JP2012068901A - Server device, system, program and method for providing information regarding web page - Google Patents

Abstract

Provided is a mechanism that enables a website administrator to easily improve a website or advertisement related to the website.
When a general user terminal device 11 displays a Web page in accordance with Web page data received from a Web server device 12, in addition to data indicating the display start and the inflow source of the Web page, a user who is browsing the Web page Operation log data indicating the operation is sent to the analysis server device 13. When the user moves or closes the Web page, the general user terminal device 11 transmits data indicating the display end and the flow destination of the Web page to the analysis server device 13. The analysis server device 13 specifies a Web page to be improved based on the data received from the general user terminal device 11, and provides an improvement proposal to the Web site manager indicating how to improve the specified Web page in a natural language. Present it.
[Selection] Figure 1

Description

  The present invention relates to an access analysis technique for a Web page.

  Nowadays, Web sites play a major role as advertising media for many business entities. Therefore, in order to correctly convey the contents of their products and services, to acquire more customers, and to increase the satisfaction of those customers, many business entities have added to the contents of their websites and their websites. I want to optimize ads that drive viewers.

  Access analysis is generally effective for optimizing websites and their advertisements. The access analysis is based on data such as the number of viewers of each web page included in the website and the presence or absence of a specific action by the viewer of each web page. A method of improvement.

  There are many tools for access analysis, and a popular one is a tool called Google Analytics provided online by Google Inc. (head office: California, USA), for example. Non-Patent Document 1 is a guidebook that describes the general usage of the tool, and describes the contents of data used in access analysis and general access analysis techniques.

Noriyuki Ouchi & Series Editor, “100 Waza Google Analytics Augmented and Revised New Access Analysis Techniques to Strengthen SEO & SEM”, First Edition, Impress Japan Inc., August 1, 2009

  Many existing tools such as Google Analytics provide basic data for access analysis, but it takes time, experience, imagination, etc. to understand what that data means. The

  For example, according to Google Analytics, data called a withdrawal rate in a past predetermined period is presented for each of a plurality of Web pages included in a certain Web site. In general, the exit rate is the ratio of the number of viewers who last viewed the page and left the website (moved to another website or closed the browser) to the total number of viewers of the page Say.

  A web page with a high withdrawal rate is generally evaluated as a bad web page, but if the viewer feels that he has obtained enough information and is happy to leave, the web page is not necessarily a bad web page. is not. Therefore, it is also considered together with information such as what kind of web page has been viewed by the person who has left the web page and whether the person who has viewed the web page has fully viewed the web page. If you don't, you don't know the true meaning of the withdrawal rate data.

  Therefore, when trying to improve a web page by paying attention to the withdrawal rate, the data related to the web page is looked deeply (for example, considering the time when the viewer who has left the web page viewed) Then, it is necessary to consider cross-tabulation and other actions on other Web pages viewed by the same viewer. Since these tasks require a lot of labor, time, experience, imagination, etc., it seems that there are not a few users who have given up on improving the Web site after being confused by the data provided by the tool. The withdrawal rate is a kind of data provided by the tool, but the same applies when reading other types of data.

  In view of the above circumstances, an object of the present invention is to provide a mechanism that enables a website administrator to easily improve a website or an advertisement related to the website.

In order to solve the above problems, the present invention provides:
Web page data for instructing display of a Web page in response to a request from an arbitrary terminal device is placed in the same or different case as the Web server device that transmits to the requesting terminal device, and transmitted from the Web server device An analysis server device for analyzing web page data,
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And acquisition means for acquiring outflow destination data that is data for specifying a Web page that is browsed by the Web page that has performed the display;
One or more pieces of determination condition data each indicating a predetermined condition regarding the browsing behavior of the user's Web page of the user of an arbitrary terminal device, which is indicated by the inflow source data and the outflow destination data acquired by the acquisition unit, are stored. A storage unit that stores proposal data, which is data indicating a Web page or an advertisement improvement proposal related to the Web page in a natural language, in association with each of the above determination condition data;
An analysis server device comprising: a determination unit that determines whether or not a condition indicated by the determination condition data stored in the storage unit is satisfied (first embodiment).

In the first embodiment above,
The acquisition unit acquires display time data indicating a display time of the Web page on the terminal device, transmitted from an arbitrary terminal device that displayed the Web page according to the Web page data received from the Web server device. ,
The determination condition data stored in the storage means may be configured to indicate a predetermined condition related to a user's Web page browsing behavior of an arbitrary terminal device indicated by the display time data acquired by the acquisition means. Good (second embodiment).

In the above first or second embodiment,
The acquisition means is performed by a user of the terminal device on the Web page that has been displayed, transmitted from any terminal device that has displayed the Web page according to the Web page data received from the Web server device A configuration for acquiring operation log data indicating a predetermined operation may be employed (third embodiment).

In the above third embodiment,
The determination condition data stored in the storage unit may be configured to indicate a predetermined condition related to a user's Web page browsing behavior of an arbitrary terminal device indicated by the operation log data acquired by the acquisition unit. Good (fourth embodiment).

In the above third or fourth embodiment,
The acquisition unit relates to a Web page that is a browsing target in the browsing behavior determined to satisfy the condition in the determination by the determination unit, and is a predetermined type of a page that has not been acquired before it is determined that the condition is satisfied. A configuration for acquiring the operation log data indicating an operation may be employed (fifth embodiment).

In any of the first to fifth embodiments described above,
Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A configuration including a transmission unit that transmits to an external device may be employed (sixth embodiment).

In any of the third to fifth embodiments described above,
Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device;
Based on the operation log data acquired by the acquisition means, an instruction to modify the display of the Web page on which the operation indicated by the operation log data is performed is performed on the Web page by a user of an arbitrary terminal device And generating means for generating instruction data for displaying information related to the operation,
The receiving unit receives a request to transmit instruction data regarding one Web page from an external device,
The transmission unit is configured to transmit the instruction data generated by the generation unit with respect to the one Web page to the requesting external device in response to the transmission request of the instruction data received by the reception unit. (Seventh embodiment).

In the fifth embodiment above,
Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device;
Based on the operation log data acquired by the acquisition means, an instruction to modify the display of the Web page on which the operation indicated by the operation log data is performed is performed on the Web page by a user of an arbitrary terminal device And generating means for generating instruction data for displaying information related to the operation,
The receiving unit receives a request to transmit instruction data regarding one Web page from an external device,
In response to the transmission request for the instruction data received by the reception unit, the transmission unit transmits the instruction data generated by the generation unit with respect to the one Web page to an external apparatus that is a request source.
The generation unit is not acquired by the acquisition unit before the determination that the condition is satisfied, with respect to the Web page that is the browsing target in the browsing action determined to satisfy the condition in the determination by the determination unit, A configuration may be adopted in which the instruction data is generated using the operation log data indicating a predetermined operation of a type acquired by the acquisition unit after it is determined that the condition is satisfied (eighth embodiment).

In the seventh or eighth embodiment,
Each of the operation log data acquired by the acquisition unit is accompanied by elapsed time data indicating an elapsed time from a reference time to a time when the operation indicated by the operation log data is performed,
The generation unit generates the instruction data indicating a display of a moving image indicating how long an operation performed on the Web page has been executed from a reference time based on elapsed time data accompanying the operation log data. A configuration may be adopted (9th embodiment).

In any of the seventh to ninth embodiments,
The receiving means receives extraction condition data indicating a condition for filtering operation log data from an external device,
The generation unit may be configured to generate the instruction data using operation log data after filtering according to the condition indicated by the extraction condition data received by the reception unit (tenth implementation) Embodiment).

In any of the third to fifth embodiments described above,
Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device,
The acquisition unit acquires Web page data transmitted to an arbitrary terminal device by the Web server device,
Based on the Web page data and operation log data acquired by the acquisition unit, information related to an operation performed by a user of an arbitrary terminal device indicated by the operation log data is added to the Web page displayed according to the Web page data. A generating means for generating heat map data indicating the heat map
The receiving means receives a transmission request for heat map data related to one Web page from an external device,
The transmission unit transmits the heat map data generated by the generation unit with respect to the one Web page to an external apparatus that is a request source in response to the transmission request of the heat map data received by the reception unit. May be employed (eleventh embodiment).

In the fifth embodiment above,
Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device,
The acquisition unit acquires Web page data transmitted to an arbitrary terminal device by the Web server device,
Based on the Web page data and operation log data acquired by the acquisition unit, information related to an operation performed by a user of an arbitrary terminal device indicated by the operation log data is added to the Web page displayed according to the Web page data. A generating means for generating heat map data indicating the heat map
The receiving means receives a transmission request for heat map data related to one Web page from an external device,
In response to the transmission request for the heat map data received by the reception unit, the transmission unit transmits the heat map data generated by the generation unit for the one web page to an external apparatus that is a request source.
The generation unit is not acquired by the acquisition unit before the determination that the condition is satisfied, with respect to the Web page that is the browsing target in the browsing action determined to satisfy the condition in the determination by the determination unit, A configuration may be adopted in which the heat map data is generated using the operation log data indicating a predetermined operation of a type acquired by the acquisition unit after it is determined that the condition is satisfied (a twelfth embodiment). .

In the eleventh or twelfth embodiment,
Each of the operation log data acquired by the acquisition unit is accompanied by elapsed time data indicating an elapsed time from a reference time to a time when the operation indicated by the operation log data is performed,
The generation means generates the heat map data indicating a display of a moving image indicating how long an operation performed on the Web page has been executed from a reference time based on elapsed time data accompanying the operation log data. The structure to generate | occur | produce may be employ | adopted (13th embodiment).

In any of the eleventh to thirteenth embodiments described above,
The receiving means receives extraction condition data indicating a condition for filtering operation log data from an external device,
The generation unit may generate the heat map data using operation log data after performing filtering according to the condition indicated by the extraction condition data received by the reception unit (fourteenth aspect) Embodiment).

In any of the sixth to fourteenth embodiments described above,
The receiving means receives change time data indicating a change time of Web page data or advertisement related to one Web page from an external device;
The determination means is for any terminal device indicated by the inflow source data and the outflow destination data acquired by the acquisition means for each before and after the time indicated by the change time data received by the reception means. A score indicating the quality of browsing behavior of the one web page of the user is calculated according to a predetermined calculation formula, the scores calculated according to the calculation formula are compared,
The storage means stores evaluation data which is data indicating an evaluation according to a result of comparison of the scores by the determination means in a natural language,
The receiving means receives an evaluation data transmission request from an external device,
In response to the transmission request for the evaluation data received by the reception unit, the transmission unit obtains evaluation data corresponding to the result of the comparison of the scores performed by the determination unit from the storage unit and acquires the request source A configuration for transmitting to an external device may be employed (a fifteenth embodiment).

In any of the first to fifth embodiments described above,
Transmission means for transmitting the proposal data stored in the storage means in association with the determination condition data determined to satisfy the condition by the determination means to a predetermined e-mail address stored in the storage means in advance The structure provided with (16th embodiment) may be employ | adopted.

In the sixteenth embodiment above,
Receiving means for receiving, from an external device, Web page data relating to one Web page or change time data indicating a time when an advertisement is changed;
The determination means is for any terminal device indicated by the inflow source data and the outflow destination data acquired by the acquisition means for each before and after the time indicated by the change time data received by the reception means. A score indicating the quality of browsing behavior of the one web page of the user is calculated according to a predetermined calculation formula, the scores calculated according to the calculation formula are compared,
The storage means stores evaluation data which is data indicating an evaluation according to a result of comparison of the scores by the determination means in a natural language,
The transmission unit may be configured to transmit evaluation data corresponding to a result of the comparison of the scores performed by the determination unit to a predetermined e-mail address stored in the storage unit in advance (first) 17 embodiments).

In any of the first to fifth embodiments described above,
An input unit that enables a user to input data to the user's own device by generating a signal in response to an operation of the user of the user's own device, and the storage that is associated with the determination condition data that is determined to be satisfied by the determination unit A configuration comprising display means for displaying improvement proposals indicated by the proposal data stored in the means may be adopted (eighteenth embodiment).

In the eighteenth embodiment above,
The acquisition unit acquires Web page data transmitted to an arbitrary terminal device by the Web server device,
Based on the Web page data and operation log data acquired by the acquisition unit in response to a request input by the user's operation on the input unit, the operation is performed on the Web page displayed according to the Web page data. A generating unit that generates heat map data indicating a heat map to which information on an operation performed by a user of an arbitrary terminal device indicated by the log data is added;
The display means may be configured to display a heat map according to the heat map data generated by the generating means (19th embodiment).

In the nineteenth embodiment described above,
The generation unit is not acquired by the acquisition unit before the determination that the condition is satisfied, with respect to the Web page that is the browsing target in the browsing action determined to satisfy the condition in the determination by the determination unit, A configuration may be employed in which the heat map data is generated using the operation log data indicating a predetermined type of operation acquired by the acquisition means after it is determined that the condition is satisfied (twentieth embodiment). .

In the nineteenth or twentieth embodiment described above,
Each of the operation log data acquired by the acquisition unit is accompanied by elapsed time data indicating an elapsed time from a reference time to a time when the operation indicated by the operation log data is performed,
The generation means generates the heat map data indicating a display of a moving image indicating how long an operation performed on the Web page has been executed from a reference time based on elapsed time data accompanying the operation log data. A generating configuration may be employed (a twenty-first embodiment).

In any of the nineteenth to twenty-first embodiments described above,
The generation unit is configured to generate the heat map data using operation log data after filtering according to a condition for filtering operation log data, which is input by an operation on the input unit of a user of the own device. (Twenty-second embodiment).

In any of the nineteenth to twenty-second embodiments described above,
The determination unit is acquired by the acquisition unit with respect to each before and after the time when the Web page data or advertisement regarding one Web page input by the user's operation on the input unit is changed. A score indicating the quality of browsing behavior of the one web page of the user of an arbitrary terminal device indicated by the inflow source data and the outflow destination data is calculated according to a predetermined calculation formula, and the scores calculated according to the calculation formula are compared. Done
The storage means stores evaluation data which is data indicating an evaluation according to a result of comparison of the scores by the determination means in a natural language,
The display means obtains evaluation data according to the result of the comparison of the scores performed by the determination means from the storage means in response to a request input by an operation on the input means of the user of the own machine, A configuration for displaying the evaluation indicated by the evaluation data may be employed (a twenty-third embodiment).

In any one of the first to twenty-third embodiments described above,
The condition indicated by each of the one or more determination condition data stored in the storage means is an index indicating an attribute of browsing behavior of a user's Web page of an arbitrary terminal device indicated by the data acquired by the acquisition means. Including a threshold as a parameter,
The determination unit may adopt a configuration in which the threshold value is changed so that the number of Web pages satisfying the condition indicated by the determination condition data or the number of advertisements related to the Web page approaches a predetermined target number. 24 embodiments).

In any one of the first to twenty-third embodiments described above,
The condition indicated by each of the one or more determination condition data stored in the storage means is an index indicating an attribute of browsing behavior of a user's Web page of an arbitrary terminal device indicated by the data acquired by the acquisition means. Including a threshold as a parameter,
The determination means includes an index indicating an attribute of browsing behavior of a user's Web page of an arbitrary terminal device for each Web page satisfying the condition indicated by the determination condition data or an advertisement related to the Web page, and the threshold value. A configuration may be employed in which a score corresponding to the degree of deviation is calculated according to a predetermined calculation formula (25th embodiment).

The present invention also provides
A web server device and an analysis server device arranged in the same or different housing as the web server device,
The web server device
Storage means for storing Web page data for instructing display of a Web page;
Receiving means for receiving a transmission request for Web page data from an arbitrary terminal device;
Transmitting means for transmitting Web page data to the requesting terminal device in response to the transmission request received by the receiving means of the own device;
The analysis server device
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And acquisition means for acquiring outflow destination data that is data for specifying a Web page that is browsed by the Web page that has performed the display;
Storing one or more pieces of determination condition data each indicating a predetermined condition regarding an attribute of a browsing action of a user's Web page of a user of an arbitrary terminal device, which is indicated by the inflow source data and the outflow destination data acquired by the acquisition unit; Storage means for storing proposal data, which is data indicating a Web page or an advertisement improvement proposal related to the Web page in a natural language, in association with each of the one or more determination condition data;
A system comprising: determination means for determining whether or not a condition indicated by the determination condition data stored in the storage means of the own machine is satisfied (sixth embodiment).

The present invention also provides
A computer that implements a Web server device that transmits Web page data instructing display of a Web page in response to a request from an arbitrary terminal device to a requesting terminal device by executing processing according to a predetermined program, or By executing processing according to a predetermined program, a network is established with a Web server device that transmits Web page data instructing display of a Web page in response to a request from an arbitrary terminal device to the requesting terminal device. A computer having communication means for performing data communication via
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And an acquisition process for acquiring outflow destination data, which is data for specifying a Web page that has been browsed by the Web page on which the display is performed,
One or more pieces of determination condition data each indicating a predetermined condition related to the browsing behavior of the user's Web page of the user of any terminal device indicated by the inflow source data and the outflow destination data acquired in the acquisition process are stored in advance. A storage process for storing in advance proposal data, which is data indicating a Web page or an advertisement improvement proposal related to a Web page in a natural language, in association with each of the one or more determination condition data;
And a determination process for determining whether or not a condition indicated by determination condition data stored in advance in the storage process is satisfied (a twenty-seventh embodiment).

The present invention also provides
Web page data for instructing display of a Web page in response to a request from an arbitrary terminal device is placed in the same or different case as the Web server device that transmits to the requesting terminal device, and transmitted from the Web server device An analysis server device that analyzes Web page data
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And an acquisition step for acquiring outflow destination data, which is data for specifying a Web page that is browsed by the Web page on which the display is performed,
One or more pieces of determination condition data each indicating a predetermined condition relating to a user's Web page browsing behavior of an arbitrary terminal device indicated by the inflow source data and the outflow destination data acquired in the acquisition step are stored in advance. A storage step of storing in advance proposal data that is data indicating a Web page or an advertisement improvement proposal related to a Web page in a natural language in association with each of the one or more determination condition data;
And a determination step of determining whether or not a condition indicated by the determination condition data stored in advance in the storage step is satisfied (a twenty-eighth embodiment).

  According to the analysis server device according to the first embodiment of the present invention, a Web page or an advertisement that should be improved based on a browsing route of a Web page by a user of an arbitrary terminal device is identified, and an improvement proposal for the Web page is made. However, it is possible to realize a mechanism that is provided to the website administrator in natural language, thereby reducing the trouble of the website administrator organizing and analyzing data related to access analysis, etc. Can be improved.

  According to the analysis server device according to the second embodiment of the present invention, the Web page that should be improved based on the stay time in each Web page is specified in addition to the Web page browsing route by the user of an arbitrary terminal device. In addition, since it is possible to realize a mechanism in which the Web page improvement proposal is provided in natural language to the Web site administrator, the Web site administrator can improve the Web page more effectively.

  According to the analysis server device according to the third embodiment of the present invention, whether or not a specific operation such as a purchase application operation has been performed on a Web page by a user of an arbitrary terminal device, and what range in the Web page. Information such as whether it was browsed by scrolling can be used in the analysis.

  According to the analysis server device of the fourth embodiment of the present invention, a specific operation such as a purchase application operation is performed by a user of an arbitrary terminal device in addition to a web page browsing route by a user of an arbitrary terminal device. It is possible to realize a mechanism in which a Web page that should be improved is specified based on information on whether or not it has been performed on a Web page, and an improvement proposal for the Web page is provided to the administrator of the Web site in a natural language. Therefore, the administrator of the website can improve the web page more effectively.

  According to the analysis server device according to the fifth embodiment of the present invention, more detailed information regarding the operation performed on the Web page by the user of any terminal device regarding the Web page estimated to be improved. Will be available for analysis.

  According to the analysis server device according to the sixth embodiment of the present invention, the proposal data indicating the improvement proposal is transmitted to an external device in response to a request. Therefore, the administrator of the website uses, for example, his terminal device. You can browse the contents of Web page improvement proposals.

  According to the analysis server device according to the seventh embodiment of the present invention, in addition to the effects described above with respect to the sixth embodiment, any Web page displayed by the Web site administrator, for example, on his / her terminal device can be arbitrarily set. Information on what browsing behavior the user of the terminal device took on the Web page is displayed by, for example, an image or coloring, so that the administrator of the Web site should specifically improve the Web page It is possible to easily consider whether or not.

  According to the analysis server device according to the eighth embodiment of the present invention, detailed information regarding the operation performed by the user of any terminal device on the Web page to be improved is presented to the administrator of the Web site. The Web site administrator can easily consider how to improve the Web page more specifically.

  According to the analysis server device according to the ninth embodiment of the present invention, the moving image showing how the operation performed by the user of the arbitrary terminal device on the Web page to be improved is changed in time series. Since it is displayed, the administrator of the Web site can easily consider how to improve the Web page more specifically.

  According to the analysis server device according to the tenth embodiment of the present invention, an operation that satisfies a predetermined condition among operations performed by a user of an arbitrary terminal device in the Web page to be improved is extracted and the operation is performed. Since the information is displayed, for example, the operation of the user who has left the page is compared with the operation of the user who has moved from the page to the next page, or the user's operation corresponding to the page guided to the page It is possible to compare. Therefore, the administrator of the website can easily consider how to improve the web page more specifically.

  According to the analysis server device according to the eleventh to fourteenth embodiments of the present invention, information on what browsing action the user of an arbitrary terminal device took on a specific Web page is displayed on the Web page. Heat map data, which is data indicating the image and the like, is transmitted to an external device. Therefore, in addition to the effects described above with respect to the seventh to tenth embodiments of the present invention, the terminal device of the Web page administrator can display the heat map without receiving Web page data from the Web server device. The effect is obtained.

  According to the analysis server device of the fifteenth embodiment of the present invention, the browsing behavior of the web page by the user of any terminal device before and after making a change to the web page or advertisement is evaluated and compared. The administrator can easily grasp the effect of the change of the Web page. For example, if the change is not desired, the administrator can re-change, for example, to prevent the decrease in the effect of the Web page.

  According to the analysis server device of the sixteenth embodiment of the present invention, the administrator of the Web page can receive the Web page improvement proposal by e-mail by registering his / her e-mail address in advance. It is convenient.

  According to the analysis server device of the seventeenth embodiment of the present invention, the administrator of the Web page knows the effect of changing the Web page by e-mail by registering his / her e-mail address in advance. Can be convenient.

  According to the analysis server device according to the eighteenth to twenty-second embodiments of the present invention, the Web page administrator directly operates the analysis server device, so that the sixth to tenth embodiments of the present invention have been described above. An effect similar to the effect is brought about. Moreover, according to the analysis server apparatus concerning the 23rd embodiment of this invention, when the administrator of a Web page directly operates an analysis server apparatus, it is the same as the effect mentioned above regarding 14th Embodiment of this invention. The effect is brought about.

  With the analysis server device according to the twenty-fourth embodiment of the present invention, it is possible to present a number of improvement proposals that are set in advance or close to the target number, so that there are too many improvement proposals and the website administrator However, inconveniences such as being unable to cope with these problems, or being unable to improve the website due to too few improvement proposals are avoided.

  According to the analysis server device in the twenty-fifth embodiment of the present invention, a score indicating the importance of each improvement proposal is calculated. Therefore, for example, when presenting improvement proposals, the improvement proposals are displayed in order from the highest grade, or only a predetermined number of improvement proposals are displayed from the highest grade, thereby improving the website more efficiently. In addition, it is possible to avoid the inconvenience that the number of improvement proposals is too large for the Web site manager to cope with them.

  According to the system of the twenty-sixth embodiment of the present invention, the same effect as described above with respect to the first embodiment of the present invention is brought about.

  According to the program according to the twenty-seventh embodiment of the present invention, the analysis server device according to the first embodiment of the present invention is realized by a computer.

  According to the Web page analyzing method of the twenty-eighth embodiment of the present invention, the same effect as described above with respect to the first embodiment of the present invention is brought about.

FIG. 1 is a diagram showing an overall configuration of a Web page analysis system according to an embodiment of the present invention. FIG. 2 is a diagram illustrating a functional configuration of the analysis server device according to the embodiment of the present invention. FIG. 3 is a diagram schematically illustrating the structure of the determination DB stored in the storage unit of the analysis server device according to the embodiment of the present invention. FIG. 4 is a flowchart schematically showing the operation of the Web page analysis system according to the embodiment of the present invention. FIG. 5 is a diagram schematically showing a data structure of browsing behavior log data used in the Web page analysis system according to the embodiment of the present invention. FIG. 6 is a diagram schematically showing the structure of a proposal list used in the Web page analysis system according to the embodiment of the present invention. FIG. 7 is a flowchart schematically showing the operation of the Web page analysis system according to the embodiment of the present invention. FIG. 8 is a diagram schematically showing the content of the improvement proposal page displayed in the Web page analysis system according to the embodiment of the present invention. FIG. 9 is a diagram schematically showing the contents of the heat map page displayed in the Web page analysis system according to the embodiment of the present invention.

(Embodiment)
FIG. 1 is a diagram showing an overall configuration of a Web page analysis system 1 according to an embodiment of the present invention. According to the Web page analysis system 1, for example, in order to guide a visitor to the Web site or the Web site to a Web site manager of a company that has the Web site for sales promotion of its own products and services. For example, “There are many users who came in from this entrance page and they are interested in this site. They are browsing more than twice the average page. If so, why don't you navigate to this page with an advertisement or an external link? " The mechanism is described below.

  The web page analysis system 1 displays a web page in response to a request from the general user terminal device 11 and a general user terminal device 11 that is a terminal device used by a general user who is a web page viewer to browse the web page. A Web server device 12 that transmits Web page data to be instructed to the requesting general user terminal device 11, and a browsing that is transmitted from the general user terminal device 11 when a general user browses a Web page using the general user terminal device 11. Analysis server device 13 that makes web page improvement proposals using various types of data indicating behavior, and management that is a terminal device used by a website administrator to receive and display data indicating improvement proposals from analysis server device 13 Person terminal device 14 is provided.

  The general user terminal device 11 and the Web server device 12, the Web server device 12 and the analysis server device 13, and the analysis server device 13 and the administrator terminal device 14 can communicate with each other via the Internet 19. For example, when the general user terminal device 11 is a mobile phone terminal, these devices may perform data communication with each other via a data communication network other than the Internet 19.

  In FIG. 1, three general user terminal devices 11 a to 11 c are described as examples of the general user terminal device 11, but this number is the number of general users who browse web pages provided from the web server device 12. It will vary arbitrarily depending on the situation.

  In FIG. 1, only one Web server device 12, analysis server device 13, and administrator terminal device 14 are shown, but these numbers can be arbitrarily changed. For example, when one Web site that is a target of Web page analysis by the Web page analysis system 1 is configured by a Web page data group transmitted from a plurality of Web server devices 12 for access distribution, When a plurality of Web sites to be analyzed by the system 1 are each configured by a Web page data group transmitted from different Web server devices 12, the number of Web server devices 12 is plural.

  The analysis server device 13 may also be configured by a plurality of device groups operating in cooperation with each other for processing distribution, or a plurality of independent analysis server devices 13 having different analysis target websites may be provided. Good.

  The number of the administrator terminal devices 14 also varies arbitrarily according to the number of websites and the number of managers of each website.

  The general user terminal device 11 and the administrator terminal device 14 are general terminal devices that can perform data communication with other communication devices via the Internet 19 and have a browser function for browsing web pages. For example, any form such as a desktop PC (Personal Computer), a notebook PC, and a smartphone may be used.

  The Web server device 12 is a general Web server device, and is described in a markup language such as Web page data (for example, HTML (HyperText Markup Language)) that instructs display of each of a plurality of Web pages constituting the Web site. Data) in advance, and in response to a request to transmit Web page data specified by a URI (Uniform Resource Identifier) or the like from an arbitrary general user terminal device 11, the general user terminal device that requested the Web page data 11 to send.

  However, in the Web page data transmitted from the Web server device 12 to the general user terminal device 11, various data (described later) indicating the browsing behavior of the Web page by the user are transmitted from the general user terminal device 11 to the analysis server device 13. Instructions are included. Such an instruction is described in a program language that can be interpreted by a general browser such as JavaScript (registered trademark), for example, and may be included directly in the header or tag of the Web page data, or may be an external file. A configuration may be employed in which the script described as is indirectly included in the Web page data by being read according to the script in the header.

  The administrator of the Web page that uses the Web page analysis system 1 obtains a script to be included in each Web page data from the administrator of the analysis server device 13 (operator of the Web page analysis system 1) in advance, and stores the script. After being embedded in the company's Web page data, it is uploaded to the Web server device 12. Thereby, the analysis server device 13 can receive various data indicating the browsing behavior of the Web page from any general user terminal device 11.

  The analysis server device 13 is a general computer having a hardware configuration capable of data communication with other communication devices via the Internet 19. By causing such a general computer to execute processing according to the program according to the present invention, the analysis server device 13 having the functional configuration described below is realized.

FIG. 2 is a diagram illustrating a functional configuration of the analysis server device 13. The analysis server device 13 has the following functional configuration.
Storage unit 131: Stores various data such as determination condition data (described later) indicating conditions for determining whether to improve the program according to the present invention, the Web page, or the advertisement that leads the viewer to the Web page.
Receiving unit 132: Receives various data transmitted from the Web server device 12 and the administrator terminal device 14.
Transmitter 133: Transmits various data to the Web server device 12 and the administrator terminal device 14.
Determination unit 134: It is determined whether or not the determination condition data stored in the storage unit 131 is satisfied based on various data related to the browsing behavior of the Web page received by the reception unit 132 from the general user terminal device 11, or the Web page Alternatively, it is determined whether or not the performance of the Web page is improved before and after the advertisement is improved.
Generation unit 135: The administrator terminal using detailed data regarding the browsing behavior of the Web page received by the receiving unit 132 from the general user terminal device 11 regarding the Web page targeted for improvement as a result of the determination by the determination unit 134 Instruction data for instructing the display of the heat map for the Web page displayed on the device 14 is generated.

  In addition, the heat map is a display in which a display such as a figure or a color indicating the browsing behavior is added to the web page in order to intuitively understand the browsing behavior of various viewers on a certain web page. is there.

Examples of data indicating the browsing behavior received by the analysis server device 13 from the general user terminal device 11 include the following.
Display start data: Indicates that the target Web page has been opened.
Inflow source data: A Web page that prompts browsing of an opened Web page, a search keyword input by a viewer on the Web page, an advertisement clicked, and the like are identified. For example, it is acquired as referrer information.
User identification data: identifies a viewer. For example, it is acquired as cookie information or a terminal unique ID.
Operation log data: Indicates that the viewer has performed a specific action, such as clicking on a product purchase decision button. In addition, an operation of scrolling the screen in the Web page, an operation of moving the mouse over a specific object or region, an operation of selecting a character in the Web page, and the like are browsing actions indicated by the operation log data.
Display end data: Indicates that the target Web page has been closed by moving to another Web page or closing the browser.
Outflow destination data: The destination Web page that the target Web page prompts browsing, the button clicked on the target Web page, and the like are identified. For example, it is acquired as referrer information related to the Web page to be moved. In addition, when the browser is closed or moved to another Web site, the outflow destination data is data indicating withdrawal.

  The determination unit 134 of the analysis server device 13 identifies a Web page or advertisement to be improved based on the various data indicating the browsing behavior described above, and makes an improvement proposal. For this reason, the storage unit 131 of the analysis server device 13 stores in advance determination condition data indicating conditions for performing the determination.

  FIG. 3 is a diagram schematically showing the structure of data stored in advance in the storage unit 131 of the analysis server device 13 for Web page or advertisement improvement proposals. Hereinafter, the data group shown in FIG. 3 is referred to as a determination DB (Database).

The determination DB is composed of a collection of records corresponding to each improvement proposal type, and each record includes the following fields.
Identification number: identifies each record.
Determination condition data: Indicates a determination condition for determining whether or not the web page / advertisement is an improvement proposal target.
Proposal data: The content of the improvement proposal to be presented according to the determination result is shown in natural language.
Evaluation standard data: Indicates a standard for measuring the performance of a web page before and after the web page / advertisement is changed.
Evaluation data: An evaluation of a Web page change to be presented according to a change in performance before and after the Web page / advertisement change is shown in a natural language.

  For example, the record identified by the identification number 1000 indicates a condition for determining whether or not a listing advertisement is necessary when a listing advertisement having a certain web page as a landing page is posted on any search site. Yes.

  When following the data contained in this record, (1) the conversion rate of the viewer who has flowed into the website with the listing ad as the inflow source is 1% or more, and (2) the other than the listing ad flows into the landing page Proposal to abolish the target listing advertisement (suggestion indicated by proposal data) when the two conditions (the condition indicated by the judgment condition data) that the ratio of the inflowing viewers is 90% or more are satisfied Is done.

  Also, if listing ads are abolished according to the proposal, the effect of the change will be evaluated according to the rate of increase in the number of inflows to the landing page due to the abolition (an index indicated by the evaluation standard data), and the proposal to maintain or withdraw (Proposal indicated by evaluation data) is performed.

  Note that the determination DB includes three types of proposal data according to the purpose. For example, the records identified by the identification numbers 1000 and 3000 include proposal data for making improvement proposals regarding advertisements or the like that guide the viewer to the website from the outside. On the other hand, the records identified by the identification numbers 4110 and 4100 include proposal data for making improvement proposals regarding the entrance page flowing into the website from the outside. The records identified by the identification numbers 5000, 5100, and 5210 include proposal data for making improvement proposals regarding the browsing route in the Web site.

  As described above, the determination DB is used for improvement proposals related to each of the guidance stage before the visitor enters the website, the entrance stage that enters the website, and the flow line stage after entering the website. Since the data is set in advance, it is possible to propose a comprehensive website / advertisement improvement to the website administrator.

  The operation of the web page analysis system 1 will be described below. FIG. 4 is a flowchart schematically showing the operation of the web page analysis system 1 until the analysis server device 13 acquires data necessary for the website / advertisement improvement proposal as the general user browses the web page. It is.

  In the following description, the Web site that is the target of the improvement proposal is the Web site X, the user who accesses the Web site X and browses the Web page is the user A, and the user A uses the Web page for browsing the Web page in general. The user terminal device 11 is assumed to be a general user terminal device 11a, the Web page that the user A first browses is referred to as a Web page p, and Web page data that instructs the display of the Web page p is referred to as Web page data p.

  First, when the user A performs some operation on the general user terminal device 11a, the URI of the web page p is transmitted from the general user terminal device 11a to the web server device 12 (step S001). Here, the transmission of the URI is a transmission request for the Web page data p. In practice, the URI is transmitted to the Internet 19, specified as being addressed to the Web server device 12 by a DNS (Domain Name System) server group arranged in the Internet 19, and transmitted to the Web server device 12. . The same applies to the following description.

  In response to the web page data transmission request, the web server device 12 transmits the web page data p specified by the URI to the general user terminal device 11a (step S002). The general user terminal device 11a interprets the web page data p received by the browser, and displays the web page p on the display (step S003).

  When displaying the web page p, the general user terminal device 11a transmits display start data, inflow source data, and user identification data in accordance with the script included in the web page data p (step S004).

  The analysis server device 13 sequentially stores various data related to browsing behavior such as display start data received from the general user terminal device 11a in the storage unit 131 as browsing behavior log data. FIG. 5 is a diagram schematically showing the data structure of browsing behavior log data. The browsing action log data is a collection of records each storing data transmitted from the general user terminal device 11a. Each record contains the following fields:

Session ID: A session that the general user terminal device 11a maintains with the Web server device 12 while browsing the Web site X is identified. Therefore, when the user A sequentially browses a plurality of web pages in the website X, the same session ID is added to the data related to the browsing behavior on the web pages.

URI: URI for identifying the Web page to be browsed.

Type: Indicates the type of data. For example, “display start” indicates that the data is display start data. Types include “initiating display”, “inflow source”, “outflow destination”, “display end”, “up / down scroll”, “left / right scroll”, “click”, “character selection”, “mouse over”, etc. There is.

Time: Indicates the time when the analysis server device 13 receives data from the general user terminal device 11a. The general user terminal device 11a adds the time data indicating the data transmission time and then transmits the data to the analysis server device 13, and stores the added time data in the time field in the browsing action log data. May be.

Parameters: Various data are stored according to the contents of the type field. For example, when the type is “display start”, there is no parameter other than the time data, so the parameter field is blank. On the other hand, when the type is “inflow source”, for example, in the parameter, for example, the URI of the search site or the search keyword input by the user A at the search site is stored in the parameter field. For example, if the type is related to scrolling, the scroll amount, if clicked, the coordinates, if selected, the number of selected characters and the contents of the selected character string, if the mouse is over, the ID of the object over which the mouse is over Etc. are stored as parameters.

  Returning to FIG. 4, the description of the operation is continued. In the opened web page p, the user A performs various operations associated with browsing, for example, scrolling the screen or hovering over an object that has attracted attention (step S005). The general user terminal device 11a generates operation log data indicating these operations according to the script included in the Web page data p, and sequentially transmits the operation log data to the analysis server device 13 (step S006). The analysis server device 13 stores the received operation log data as browsing action log data.

  Thereafter, the user A moves from the web page p to another web page in the web site X, another web site, or closes the browser, and the browsing of the web page p is ended (step S007). Along with the end of browsing of the web page p, the general user terminal device 11a transmits display end data and outflow destination data to the analysis server device 13 (step S008). These display end data and outflow destination data are also stored as browsing action log data in the analysis server device 13.

  When the user A moves to another Web page on the Web site X, the operations in steps S001 to S008 are repeated for the Web page. Further, every time any web page on the website X is browsed by an arbitrary user, the operations in steps S001 to S008 are repeated for the web page. As such, the storage unit 131 of the analysis server device 13 has browsing behavior log data necessary for making an improvement proposal related to the advertisement being performed to guide the viewer to the website X and the website X. It will be accumulated.

  For example, at a predetermined time every day, the analysis server device 13 satisfies whether each user's browsing behavior indicated by the browsing behavior log data satisfies each determination condition indicated by the determination condition data included in the determination DB (see FIG. 3). Determine whether or not. For example, the determination unit 134 of the analysis server device 13 determines the average browsing page of the viewer who uses the web page p as the entrance page for the average number of browsing pages of all the viewers who browsed the website X every day in the period of the past three months. If the number of days that is twice or more is 50% or more (that is, about 45 days or more), it is determined that the Web page p satisfies the determination condition of the identification number 4110. The analysis server device 13 performs the same determination processing for all the determination condition data for all the Web pages and advertisements of the Web site X.

  The analysis server device 13 generates data indicating the content of the improvement proposal regarding the Web page or advertisement determined to satisfy the determination conditions in the determination process, and writes them as a proposal list. FIG. 6 is a diagram schematically showing the structure of the proposal list written out in such a manner. The proposal list is a collection of records each storing data indicating the contents of improvement proposals. Each record contains the following fields:

Improvement target: Indicates identification information of a Web page / advertisement that satisfies the determination condition.
Proposal content: Indicates an identification number (identification number in the determination DB) for identifying proposal data.
Status: Shows the current status according to whether there is any change to the improvement proposal. In this field, for example, “not changed” indicating that the change has not been made yet in accordance with the improvement proposal, “changed” indicating that the change has already been made in accordance with the improvement proposal, and according to the improvement proposal. “Ignore” indicating that no decision has been made, and “withdrawn” indicating that withdrawal has been made according to the withdrawal when the evaluation of withdrawal of change (described later) is made.
Change comment: When a Web site administrator changes a Web page / advertisement in response to an improvement proposal, a comment describing the content of the change is shown.
Evaluation: Indicates an evaluation regarding the effect of changing the Web page / advertisement in response to the improvement proposal.

  The analysis server device 13 also has a Web server function, for example, and the administrator of the Web site can browse the improvement proposal provided by the analysis server device 13 at any time using the browser of the administrator terminal device 14. The operation of the Web page analysis system 1 performed when the administrator of the Web site X is the administrator Y and the administrator Y browses the improvement proposal will be described below.

  FIG. 7 is a flowchart schematically showing an operation performed in the Web page analysis system 1 when the manager Y browses the improvement proposal. When the administrator Y performs a predetermined operation such as inputting a designated URI in the browser of the administrator terminal device 14, the administrator terminal device 14 transmits the URI to the analysis server device 13 (step S101). This URI transmission is a request for transmission of Web page data of an improvement proposal page.

  The analysis server device 13 transmits the Web page data of the improvement proposal page specified by the URI to the administrator terminal device 14 (step S102). At this time, for example, if the URI input to the browser by the administrator Y is a unique URI assigned to the website X, the analysis server device 13 has an improvement proposal page to be transmitted to the administrator terminal device 14 based on the URI. It can be specified that it is related to the Web site X. Alternatively, between steps S101 and S102, for example, by causing the administrator to authenticate the administrator using a user ID and a password, the improvement proposal page that the analysis server device 13 should transmit to the administrator terminal device 14 is any Web page. A configuration that can specify whether the site is related may be adopted.

  The administrator terminal device 14 displays the improvement proposal page on the display according to the Web page data of the improvement proposal page (step S103). FIG. 8 is a diagram schematically showing the content of the improvement proposal page. The improvement proposal page is identified in the decision DB (see FIG. 3) for the record whose status is “unchanged” in the proposal list (see FIG. 6) by the contents of the improvement target field and the identification number included in the proposal content field. The contents of the proposed data are displayed as a list of improvement proposal targets and improvement proposals, respectively. In the improvement proposal page, for the record whose status is “changed” in the proposal list (see FIG. 6) and the evaluation indicates that the change is withdrawn, the content of the improvement target field and the content of the evaluation field are improved respectively. Listed as suggestions and improvement suggestions.

  Administrator Y considers whether or not to change the Web page / advertisement according to the improvement proposal displayed on the improvement proposal page, and if so, what kind of change should be specifically made. In this case, the heat map of the target Web page (if the improvement target is an advertisement, the landing page of the advertisement) can be displayed. Therefore, a “heat map display” button is displayed on the right side of the display line of each improvement proposal on the improvement proposal page. These buttons are linked to the URI of the Web page that is the target of each improvement proposal.

  When the administrator Y operates the administrator terminal device 14 and clicks the “heat map display” button in any row, the administrator terminal device 14 transmits Web page data including the URI linked to the button. The request is transmitted to the web server device 12 (step S104). The Web server device 12 transmits Web page data corresponding to the URI included in the transmission request to the administrator terminal device 14 (step S105).

  In parallel with the processing of Step S104 and Step S105, the administrator terminal device 14 transmits a transmission request for Web page data of the heat map page to the analysis server device 13 (Step S106). The transmission request transmitted in step S106 includes a URI linked to the “heat map display” button clicked by the administrator Y.

  When the analysis server device 13 receives the transmission request for the heat map page, the generation unit 135 of the analysis server device 13 extracts and extracts the record including the URI included in the transmission request from the browsing behavior log data (see FIG. 5). Web page data for instructing display of the heat map page is generated using the operation log data included in the record (step S107).

  In step S107, the generation unit 135 uses, for example, an image obtained by plotting coordinates on a Web page clicked by an arbitrary viewer in the past month as an image for displaying a default heat map. Instruction data for generating an instruction to generate and display the image (hereinafter referred to as “heat map image”) on the target Web page is generated. The generation unit 135 displays Web page data for instructing display of the frame of the heat map page, display of the target Web page in a predetermined area of the frame, and display of the heat map image according to the instruction data on the displayed Web page. Is generated.

  The analysis server device 13 transmits the generated web page data of the heat map page to the administrator terminal device 14 (step S108). The administrator terminal device 14 displays the heat map page on the display using the web page data received from the web server device 12 in step S105 according to the web page data of the heat map page received in step S108 (step S109).

  FIG. 9 is a diagram schematically showing the contents of the heat map page displayed on the display of the administrator terminal device 14. In the upper area of the heat map page, a target web page with a heat map image added is displayed. As a result, the administrator can intuitively obtain information indicating which object on the Web page is frequently clicked.

  However, the heat map displayed by default does not necessarily include meaningful information for improving the Web page. Therefore, in the Web page analysis system 1, a filtering function can be used to provide more meaningful information as a heat map. By using the filtering function, the administrator can create a heat map that uses only the data within the specified period, a heat map that uses only the data of the viewer with a short visit interval, and the first visitor's viewer. The administrator terminal device 14 can display a heat map generated using only the data.

  In the analysis of Web pages, for example, not only static information indicating which objects have been frequently clicked in the past month, but also how the objects frequently clicked in the past month have changed. Dynamic information that changes with the passage of time, such as whether or not an object is frequently clicked (click timing) after a Web page is opened (time series change) It is. In the Web page analysis system 1, such dynamic information can also be displayed on the heat map as a moving image.

  In the lower area of the heat map page, there is a parameter input field for filtering as described above, and a button for instructing whether to display the heat map as a still image, a moving image (time-series change) or a moving image (click timing). Has been placed.

  When the administrator Y inputs a parameter for filtering and clicks any button for instructing display of the heat map, the administrator terminal device 14 displays the designated data including the designated parameter and data indicating the display method. A transmission request is transmitted to the analysis server device 13 (step S110).

  The generation unit 135 of the analysis server device 13 extracts data satisfying the condition from the browsing action log data according to the filtering parameter included in the instruction data transmission request, and uses the extracted data according to the designated display method. Instruction data for displaying the heat map image on the Web page is generated (step S111).

  At that time, if the specified display method is a moving image (time-series change), an instruction to sequentially display plots at a position on the Web page where each click is performed, in a time scale corresponding to the clicked time. Data is generated. If the designated display method is a moving image (click timing), the time corresponding to the elapsed time from the time when the Web page was opened to the time when the Web page was clicked at the position on the Web page where each click was performed. The instruction data for performing the plot display is sequentially generated on the scale.

  The analysis server device 13 transmits the instruction data generated as described above to the administrator terminal device 14 (step S112). The administrator terminal device 14 redisplays the heat map image in the upper area of the heat map page according to the received instruction data (step S113).

  In the above description, a case where the clicked position is displayed as a heat map image has been described as an example. However, it goes without saying that information regarding other operations by the viewer may be displayed as a heat map image. For example, the display area in the web page changes according to the scroll operation of the viewer. Therefore, a heat map image may be displayed on the heat map page that displays the display area in the web page with a color shade according to the display frequency. The same applies to other operations such as a mouse-over of the viewer and selection of a character string.

  Administrator Y decides whether and how to change the Web page and advertisement based on the information obtained from the improvement proposal page and the heat map page described above, and changes as necessary. Execute. Then, by accessing the administrator page of the analysis server device 13 using the administrator terminal device 14, a comment indicating whether or not the change has been executed, and when executed, the change time and the contents of the change are sent to the analysis server device 13. sign up. As a result, the status, change time, and change comment of the proposal list (see FIG. 6) stored in the storage unit 131 of the analysis server device 13 are updated.

  For example, at a predetermined time every day, the determination unit 134 of the analysis server device 13 identifies the improvement target Web page or advertisement indicated in the record whose proposal list status is “changed” by the identification number indicated in the proposal content. The record to be searched is searched from the determination DB (see FIG. 3). Then, the index indicated by the evaluation criterion data included in the retrieved determination DB record is calculated before and after the change time indicated in the proposal list record, and the evaluation data corresponding to the change rate of the index is recorded in the determination DB record. Read from. The read evaluation data is stored in the evaluation field of the proposal list record.

  In this way, evaluation according to the effect of the change to the Web page / advertisement is reflected in the proposal list. For example, when the performance of the Web site deteriorates as a result of the change, a proposal is made to withdraw the change immediately. Therefore, even if the improvement proposal is wrong or the change according to the improvement proposal does not hit the target, the damage can be minimized.

  As described above, according to the Web page analysis system 1, a Web page / advertisement improvement proposal is automatically made in a natural language, and an evaluation according to the effect of the change is automatically presented. The administrator can easily improve the Web site without requiring labor, time, labor, experience, imagination and the like required for conventional access analysis.

(Modification)
The above-described embodiments can be variously modified within the scope of the technical idea of the present invention. Examples of these modifications are shown below.

  In the Web page analysis system 1 described above, a configuration in which the analysis server device 13 is arranged in a different housing from the Web server device 12 and performs data communication with each other via the Internet 19 is adopted. Instead, a configuration in which the analysis server device 13 is arranged in the same housing as the Web server device 12 and one device also serves as these may be employed. In that case, the analysis server device 13 directly acquires the data acquired from the Web server device 12 without going through the network.

  Further, when the analysis server device 13 is disposed in the same housing as the Web server device 12, the administrator of the Web site may be able to directly operate the device that serves as both the analysis server device 13 and the Web server device 12. In this case, various operations of the Web site administrator for the analysis server device 13 do not need to be performed via the Internet 19 using the administrator terminal device 14, but are performed by the administrator operating the analysis server device 13 directly. It may be broken.

  Further, in the Web page analysis system 1 described above, a configuration in which an administrator of a Web site browses improvement proposals by accessing the analysis server device 13 using the administrator terminal device 14 is employed. The method of providing the improvement proposal to the administrator of the website is not limited to this. For example, a configuration may be adopted in which the content of improvement proposals is periodically transmitted in the form of an e-mail to an e-mail address registered in advance in the analysis server device 13. Further, when the Web server device 12 also serves as the analysis server device 13 and the Web site administrator can directly operate the device, an improvement proposal page is displayed on the display of the analysis server device 13 so that the administrator can make an improvement proposal. May be made.

  Further, in the Web page analysis system 1 described above, a configuration is adopted in which the administrator terminal device 14 receives the Web page data to be used for display of the heat map page from the Web server device 12. Alternatively, at the timing when the analysis server device 13 receives the Web page data transmission request of the heat map page, the analysis server device 13 receives the Web page data to be improved from the Web server device 12 and uses it to determine the heat map page. A configuration for generating Web page data may be employed. In that case, the analysis server device 13 may generate data indicating the heat map as still image data or moving image data, and transmit the data to the administrator terminal device 14. In this case, the administrator terminal device 14 simply displays the still image or the moving image according to the received data, so that the process becomes simple.

  Further, when the analysis server device 13 adopts a configuration in which the Web page data to be improved is received from the Web server device 12 in advance, the Web page data before the change and the Web page data after the change are stored in the analysis server device 13. If stored, the heat map images before and after the change can be reflected on the Web pages before and after the change, which is desirable.

  Further, regarding which Web page data is used for the heat map, for example, the analysis server device 13 has received and stored in advance the Web server device 12 for displaying the heat map regarding the Web page before the change. A combination of using Web page data and using the Web page data received by the general user terminal device 11 or the analysis server device 13 from the Web server device 12 for the display of the heat map related to the current Web page. A configuration may be employed.

  In the Web page analysis system 1 described above, the analysis server device 13 is configured to receive various data indicating browsing behavior such as operation log data from the general user terminal device 11. The method for acquiring various data indicating the browsing behavior is not limited thereto. For example, the general user terminal device 11 may transmit various data indicating browsing behavior to the Web server device 12, and the analysis server device 13 may receive the data from the Web server device 12.

  In the Web page analysis system 1 described above, for example, a heat map based on a moving image (click timing) is generated using the elapsed time from the opening timing of the Web page to the execution timing of various operations indicated by operation log data or the like. In such a case, the elapsed time is obtained by calculating in the analysis server device 13 based on the time data accompanying the display start data and the time data accompanying the operation log data. Instead, when the operation log data or the like is generated in the general user terminal device 11, the elapsed time data indicating the elapsed time from the reference time such as the display start time is generated, and the analysis server device 13 together with the operation log data is generated. A configuration for transmission may be employed.

  In the Web page analysis system 1 described above, the type of data indicating the browsing behavior acquired by the analysis server device 13 from the general user terminal device 11 has been described as being indistinguishable for any Web page. The type of data that the analysis server device 13 acquires from the general user terminal device 11 for each Web page may be varied according to the presence or absence and the content thereof.

  For example, the operation log data used only for generating the heat map image is configured to be transmitted from the general user terminal device 11 to the analysis server device 13 only with respect to the Web page that is the target of the improvement proposal. The amount of data transmitted from the device 11 to the analysis server device 13 can be reduced, and the processing of those devices can be reduced.

  Further, when the determination condition is determined by two steps or three or more steps, the analysis server device 13 acquires only the necessary type of operation log data from the general user terminal device 11 according to the determination step, which is useless. Data communication and processing can be reduced. For example, the improvement target candidate Web page is identified by the first determination based on the departure rate, and the second determination using the operation log data regarding the scroll amount is performed on the identified Web page, thereby improving the improvement target candidate Web page. A configuration may be adopted in which it is determined whether or not to improve the page and what kind of improvement proposal is to be made. In that case, for the first determination, only the data necessary for calculating the departure rate is transmitted from the general user terminal device 11 to the analysis server device 13, and after the first determination, only the data relating to the scroll amount is transmitted. By transmitting from the general user terminal device 11 to the analysis server device 13, useless data communication and processing are reduced.

  In the Web page analysis system 1 described above, a configuration in which the analysis server device 13 generates the Web page data of the heat map page in response to a transmission request from the administrator terminal device 14 is adopted. The web page data of the map page (default) may be generated in advance in the analysis server device 13. In that case, transmission of Web page data in response to a transmission request from the administrator terminal device 14 is promptly executed.

  In the Web page analysis system 1 described above, determination condition data and evaluation data used to determine whether or not to make an improvement proposal are fixed as determination condition data and evaluation data stored in the determination DB (see FIG. 3). However, it is not necessarily fixed. The determination condition data and the evaluation data are set by the administrator of the analysis server device 13 or the Web site administrator according to the current status or purpose of each Web site, for example, the threshold of the conversion rate or bounce rate that is a parameter of the determination condition. Of course, the determination unit 134 of the analysis server device 13 may be provided with a function of automatically adjusting those threshold values.

  For example, even if improvement proposals related to a large number of Web pages and advertisements are made at one time, it is difficult to deal with all of them, which is inconvenient for the Web site administrator. In addition, the condition indicated by the set determination condition data may be too loose, so that most Web pages or advertisements do not satisfy the condition, and the number of improvement proposals may be too small. In the first place, it is not easy to set appropriate strict conditions. Therefore, the number of improvement proposals (or a range of numbers) to be presented at a time is set in advance, and the determination unit 134 sets each number of improvement proposals according to the number (or a range of numbers). A configuration may be adopted in which the determination is performed while adjusting the threshold value of the parameter included in the determination condition data up and down.

  In this case, if the number of Web pages or advertisements that satisfy the determination condition is larger than the number of target improvement proposals, the determination unit 134 changes the threshold value of each determination condition data so as to relax the determination condition (that is, improvement is required). The number of Web pages and advertisements is determined. On the other hand, if the number of Web pages or advertisements that satisfy the determination condition is smaller than the number of target improvement proposals, the determination unit 134 changes the threshold value of each determination condition data to be stricter and satisfies the determination condition (that is, improvement is required). Then, the number of Web pages and advertisements is determined. As a result, it is desirable that the conditions are automatically tuned to be appropriate for the target Web site, and only the improvement proposal with a high priority is presented to the Web site manager.

  Instead of the above-described configuration that automatically adjusts the number of improvement proposals, a configuration may be employed in which the determination unit 134 performs a score on the importance of improvement proposals and makes improvement proposals in descending order of importance. In that case, for example, the determination unit 134 determines each improvement proposal according to a predetermined calculation formula according to the degree of deviation between the threshold value of the index included in the determination condition data and the index actually obtained from the browsing behavior of an arbitrary viewer. Make a score. Then, if a list of improvement proposals in descending order of those scores or a list of only a predetermined number of improvement proposals in descending order of scores is displayed on the improvement proposal page (see FIG. 8), the Web The site manager can improve the Web site more efficiently by taking improvement measures in order from the improvement proposals located at the top of the list.

  Note that the conditions, data, and the like used in the description of the above-described embodiment are merely examples, and the present invention is not limited thereto. Further, even if the order of processing in the description of the above-described embodiment is changed, it may be freely changed as long as a similar result is obtained.

  In the Web page analysis system 1 described above, the analysis server device 13 is realized by causing a general-purpose computer to execute processing according to the program according to the present invention. 13 may be realized.

  The analysis server device, system, program, and method according to the present invention can be widely used in all industries that use Web pages for commercial use.

  DESCRIPTION OF SYMBOLS 1 ... Web page analysis system, 11 ... General user terminal device, 12 ... Web server device, 13 ... Analysis server device, 14 ... Administrator terminal device, 19 ... Internet, 131 ... Memory | storage part, 132 ... Reception part, 133 ... Transmission Part, 134 ... determination part, 135 ... generation part.

Claims (28)

Web page data for instructing display of a Web page in response to a request from an arbitrary terminal device is placed in the same or different case as the Web server device that transmits to the requesting terminal device, and transmitted from the Web server device An analysis server device for analyzing web page data,
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And acquisition means for acquiring outflow destination data that is data for specifying a Web page that is browsed by the Web page that has performed the display;
One or more pieces of determination condition data each indicating a predetermined condition regarding the browsing behavior of the user's Web page of the user of an arbitrary terminal device, which is indicated by the inflow source data and the outflow destination data acquired by the acquisition unit, are stored. A storage unit that stores proposal data, which is data indicating a Web page or an advertisement improvement proposal related to the Web page in a natural language, in association with each of the above determination condition data;
An analysis server device comprising: determination means for determining whether or not a condition indicated by the determination condition data stored in the storage means is satisfied. The acquisition unit acquires display time data indicating a display time of the Web page on the terminal device, transmitted from an arbitrary terminal device that displayed the Web page according to the Web page data received from the Web server device. ,
The determination condition data stored in the storage means indicates a predetermined condition related to browsing behavior of a user's Web page of an arbitrary terminal device, which is indicated by display time data acquired by the acquisition means. Analysis server device. The acquisition means is performed by a user of the terminal device on the Web page that has been displayed, transmitted from any terminal device that has displayed the Web page according to the Web page data received from the Web server device The analysis server device according to claim 1, wherein operation log data indicating a predetermined operation is acquired. The determination condition data stored in the storage means indicates a predetermined condition related to browsing behavior of a user's Web page of a user of an arbitrary terminal device, which is indicated by operation log data acquired by the acquisition means. Analysis server device. The acquisition unit relates to a Web page that is a browsing target in the browsing behavior determined to satisfy the condition in the determination by the determination unit, and is a predetermined type of a page that has not been acquired before it is determined that the condition is satisfied. The analysis server device according to claim 3, wherein the operation log data indicating an operation is acquired. Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit The analysis server device according to claim 1, further comprising: a transmission unit configured to transmit to an external device. Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device;
Based on the operation log data acquired by the acquisition means, an instruction to modify the display of the Web page on which the operation indicated by the operation log data is performed is performed on the Web page by a user of an arbitrary terminal device And generating means for generating instruction data for displaying information related to the operation,
The receiving unit receives a request to transmit instruction data regarding one Web page from an external device,
The transmission unit transmits the instruction data generated by the generation unit with respect to the one Web page to an external apparatus that is a request source in response to the transmission request for the instruction data received by the reception unit. The analysis server apparatus in any one of thru | or 5. Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device;
Based on the operation log data acquired by the acquisition means, an instruction to modify the display of the Web page on which the operation indicated by the operation log data is performed is performed on the Web page by a user of an arbitrary terminal device And generating means for generating instruction data for displaying information related to the operation,
The receiving unit receives a request to transmit instruction data regarding one Web page from an external device,
In response to the transmission request for the instruction data received by the reception unit, the transmission unit transmits the instruction data generated by the generation unit with respect to the one Web page to an external apparatus that is a request source.
The generation unit is not acquired by the acquisition unit before the determination that the condition is satisfied, with respect to the Web page that is the browsing target in the browsing action determined to satisfy the condition in the determination by the determination unit, The analysis server device according to claim 5, wherein the instruction data is generated using the operation log data indicating a predetermined operation of a type acquired by the acquisition unit after it is determined that the condition is satisfied. Each of the operation log data acquired by the acquisition unit is accompanied by elapsed time data indicating an elapsed time from a reference time to a time when the operation indicated by the operation log data is performed,
The generation unit generates the instruction data indicating a display of a moving image indicating how long an operation performed on the Web page has been executed from a reference time based on elapsed time data accompanying the operation log data. The analysis server device according to claim 7 or 8. The receiving means receives extraction condition data indicating a condition for filtering operation log data from an external device,
The analysis according to any one of claims 7 to 9, wherein the generation unit generates the instruction data using operation log data after performing filtering according to the condition indicated by the extraction condition data received by the reception unit. Server device. Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device,
The acquisition unit acquires Web page data transmitted to an arbitrary terminal device by the Web server device,
Based on the Web page data and operation log data acquired by the acquisition unit, information related to an operation performed by a user of an arbitrary terminal device indicated by the operation log data is added to the Web page displayed according to the Web page data. A generating means for generating heat map data indicating the heat map
The receiving means receives a transmission request for heat map data related to one Web page from an external device,
The transmission unit transmits the heat map data generated by the generation unit with respect to the one Web page to an external apparatus that is a request source in response to a transmission request for the heat map data received by the reception unit. Item 6. The analysis server device according to any one of Items 3 to 5. Receiving means for receiving a request to send proposal data from an external device;
In response to the transmission request for the proposal data received by the receiving unit, the proposal data stored in the storage unit in association with the determination condition data determined to satisfy the condition by the determination unit A transmission means for transmitting to an external device,
The acquisition unit acquires Web page data transmitted to an arbitrary terminal device by the Web server device,
Based on the Web page data and operation log data acquired by the acquisition unit, information related to an operation performed by a user of an arbitrary terminal device indicated by the operation log data is added to the Web page displayed according to the Web page data. A generating means for generating heat map data indicating the heat map
The receiving means receives a transmission request for heat map data related to one Web page from an external device,
In response to the transmission request for the heat map data received by the reception unit, the transmission unit transmits the heat map data generated by the generation unit for the one web page to an external apparatus that is a request source.
The generation unit is not acquired by the acquisition unit before the determination that the condition is satisfied, with respect to the Web page that is the browsing target in the browsing action determined to satisfy the condition in the determination by the determination unit, The analysis server device according to claim 5, wherein the heat map data is generated using the operation log data indicating a predetermined operation of a type acquired by the acquisition unit after it is determined that the condition is satisfied. Each of the operation log data acquired by the acquisition unit is accompanied by elapsed time data indicating an elapsed time from a reference time to a time when the operation indicated by the operation log data is performed,
The generation means generates the heat map data indicating a display of a moving image indicating how long an operation performed on the Web page has been executed from a reference time based on elapsed time data accompanying the operation log data. The analysis server device according to claim 11 or 12. The receiving means receives extraction condition data indicating a condition for filtering operation log data from an external device,
The said production | generation means produces | generates the said heat map data using the operation log data after filtering according to the conditions shown by the extraction condition data received by the said reception means. Analysis server device. The receiving means receives change time data indicating a change time of Web page data or advertisement related to one Web page from an external device;
The determination means is for any terminal device indicated by the inflow source data and the outflow destination data acquired by the acquisition means for each before and after the time indicated by the change time data received by the reception means. A score indicating the quality of browsing behavior of the one web page of the user is calculated according to a predetermined calculation formula, the scores calculated according to the calculation formula are compared,
The storage means stores evaluation data which is data indicating an evaluation according to a result of comparison of the scores by the determination means in a natural language,
The receiving means receives an evaluation data transmission request from an external device,
In response to the transmission request for the evaluation data received by the reception unit, the transmission unit obtains evaluation data corresponding to the result of the comparison of the scores performed by the determination unit from the storage unit and acquires the request source The analysis server device according to claim 6, which is transmitted to an external device. Transmission means for transmitting the proposal data stored in the storage means in association with the determination condition data determined to satisfy the condition by the determination means to a predetermined e-mail address stored in the storage means in advance The analysis server device according to any one of claims 1 to 5. Receiving means for receiving, from an external device, Web page data relating to one Web page or change time data indicating a time when an advertisement is changed;
The determination means is for any terminal device indicated by the inflow source data and the outflow destination data acquired by the acquisition means for each before and after the time indicated by the change time data received by the reception means. A score indicating the quality of browsing behavior of the one web page of the user is calculated according to a predetermined calculation formula, the scores calculated according to the calculation formula are compared,
The storage means stores evaluation data which is data indicating an evaluation according to a result of comparison of the scores by the determination means in a natural language,
The analysis server apparatus according to claim 16, wherein the transmission unit transmits evaluation data corresponding to a result of the comparison of the scores performed by the determination unit to a predetermined e-mail address stored in the storage unit in advance. . An input unit that enables a user to input data to the user's own device by generating a signal in response to an operation of the user of the user's own device, and the storage that is associated with the determination condition data that is determined to be satisfied by the determination unit The analysis server device according to claim 1, further comprising display means for displaying an improvement proposal indicated by proposal data stored in the means. The acquisition unit acquires Web page data transmitted to an arbitrary terminal device by the Web server device,
Based on the Web page data and operation log data acquired by the acquisition unit in response to a request input by the user's operation on the input unit, the operation is performed on the Web page displayed according to the Web page data. A generating unit that generates heat map data indicating a heat map to which information on an operation performed by a user of an arbitrary terminal device indicated by the log data is added;
The analysis server device according to claim 18, wherein the display unit displays a heat map according to heat map data generated by the generation unit. The generation unit is not acquired by the acquisition unit before the determination that the condition is satisfied, with respect to the Web page that is the browsing target in the browsing action determined to satisfy the condition in the determination by the determination unit, The analysis server device according to claim 19, wherein the heat map data is generated using the operation log data indicating a predetermined operation of a type acquired by the acquisition unit after it is determined that a condition is satisfied. Each of the operation log data acquired by the acquisition unit is accompanied by elapsed time data indicating an elapsed time from a reference time to a time when the operation indicated by the operation log data is performed,
The generation means generates the heat map data indicating a display of a moving image indicating how long an operation performed on the Web page has been executed from a reference time based on elapsed time data accompanying the operation log data. The analysis server device according to claim 19 or 20. The generation unit generates the heat map data by using the operation log data after filtering according to the condition for filtering the operation log data, which is input by the user's operation on the input unit. The analysis server apparatus in any one of thru | or 21. The determination unit is acquired by the acquisition unit with respect to each before and after the time when the Web page data or advertisement regarding one Web page input by the user's operation on the input unit is changed. A score indicating the quality of browsing behavior of the one web page of the user of an arbitrary terminal device indicated by the inflow source data and the outflow destination data is calculated according to a predetermined calculation formula, and the scores calculated according to the calculation formula are compared. Done
The storage means stores evaluation data which is data indicating an evaluation according to a result of comparison of the scores by the determination means in a natural language,
The display means obtains evaluation data according to the result of the comparison of the scores performed by the determination means from the storage means in response to a request input by an operation on the input means of the user of the own machine, The analysis server device according to any one of claims 19 to 22, wherein an evaluation indicated by the evaluation data is displayed. The condition indicated by each of the one or more determination condition data stored in the storage means is an index indicating an attribute of browsing behavior of a user's Web page of an arbitrary terminal device indicated by the data acquired by the acquisition means. Including a threshold as a parameter,
The said determination means changes the said threshold value so that the number of the advertisement regarding the web page or web page which satisfy | fills the conditions shown by the said determination condition data approaches the predetermined target number. The analysis server device described. The condition indicated by each of the one or more determination condition data stored in the storage means is an index indicating an attribute of browsing behavior of a user's Web page of an arbitrary terminal device indicated by the data acquired by the acquisition means. Including a threshold as a parameter,
The determination means includes an index indicating an attribute of browsing behavior of a user's Web page of an arbitrary terminal device for each Web page satisfying the condition indicated by the determination condition data or an advertisement related to the Web page, and the threshold value. The analysis server device according to any one of claims 1 to 23, wherein a score corresponding to a degree of deviation is calculated according to a predetermined calculation formula. A web server device and an analysis server device arranged in the same or different housing as the web server device,
The web server device
Storage means for storing Web page data for instructing display of a Web page;
Receiving means for receiving a transmission request for Web page data from an arbitrary terminal device;
Transmitting means for transmitting Web page data to the requesting terminal device in response to the transmission request received by the receiving means of the own device;
The analysis server device
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And acquisition means for acquiring outflow destination data that is data for specifying a Web page that is browsed by the Web page that has performed the display;
Storing one or more pieces of determination condition data each indicating a predetermined condition regarding an attribute of a browsing action of a user's Web page of a user of an arbitrary terminal device, which is indicated by the inflow source data and the outflow destination data acquired by the acquisition unit; Storage means for storing proposal data, which is data indicating a Web page or an advertisement improvement proposal related to the Web page in a natural language, in association with each of the one or more determination condition data;
A determination unit that determines whether or not a condition indicated by the determination condition data stored in the storage unit of the own machine is satisfied. A computer that implements a Web server device that transmits Web page data instructing display of a Web page in response to a request from an arbitrary terminal device to a requesting terminal device by executing processing according to a predetermined program, or By executing processing according to a predetermined program, a network is established with a Web server device that transmits Web page data instructing display of a Web page in response to a request from an arbitrary terminal device to the requesting terminal device. A computer having communication means for performing data communication via
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And an acquisition process for acquiring outflow destination data, which is data for specifying a Web page that has been browsed by the Web page on which the display is performed,
One or more pieces of determination condition data each indicating a predetermined condition related to the browsing behavior of the user's Web page of the user of any terminal device indicated by the inflow source data and the outflow destination data acquired in the acquisition process are stored in advance. A storage process for storing in advance proposal data, which is data indicating a Web page or an advertisement improvement proposal related to a Web page in a natural language, in association with each of the one or more determination condition data;
And a determination process for determining whether a condition indicated by determination condition data stored in advance in the storage process is satisfied. Web page data for instructing display of a Web page in response to a request from an arbitrary terminal device is placed in the same or different case as the Web server device that transmits to the requesting terminal device, and transmitted from the Web server device An analysis server device that analyzes Web page data
Inflow source data that is transmitted from an arbitrary terminal device that displays a Web page according to the Web page data received from the Web server device, and is data that specifies a Web page that induces browsing of the Web page that performed the display And an acquisition step for acquiring outflow destination data, which is data for specifying a Web page that is browsed by the Web page on which the display is performed,
One or more pieces of determination condition data each indicating a predetermined condition relating to a user's Web page browsing behavior of an arbitrary terminal device indicated by the inflow source data and the outflow destination data acquired in the acquisition step are stored in advance. A storage step of storing in advance proposal data that is data indicating a Web page or an advertisement improvement proposal related to a Web page in a natural language in association with each of the one or more determination condition data;
A determination step of determining whether or not a condition indicated by the determination condition data stored in advance in the storing step is satisfied.

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