep125. As mentioned above, it is feasible to merely change it or leave it unchanged. If thelink22 is an advertising banner, this advertising banner may be replaced by another more effective advertising banner.
• FIG. 4 shows a flow chart of a further embodiment of the inventive method. In this embodiment, thesecond server20 is associated with a search engine which generates a list with links to network pages which can be associated with the transmitted search terms, in dependence on one or more transmitted search terms. Search engines are used e.g. to obtain a list of providers which sell a product which can be determined by search terms. Search engines can be accessed on the Internet e.g. under www.google.de, www.lycos.de and www.altavista.com. The results determined by the search engine in dependence on a search term are transmitted to theuser50 in a HTML document designed as a hit list. Theuser50 can activate the links shown on the hit list and request the corresponding network pages.
• The flow chart shown inFIG. 4 starts instep200. Instep202, theuser50 requests a network page from thesecond server20, which comprises a text entry field into which the user enters a search term via thekeyboard53.
• Theclient40 causes transmission of the search term to thesecond server20 instep204. Instep205, data which permits user identification, and the search term are transmitted to thethird server30. Moreover, a cookie can be generated by thesecond server20 or thethird server30, be transmitted to theclient40 and be stored there. The cookie contains e.g. data, time and the search term.
• Thesecond network page21 is generated on thesecond server20 instep206. Thesecond network page21 contains at least thelink22 which refers to thefirst network page11 of the first server10. The link may be generated in dependence on the search term. One or more search terms are each e.g. associated with one or more product(s) or product group(s)) which are offered by the first server10. If such a search term is transmitted to the search engine via theclient40, the second network page shows links to all products or product groups which are associated with this search term. A so-called product database may thereby be stored in the search engine or in the first server10, which contains association of search terms and products or product groups.
• Thesecond network page21 is transmitted to theclient40 instep208 and displayed to theuser50.
• Instep210, theuser50 activates thelink22 whereby theclient40 transmits the request of thefirst network page11 to thefirst server10a,10b. Instep211, information is transmitted to thefirst server10a,10band/or to thethird server30, which permit identification of the user50 (user identification) and identification of the second server20 (the URL associated with the second network page21).
• Instep212, thefirst network page11 is transmitted by thefirst server10a,10bto theclient40 via theInternet5. Instep214, thefirst network page11 is interpreted by thebrowser42 and displayed on themonitor52. Thefirst network page11 contains e.g. illustrations and descriptions of various products which can be ordered by theuser50 through activation of a corresponding button. Instep216, theuser50 orders a product.
• Information with respect to the user50 (user identification) and/or to the ordered product (product identification) is transmitted to thethird server30 instep217.
• Thelink22 displayed on thesecond network page21 is assessed instep219 advantageously using information which was transmitted insteps205,211 and217. Thelink22 can be assessed analogously to the methods shown instep119 inFIG. 3.
• Thelink22 will, in particular, be assessed in dependence on several bits of information. It may e.g. be reasonable to cause thesecond server20 to display thelink22 associated with a product which is available in low quantities but involves high profit even more frequently on thenetwork page21, to provide a larger and more striking graphic representation of the advertising banner or e.g. associate the product or a product group comprising this product with further search terms in the product database. The cost to be paid by the operator of thefirst server10a,10bto the operator of thesecond server20 for displaying this link may be taken into consideration in the assessment of thislink22.
• Such information concerning products and product groups may also be provided by a merchandise information system. Merchandise information systems may e.g. be information systems provided by a further server which generate, administrate and provide, in addition to a plurality of information concerning the products and product groups, further information, such as e.g. statistics and prognoses concerning this information. Merchandise information systems may provide e.g. the availability of the product or a number of cancellations of orders of the product.
• It is particularly advantageous for the inventive method that the plurality of information concerning thelink22, theuser50, the product and the product group may be used in arbitrary combination to assess thelink22. Towards this end, the use of methods from artificial intelligence may be advantageous.
• The assessment of thelink22 is compared with one or more threshold values instep221, which is/are e.g. predetermined by theuser60 and filed on thethird server30. Step223 examines whether thelink22 on thesecond network page21 should no longer be displayed or be changed in dependence on the result of the comparison, if thesecond network page21 is again transmitted to a client by the second server.
• If the search engine is suited to find one or more providers for a certain product, each provider is again associated with an amount of search terms and each search term is again associated with one or more products or product groups. It is advantageous to display links which refer only to such network pages which are actually of interest to auser50. This permits, in particular, a reduction in the amount of data on the network page transmitted to theclient40.
• If the examination carried out instep223 shows that display of thelink22 transmitted instep204 is to be continued, the method is continued instep202. If the examination instep223 shows that display of thelink22 should be stopped or changed, the search engine associated with thesecond server20 is automatically caused to delete the link from the number of links associated with thefirst server10a,10bor to replace it by another link followed by continuation of the method instep202.
• The result of the examination may also provide that the association of the products or product groups with individual or several search terms is changed. Towards this end, the entries in the product database may be automatically changed. In dependence on the examination result, it is possible to reduce the amount of search terms associated with a product or product group or increase this amount by further search terms. Conversely, the amount of the products or product groups associated with a search term is also changed. A product which is available in large amounts and with particular ease and has a high profit margin and is sold very often, may be associated with further search terms. On the other hand, the number of search terms associated with a product which is only rarely bought, can be reduced. This may cause a product (product group) to no longer be associated with a search term, which means that no search terms are associated with the product (product group).
• FIG. 5 shows the assessment of thelink22 in a schematic and exemplary manner. A user identification is provided by afunction unit302 which permits association of each activation of thelink22 with the user causing the activation, e.g. theuser50.
• The number of all activations of thelink22 carried out within a predeterminable time period is determined and provided in afunction unit304 using e.g. the data transmitted insteps109 or211 ofFIGS. 3 and 4, respectively.
• The number of activations of thelink22 per user is determined in afunction unit305. Towards this end, the total number of activations from thefunction unit304 and the user identification from thefunction unit302 associated with each activation are used.
• Thefunction unit306 provides assessment of a user, e.g. theuser50. Assessment of theuser50 may e.g. involve the payment reliability or products or product groups (books, food, etc.) which thisuser50 orders very frequently.
• Information of a merchandise information system is provided in afunction unit307.
• Thefunction unit308 suitably processes and provides information about the process shown insteps116 and216 ofFIGS. 3 and 4, respectively, (e.g. order of a product, selection of further network pages from thefirst server10a,10b). Towards this end, thefunction unit308 uses e.g. the data transmitted insteps117 and217 ofFIGS. 3 and 4. Thefunction unit308 may provide information for each finished process concerning the type of process (order/purchase of information, goods, services, etc.), the turnover achieved and the user.
• Afunction unit309 weights the activations of thelink22 per user using information provided by thefunction units305,306,307 and308, wherein the activations a carried out by a user A are e.g. not assessed (0·a) if the user A has not ordered. The number of activations b of thelink22 carried out by a user B is e.g. assessed as of little importance (0.5·b) if the user B is constantly in arrears with payment. The activations c of thelink22 carried out by a user C are assessed as highly important (2·c) if the user C effects particularly high turnovers via the network pages of thefirst server10a,10b.
• The actual assessment of thelink22 is carried out in thefunction unit310 through suitable combination of the information provided by thefunction unit309. This is effected e.g. through addition of the data provided by the function unit309 (0·a+0.5·b+2·c). Thelink22 may, of course, also be weighted and assessed exclusively through information from the merchandise information system of thefunction unit307.
• FIG. 6 schematically shows function units which can be used to optimize thelink22. Afunction unit324 examines whether the assessedlink22 shall be optimized using a threshold value provided by thefunction unit323. If thefunction unit324 determines that the assessment of thelink22 is below the threshold value provided by thefunction unit323, thefunction unit324 may effect optimization of thelink22. Towards this end, instructions are generated in afunction unit326 in dependence on a strategy provided by afunction unit325.
• If thelink22 is e.g. associated with a number of search terms on a search engine, the strategy may provide removal or exchange of individual search terms associated with a product or a product group within a product database.
• If thelink22 is e.g. a graphic advertising banner, the strategy may also provide that the advertising banner is removed or replaced by another, more effective advertising banner. Alink22 with text may also be replaced by a representation with differently designed text. If thelink22 is directly associated with a product, the product description may, in particular, be adjusted or another price associated with the product may be stated.
• Thefunction unit326 generates instructions of a suitable format in dependence on the strategy which are transmitted to thesecond server20. A suitable format may e.g. be instructions for a database located on the second server, e.g. (SQL) (Structured Query Language). The database may e.g. be the product database or communicate with the product database.
• Thelink22 is optimized in afunction unit330. Towards this end, the instructions generated by thefunction unit326 are carried out, such as e.g. removal from or change of thelink22 of the database associated with thesecond server20 or change of the search terms associated with a product or a product group.
• It is, of course, possible to also take into consideration further information for theassessment310 of thelink22,examination324 of the assessment orgeneration326 of the instructions, which involves, in particular, the above-mentioned information concerning the product and/or product group.
• The result of the examination generated for thefunction unit324 may also be provided in a suitable form (e.g. via e-mail or via a port) to theuser60 for assessment of the link. In this case, theuser60 could automatically effect optimization of thelink22.
• Another embodiment could provide assessment of thelink22 withoutweighting309. In this case, thefunction units309,306 could e.g. be omitted.
• It is possible to change or omit individual steps or add new steps in the flow charts shown inFIGS. 3 and 4 of embodiments of the inventive method. Several cookies from the first10a,10b, the second20 and/or third30,38 server may be set for theuser50 which would provide an even more exact analysis of the behavior of theuser50 and more precise selection and design of the links shown on thesecond network page21.

Claims (17)

1. Method for optimizing a link (11) to a first network page (11) of a first server (10a,10b) which is displayed on a second network page (21) of a second server (20), wherein

the second network page (21) is requested by the second server (20) via a client (40) associated with a user (50);

the second network page (21) is transmitted to the client (40) by the second server (20);

the user (50) activates the link (22) represented on the second network page (21), characterized in that

the link (22) can be automatically assessed in dependence on the link (22) activated by the user (50), wherein an assessment (310) is carried out in dependence on the frequency (304) of activation of the link (22) by any user and in dependence on at least one process (308) initiated by the user (50) on the first server (10a,10b); and

a static link (22) is automatically examined in dependence on the assessment of that link (22) as to whether display of the static link (22) on the second network page (21) should be continued and a dynamic link (22), which is generated in dependence on at least one predeterminable parameter, is automatically examined in dependence on the assessment (310) of that link (22) whether the at least one and/or another predeterminable parameter should be changed.

2. Method according toclaim 1, characterized in that the assessment is carried out in dependence on at least one process (308) initiated by the user (50) on the first server (10a,10b).

3. Method according toclaim 1 or2, characterized in that upon activation of the link (22), source information is automatically stored and the link (22) is assessed in dependence on the source information.

4. Method according toclaim 3, characterized in that a user identification is assigned on the basis of the source information and/or the user, and the user (50) is automatically assessed (306) on the basis of the user information.

5. Method according toclaim 4, characterized in that the assessment (310) of the link (22) is also carried out in dependence on the user identification (302) and/or the assessment (306) of the user (50).

6. Method according to any one of the preceding claims, characterized in that the assessment (310) of the link (22) and/or examination (324) of the assessment of the link (22) is also carried out in dependence on a threshold value which can be set by a certain user (60), and/or the result of the assessment (310) of the link (22) is automatically stored to be retrievable by that certain user (60).

7. Method according to any one of the preceding claims, characterized in that for a static link (22), the link (22) is automatically removed from the second network page (21) in dependence on the result of the examination (324) and/or for a dynamic link (22), the at least one predeterminable parameter is automatically changed in dependence on the result of the examination (324).

8. Method according to any one of the preceding claims, characterized in that

the second server (20) is associated with a search engine;

the at least one predeterminable parameter is determined by a search term;

the user (50) transmits the at least one search term to the search engine;

the second network page (21) containing the link (22) to the first network page (11) is automatically generated in dependence on the transmitted search term; and

the search engine is caused to stop display of the link (22) on the second network page (21) when it is re-generated in dependence on the result of the examination (324) of the assessment (310) of the link (22).

9. Method according to any one of the preceding claims, characterized in that the link (22) is associated with a product and/or a product group.

10. Method according toclaim 9, characterized in that when the link (22) is activated, an identification of the product and/or product group associated with the link (22) is transmitted to the first server (10a,10b).

11. Method according toclaim 9 or10, characterized in that the link (22) is also assessed in dependence on at least one piece of information concerning the product and/or product group associated with the link (22).

12. Method according to any one of the claims9 through11, characterized in that information from a merchandise information system is used as the at least one piece of information concerning the product and/or the at least one piece of information concerning the product group.

13. Method according toclaim 12, characterized in that the information from the merchandise information system is automatically provided for the assessment.

14. Computer system (1a,1b) comprising a first server (10a,10b), a second server, a client (40) associated with a user (50), at least one link (22) which refers to a first network page (11) of the first server (10a,10b) and can be displayed on a second network page (21) of the second server (20), and a communications network for providing communication between the first server (10a,10b) and the client (40) and between the second server (20) and the client (40), wherein

a network page can be requested from the second server via the client (40);

the second network page (21) can be transmitted to the client (40) by the second server;

the link (22) shown on the second network page (21) can be activated; characterized in that

the link (22) can be automatically assessed (310) in dependence on the link (22) activations by the user (50);

the assessment can be carried out in dependence on the frequency (304) of activation of the link (22);

it is possible to examine (324) in dependence on the assessment of the link (22) whether the representation of the link (22) on the second network page (21) is to be continued;

it is possible to examine in dependence on the assessment (310) of the link (22) whether at least one predeterminable parameter should be changed if the link (22) on the second network page (21) is generated in dependence on the at least one predeterminable parameter.

15. Computer system (1a,1b) according toclaim 14, characterized in that the computer system (1a,1b) is programmed to carry out a method in accordance with any one of the claims2 through13.

16. Computer program (38) which can be run on a computer, in particular, on a server (10a,10b,20,30) in a computer system (1a,1b), characterized in that the computer program (38) is programmed to carry out a method in accordance with any one of the claims1 through23.

17. Computer program (38) according to claim28, characterized in that the computer program (38) is stored on a storage element (17,27,37), in particular, on a Random-Access-Memory, on a Read-Only-Memory or on a Flash-Memory.

Images