Patent Publication Number: US-2021174423-A1

Title: Hosting systems configured to generate optimizzed content based on dynamic tokens and methods of use thereof

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is a continuation of U.S. patent application Ser. No. 16/402,596, filed May 3, 2019, which is a continuation of U.S. patent application Ser. No. 15/197,571 entitled “UNIVERSAL PURCHASE PATH THAT MAY BE OPTIMIZED FOR CONVERSION OR REVENUE” and filed on Jun. 29, 2016. 
    
    
     FIELD OF THE INVENTION 
     A method of customizing a universal purchase path for each customer purchasing a product on a website of a domain name registrar. The universal purchase path may include a plurality of final page markups created from modular cross sell components and relevant content. 
     SUMMARY OF THE INVENTION 
     A domain name registrar may create and store a first plurality of modular cross sell components. Each modular cross sell component may have material for at least one product offered for sale by the domain name registrar. 
     A website of a domain name reseller or the domain name registrar may receive over a computer network a request to enter a product into an electronic shopping cart by a customer using a client device. 
     The domain name registrar may create a second plurality of modular cross sell components (that is a subset of the first plurality of modular cross sell components). If the customer selected the product on the website of the domain name reseller, the second plurality of modular cross sell components may be created by filtering out one or more modular cross sell components that has material for the product not sold by the domain name reseller. 
     Alternatively, or in combination, the domain name registrar may create the second plurality of modular cross sell components (that is a subset of the first plurality of modular cross sell components) by filtering out one or more modular cross sell components that has material for the product that cannot be sold in a market associated with an IP address used by the client device. 
     Alternatively, or in combination, the domain name registrar may create the second plurality of modular cross sell components (that is a subset of the first plurality of modular cross sell components) by filtering out one or more modular cross sell components that have material for the product not offered for sale with a TLD of any domain name being purchased in the electronic shopping cart. 
     The domain name registrar may apply a scoring algorithm to rank the second plurality of modular cross sell components from most to least likely to be purchased by the customer. The domain name registrar may select a third plurality of modular cross sell components from the second plurality of modular cross sell components with material for products that are the most likely to be purchased by the customer based on the scoring algorithm. 
     The domain name registrar may collect content for the third plurality of modular cross sell components. The domain name registrar may build a plurality of final page markups by combining the collected content with the third plurality of modular cross sell components. The domain name registrar may transmit over the computer network the plurality of final page markups to the client device of the customer. The client device may be configured to display each transmitted final page markup in the plurality of final page markups one at a time to the customer. 
     In another embodiment, a domain name registrar may create and store a first plurality of modular cross sell components. Each modular cross sell component may have material for at least one product offered for sale by the domain name registrar. 
     A website of the domain name registrar may receive over a computer network a request to enter a product into an electronic shopping cart by a customer using a client device. The domain name registrar may determine a probability that the customer will complete a purchase of the product in the electronic shopping cart if shown one or more final page markups for an upgrade and/or an additional product before the customer completes the purchase. 
     Upon determining by the domain name registrar that the probability that the customer will complete the purchase of the product if shown the final page markup for the upgrade or additional products is under a predetermined threshold, the domain name registrar preferably does NOT display final page markups for upgraded and/or additional products before completing the purchase (collecting the fees) of the product with the customer. After completing the purchase, the domain name registrar has the option to display or not to display final page markups for upgrades or additional products to the customer. 
     On the other hand, upon determining by the domain name registrar that the probability that the customer will complete the purchase of the product if shown the final page markup for the upgrade or the additional product is over a predetermined threshold, the domain name registrar may display final page markups for upgraded and/or additional products before completing the purchase (collecting the fees) of the product with the customer. The domain name registrar may apply a scoring algorithm to rank the first plurality of modular cross sell components from most to least likely to be purchased by the customer. The domain name registrar may select a second plurality of modular cross sell components with material for products that are the most likely to be purchased by the customer based on the scoring algorithm. The domain name registrar may collect content for the second plurality of modular cross sell components. The domain name registrar may build a plurality of final page markups by combining the collected content with the second plurality of modular cross sell components. The domain name registrar may transmit, before collecting a payment for the product from the customer, over the computer network the plurality of final page markups to the client device of the customer. The client device may be configured to display each transmitted final page markup in the plurality of final page markups one at a time to the customer. The domain name registrar may collect the payment, after transmitting the plurality of final page markups, for the product from the customer. 
     The above features and advantages of the present invention will be better understood from the following detailed description taken in conjunction with the accompanying drawings. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a block diagram of a system that allows a universal purchase path within a domain name registrar to be customized for customers where the universal purchase path includes a plurality of final page markups created from a plurality of modular cross sell components combined with relevant content. 
         FIGS. 2-3  are a flow-chart illustrating an embodiment of the invention where a customer selects a product on a website of a domain name reseller for a domain name registrar and a universal customized purchase path at the domain name registrar does not include final page markups (created from modular cross sell components and relevant content) for products not offered for sale by the domain name reseller. 
         FIGS. 4-5  are a flow-chart illustrating an embodiment of the invention where a customer selects a product on a website of a domain name registrar and a customized universal purchase path at the domain name registrar does not include final page markups (created from modular cross sell components) for products that cannot be sold in a market associated with an IP address used by the client device of the customer. 
         FIGS. 6-7  are a flow-chart illustrating an embodiment of the invention where a customer selects a product on a website of a domain name registrar and a customized universal purchase path at the domain name registrar does not include final page markups (created from modular cross sell components and relevant content) for products that cannot be sold in a market associated with an IP address used by the client device of the customer. 
         FIGS. 8-11  are a flow-chart illustrating an embodiment of the invention where a customer selects a product on a website of a domain name registrar and the domain name registrar determines whether to display or not display final page markups (created from modular cross sell components and relevant content) based on a probability the customer will complete the purchase if shown the final page markups. 
         FIG. 12  illustrates that from any landing page (LP) a customer can enter the universal purchase path that includes adding a product to an electronic shopping cart, optionally displaying additional final page markups, created from modular cross sell components and relevant content, that may collect information to select and configure the product, paying for the product during checkout and giving the customer the option to activate any of the customer&#39;s products purchased that need to be activated. 
         FIG. 13  illustrates a possible algorithm for that may be used in refining a universal purchase path for a domain name registrar. 
         FIG. 14  illustrates a purchase path flow for domain name purchases with all phases shown. 
         FIG. 15  illustrates a purchase path flow for domain name purchases that is optimized for conversions. 
         FIG. 16  illustrates a purchase path flow for domain name purchases that is optimized for LTV. 
         FIG. 17  illustrates a purchase path flow for hosting purchases with all phases shown. 
         FIG. 18  illustrates a purchase path flow for hosting purchases that shows all phases and is guided. 
         FIG. 19  illustrates a purchase path flow for hosting purchases that is optimized for conversion. 
         FIG. 20  illustrates a possible landing page that allows a customer to enter a domain name into a field to determine whether or not the domain name is available. 
         FIGS. 21-24  illustrate a possible first, second, third and fourth final page markups that may be displayed one at a time and in sequence to the customer to allow the customer to select a product. In this case the product is to keep the customer&#39;s information private as to the ownership of the domain name. 
         FIGS. 25-26  illustrate a possible first and second final page markups that may be displayed one at a time and in sequence to the customer to allow the customer to purchase additional products, possible products related to the purchase of a domain name or hosting. 
         FIGS. 27-29  illustrate a possible first, second and third final page markups that may be displayed to the customer to allow the customer to select additional products related to the purchase of a domain name by the customer. The second final page markup chosen to be displayed to the customer is dependent on the actions of the customer with the first final page markup and the third final page markup chosen to be displayed to the customer is dependent on the actions of the customer with the second final page markup. 
         FIGS. 30-31  illustrate a first and a second final page markup that may be used to receive a selection of a tier for a product and receive a confirmation of placing the additional product into the shopping cart. 
         FIG. 32  illustrates a final page markup that may be used to receive a selection from the customer for a length of time the customer desires to purchase a product, in this case how long the customer desires to purchase deluxe hosting from the domain name registrar (that also sells website hosting services). 
         FIG. 33  illustrates a final page markup that represents a confirmation and an activation of a product purchased by the customer from the domain name registrar. 
         FIGS. 34-38  illustrate a scoring algorithm for making product recommendations. 
         FIGS. 39-40  illustrate example model data that may be used by the scoring algorithm in making product recommendations. 
     
    
    
     DETAILED DESCRIPTION 
     The present inventions will now be discussed in detail with regard to the attached drawing figures that were briefly described above. In the following description, numerous specific details are set forth illustrating the Applicant&#39;s best mode for practicing the invention and enabling one of ordinary skill in the art to make and use the invention. It will be obvious, however, to one skilled in the art that the present invention may be practiced without many of these specific details. In other instances, well-known machines, structures, and method steps have not been described in particular detail in order to avoid unnecessarily obscuring the present invention. Unless otherwise indicated, like parts and method steps are referred to with like reference numerals. 
       FIG. 1  is a block diagram of a system that allows a universal purchase path within a domain name registrar  130  to be customized for customers. The universal purchase path may include a plurality of final page markups  138  created from a plurality of modular cross sell components  135  combined with relevant content  170 . 
     The arrows between the client device  110 , domain name registrar  130  and domain name reseller  120  represent one or more computer networks. Communications and transmissions over the computer networks may use any currently known or developed in the future methods or protocols. 
     A computer network is a collection of links and nodes (e.g., multiple computers and/or other devices connected together) arranged so that information may be passed from one part of the computer network to another part of the computer network over multiple links and through various nodes. Non-limiting examples of computer networks include the Internet, a public switched telephone network, a global Telex network, an intranet, an extranet, a local-area network, a wide-area network, wired networks, wireless networks and/or cell phone networks. 
     The Internet is a worldwide network of hardware servers and computer networks arranged to allow for the easy and robust exchange of information between, for example, a customer  100  (who may be a domain name registrant) using a client device  110  and one or more websites hosted on one or more hosting servers. 
     Hardware servers and hosting servers are hereby defined to be physical machines. While hardware servers and hosting servers provide the hardware to run software, the hardware servers and hosting servers are hereby defined to not be merely or only software. Hardware servers and hosting servers may be, as non-limiting examples, one or more Dell PowerEdge(s) rack server(s), HP Blade Servers, IBM Rack or Tower servers, although other types of hardware servers and/or combinations of other hardware servers may also be used. 
     Hundreds of millions of customers may use the Internet around the world. The customers will have access to client devices  110  connected to the Internet. A customer  100  may use a client device  110 , such as, as non-limiting examples, a cell phone, PDA, tablet, laptop computer or desktop computer to access a website via the Internet. Customers are able to access data at specific locations on the Internet referred to as websites. Each website may be a single webpage  114 , but typically websites consist of multiple interconnected and related webpages. Websites may, as a non-limiting example, be created using HyperText Markup Language (HTML) to generate a standard set of tags that define how the webpages for the website are to be displayed on the client device  110 . 
     Hosting providers may provide the hardware, such as hosting servers, and infrastructure necessary to host one or more websites, possibly for a plurality of customers that may be domain name registrants and/or website operators or owners. Menus, links, tabs, etc. may be used by the customers to move between different web pages within a website or to move to a different webpage on a different website. The combination of all the websites and their corresponding web pages on the Internet is generally known as the World Wide Web (WWW) or simply the Web. 
     Customers may access websites on their client device  110  using software known as an Internet browser  112 , such as MICROSOFT INTERNET EXPLORER, GOOGLE CHROME or MOZILLA FIREFOX. After the browser  112  has located a desired webpage in a desired website, the browser  112  requests and receives information regarding the webpage, typically in the form of an HTML document, and then displays the webpage for the customer  100  on the client device  110  of the customer  100 . The customer  100  may then view other webpages at the same website or move to an entirely different website using the client device  110  and the browser  112 . 
     Browsers are able to locate specific websites because each website has a unique Internet Protocol (IP) address. Presently, there are two standards for IP addresses. The older IP address standard, often called IP Version 4 (IPv4), is a 32-bit binary number, which is typically shown in dotted decimal notation, where four 8-bit bytes are separated by a dot from each other (e.g., 64.202.167.32). The notation is used to improve human readability. The newer IP address standard, often called IP Version 6 (IPv6) or Next Generation Internet Protocol (IPng), is a 128-bit binary number. The standard human readable notation for IPv 6  addresses presents the address as eight 16-bit hexadecimal words, each separated by a colon (e.g., 2EDC:BA98:0332:0000:CF8A:000C:2154:7313). 
     However, IP addresses, even in human readable notation, are difficult for customers (Internet users in general) to remember and use. A domain name is easier to remember and may be associated with an IP Address that points to a website on the Internet. A browser  112  may be able to access the website on the Internet through the use of the domain name. 
     Domain names are also much easier to remember and use than their corresponding IP addresses. The Internet Corporation for Assigned Names and Numbers (ICANN) and the Internet Assigned Numbers Authority (IANA) create rules and coordinate the use of over 1,000 Top-Level Domains (TLDs). Each TLD is typically assigned a single registry to be an authoritative source of information (the particular data stored by the registry varies depending on the TLD). One or more domain name registrars may register domain names to customers, i.e., domain name registrants, on behalf of a registry. 
     The process for registering a domain name with .com, .net, .org, and some other TLDs allows a user to use an ICANN-accredited domain name registrar  130  to register a domain name. For example, if a user, John Doe, wishes to register the domain name “johndoe.com,” John Doe may initially determine whether the desired domain name is available from a landing webpage  114  of a domain name registrar  130 . The domain name customer  100  may make this contact using the registrar&#39;s website  132  and typing the desired domain name into a field on the webpage  114  of the website  132  of the registrar  130  created for this purpose. 
     Upon receiving a domain name or a domain name search request from the customer  100 , the registrar  130  may ascertain whether “johndoe.com” has already been registered by, as non-limiting examples, checking the shared resource system (SRS) for the TLD of the domain name or by checking with the authoritative registry for the TLD. The results of the search may be displayed on the webpage  114  to notify the customer  100  of the availability of the desired domain name. 
     If the desired domain name is available, the customer  100  may register the domain name, thereby becoming the domain name registrant of the domain name. If the desired domain name is not available for registration, the registrar  130  may transmit one or more suggested domain names to the customer  100  to permit the customer  100  to select and register one or more of the suggested domain names. A customer  100  may register one or more domain names using this process. 
     Once a domain name is registered to the customer  100 , the customer  100  may desire to have the domain name point to a website owned, controlled and operated by the customer  100 . This allows the customer  100  (or any other Internet user) to enter the domain name into a browser  112  and then enables the browser  112  to access the information on the website pointed to by the domain name. The Domain Name System (DNS) may be used by browsers to convert domain names into IP addresses of websites. 
     In preferred embodiments, the domain name registrar  130  is able to offer other products related to domain names, such as, as non-limiting examples, website hosting services  142  (hosting), secure socket layer (SSL) certificates, email accounts, privacy settings, search engine optimization (SEO) services, etc. These additional products may require an eligibility check to make sure the customer  100  and/or domain name are eligible (technically and/or legally) to be used together. The additional products may have configuration settings that may be customized by the customer  100 . The additional products may also have different tier levels that may be selected by the customer  100 . The additional products may also have to be activated to begin operation. 
     While the customer  100 , using the client device  110 , may communicate directly with the domain name registrar  130 , in some embodiments, the customer  100 , again using the client device  110 , may communicate purchase requests (and other information) with a domain name reseller  120 . The domain name reseller  120  may then communicate on behalf of the customer  100  back and forth with the domain name registrar  130 , using, as a non-limiting example, an application program interface (API). 
     In other embodiments, the domain name reseller  120  may simply transfer the customer  100 , possibly via a link on the website of the domain name reseller  120 , to the domain name registrar  130  to finalize the purchase of the product(s), perform eligibility checks for the product(s), configure the settings for the product(s) as needed, allow the customer  100  to select desired tiers if available and activate the product(s) if needed. 
     With reference to  FIGS. 2-3 , a method is disclosed for a customer  100  to select a product  155  on a website of a domain name reseller  120 . The domain name reseller  120  may sell one or more products for a domain name registrar  130 . The method includes creating a universal purchase path that may be customized for the customer  100  at the domain name registrar  130 . In preferred embodiments, the universal purchase path does not include any final page markups  138  for products not offered for sale by the domain name reseller  120 . 
     The domain name registrar  130  may prepare a first plurality of modular cross sell components  135 . Each modular cross sell component in the first plurality of modular cross sell components  135  comprises material for at least one product offered for sale by the domain name registrar  130 . (Step  200 ) 
     The material is hereby defined to be, and is limited to, text that offers to sell the product, text that requests information to determine an eligibility requirement to purchase the product, text that requests information to determine a need level for the product, text that requests information to configure or set-up the product, text that offers two or more tier levels for the product and/or text that offers to activate the product. 
     In preferred embodiments, each modular cross sell component in the first plurality of modular cross sell components  135  is generic for a plurality of customers and is not specific to any customer  100 . These modular cross sell components  135  may be customized to suit each customer  100  by adding additional content  170 . 
     Each modular cross sell component may comprise text that requests information to determine an eligibility requirement to purchase the product, requests information to determine a need level for the product, requests information to configure or set-up the product, offers two or more tier levels for the product and/or offers to activate the product. 
     Once the first plurality of modular cross sell components  135  have been created and stored within the domain name registrar  130 , the first plurality of modular cross sell components  135  may be used to create a universal purchase path. New modular cross sell components  135  may be added or existing modular cross sell components  135  may be removed as desired over time from the first plurality of modular cross sell components  135 . 
     The universal purchase path is universal in the sense that all customers of the domain name registrar  130  use the universal purchase path for all (or selected) product purchases from the domain name registrar  130 . The universal purchase path may be customized by using or not using various combinations of modular cross sell components  135  and by changing a content  170  displayed by each of the modular cross sell components  135 . In addition, once created and stored, the modular cross sell components  135  may easily be used and customized for any desired number of customers. 
     A personalization tool may contain a library of modular components. These components may be associated with a set of rules and metadata. These rules and metadata may determine the prioritization of eligible components in a user flow. The decision engine may also leverage the user attribute model to personalize the offering at an individual level. 
     The real-time decision engine may interpret the component rules, the user attribute models, the business attributes, and available metadata to select the eligible components. Using the priority metadata, the decision engine may order the results for consumption. 
     Current State Engineering—the components may be defined as Json objects. The rule engine is preferably a java-based rest interface. The eligibility rules may be written in python using rule modules and the rules may be associated to a business attribute that can be leveraged across multiple platforms. The customer attribute model may be built out of an enterprise Hadoop data and consolidated into a tool, such as Cassandra, for real-time storage. The customer facing components may be stored in a content management system. 
     With reference to  FIG. 20 , a possible landing page is illustrated that allows the customer  100  to enter a domain name into a field to determine whether or not the domain name is available. 
     With reference to  FIG. 12 , the customer  100  can enter the universal purchase path from any landing page (LP) (such as the one illustrated in  FIG. 20 ) on a website  132  of the domain name registrar  130  or a website of the domain name reseller  120 . The domain name registrar  130  may start the customer  100  on the universal purchase path once the customer  100  has added at least one product  155  to an electronic shopping cart  150 . The universal purchase path may display additional final page markups  138  (created from the modular cross sell components  135  and relevant content  170 ) that collect information to determine eligibility, select and configure the product  155 , receive payment for the product  155  during checkout and activate products purchased by the customer  100 . Specifically, the website  132  of the domain name reseller  120  of the domain name registrar  130  may receive over a computer network a request to enter a product  155  into an electronic shopping cart  150  by the customer  100  using a client device  110 . (Step  210 ) 
     The domain name registrar  130  may create a second plurality of modular cross sell components  135  that is a subset of the first plurality of modular cross sell components  135  by filtering out one or more modular cross sell components  135  in the first plurality of modular cross sell components  135  that has material for a product not sold by the domain name reseller  120 . (Step  220 ) This step would not need to be performed if the customer  100  contacts the domain name registrar  130  directly, and not through a domain name reseller  120 . 
     With reference to  FIGS. 4-5 , the domain name registrar  130  may create the second plurality of modular cross sell components  135  that is a subset of the first plurality of modular cross sell components  135  by filtering out one or more modular cross sell components  135  in the first plurality of modular cross sell components  135  that has material for a product that cannot be sold in a market associated with an IP address used by the client device  110 . (Step  420 ) 
     With reference to  FIGS. 6-7 , the domain name registrar  130  may create the second plurality of modular cross sell components  135  that is a subset of the first plurality of modular cross sell components  135  by filtering out one or more modular cross sell components  135  in the first plurality of modular cross sell components  135  that has material for a product not offered for sale with a TLD of any domain name being purchased in the electronic shopping cart  150 . (Step  620 ) 
     In preferred embodiments, Step  220  (assuming the customer  100  used a domain name reseller  120  to contact the domain name registrar  130 ), Step  420  and Step  620  are all used (although some combination thereof may also be used) to filtered out modular cross sell components  135  from the first plurality of modular cross sell components  135  to create the second plurality of modular cross sell components  135 . In other words, one or more of the following business rules may be followed: remove modular cross sell components  135  with material for products that are not sold by the reseller  120 , remove modular cross sell components  135  with material for products that can&#39;t be sold in the market or by IP Address location and/or remove modular cross sell components  135  for products that can&#39;t be attached to the domain TLD being purchased. 
     With reference to  FIGS. 34-38 , the domain name registrar  130  may apply a scoring algorithm  140  to rank the second plurality of modular cross sell components  135  from most to least likely to be purchased by the customer  100 . (Step  230 ) With reference to  FIGS. 39-40 , a non-limiting example of model data is illustrated that may be used by the scoring algorithm  140  in making product recommendations. 
     The process for using the scoring algorithm  140  on the second plurality of modular cross sell components  135  will now be discussed. The website  132  of the domain name registrar  130  may make a real-time call to a back-end process passing context data about the customer  100  visit. Non-limiting examples of the context data include the customer  100  ID, reseller ID (if there is one), market, customer IP address, session ID, etc. 
     The process applies the scoring algorithm  140  to rank the second plurality of modular cross sell components  135  from most to least important or most to least likely to be purchased for the customer  100 . 
     The scoring algorithm  140  may use real-time traffic data, recent websites or webpages visited, domain name search requests entered by the customer  100 , geographical and local time information for the customer  100 , user agents related to the browser  112 , the client device  110 , and the OS type used by the client device  110  for the customer  100 , recent products added to the electronic shopping cart  150  and/or purchased by the customer  100 , customer information, customer demographic data such as market segment, geo-zipcode, age of the customer  100 , spending data of the customer  100 , business type engaged in by the customer  100 , etc., the domain name portfolio for the customer  100  and/or domain name registrar products owned by the customer  100 . 
     The scoring algorithm  140  is preferably a machine learning algorithm and uses recommendation techniques. The scoring algorithm  140  may use gradient boosted trees, profound textual features and techniques such as TF-IDF and topic modeling. The scoring algorithm  140  may also use offline evaluation, such as, as non-limiting examples, cross-validation and f-1 measurement. 
     Additional Algorithms: other scoring algorithms associated with product ownerships, lifetime value, industry, segmentation, churn, renewal, etc. may be used. These algorithms may be online or offline and may be fed into the customer attribute model. 
     UPP Algorithm: recent visits to the site, the pages that are visited, what has been added to the checkout, time spent on the site, and the market/IP location of the customer may all be used as part of the UPP algorithm. The browser and device may also be submitted as features into the scoring algorithm. 
     The scoring algorithm  140  returns or identifies the highest ranked modular cross sell components  135  for the customer  100  to the web site. The domain name registrar  130  may select a third plurality of modular cross sell components  135  from the second plurality of modular cross sell components  135  with material for products that are the most likely to be purchased by the customer  100  based on the scoring algorithm  140 . (Step  300 ) As a specific example, the domain name registrar  130  may decide to display the modular cross sell components  135  for the five most likely to be purchased products by the customer  100 . 
     The domain name registrar  130  may collect content  170  for the third plurality of modular cross sell components  135 . (Step  310 ) The domain name registrar  130  may build a plurality of final page markups  138  by combining the collected content  170  with the third plurality of modular cross sell components  135 . (Step  320 ) 
     The content may be contained in a content management system and may be utilized based upon the scoring algorithm. There may be a rendering service on top of the content system that returns the built content into the modular components. The rendering services may take the content and parses the content for dynamic tokens that are replaced with dynamic content such as price, offers, names, etc. The rendering service may also tag the content for tracking which enables machine learning. 
     The domain name registrar  130  may transmit over the computer network the plurality of final page markups  138  to the client device  110  of the customer  100 . The client device  110  is preferably configured to display each transmitted final page markup  116  in the plurality of final page markups  138  in sequential order one at a time to the customer  100 . (Step  330 ) 
     In some embodiments, the plurality of final page markups  138  may include a first final page markup  116  configured to offer a second product. The second product may be different from the product in the electronic shopping cart  150 . The plurality of final page markups  138  may also include a second final page markup  116  configured to receive data directly from the customer  100  regarding the second product. The plurality of final page markups  138  may also include a third final page markup  116  configured to receive a tier selection from the customer  100  for the second product. The first, second and third final page markups  138  are preferably different final page markups  138 , meaning there are three separate final page markups  138 . 
     In some embodiments, the plurality of final page markups  138  may include a first final page markup  116  configured to request information from the customer  100  to configure the product  155 . The plurality of final page markups  138  may also include a second final page markup  116  configured to collect a payment from the customer  100  for the product  155 . The plurality of final page markups  138  may also include a third final page markup  116  configured to receive an activation request from the customer  100  for the product  155 . As in the previous embodiment, the first, second and third final page markups  138  may all be different final page markups  138 . 
     With reference to  FIGS. 21-24 , a possible first, second, third and fourth final page markups  138  that may be displayed one at a time and in sequence to the customer  100  to allow the customer  100  to select a product. In this case the product is to keep the customer&#39;s information private as to the ownership of the domain name. 
     With reference to  FIGS. 25-26 , a possible first and second final page markups  138  are illustrated that may be displayed one at a time and in sequence to the customer  100  to allow the customer  100  to purchase additional products, possible products related to the purchase of a domain name or hosting services  142 . 
     With reference to  FIGS. 27-29 , a possible first, second and third final page markups  138  are illustrated that may be displayed to the customer  100  to allow the customer  100  to select additional products related to the purchase of a domain name by the customer  100 . The second final page markup  116  chosen to be displayed to the customer  100  is dependent on the actions of the customer  100  with the first final page markup  116  and the third final page markup  116  chosen to be displayed to the customer  100  is dependent on the actions of the customer  100  with the second final page markup  116 . Thus, the modular cross sell components  135 /final page markups  138  may be arranged in a hierarchical tree structure and the actions of the customer  100  may determine which final page markups  138  are shown and which final page markups  138  are not shown to the customer  100 . As an example,  FIG. 27  has material about a website, email and a domain name. If the customer  100  selects a desire for a website, the final page markup  116  illustrated in  FIG. 28  may be displayed to the customer  100  that has material for a website. 
     With reference to  FIGS. 30-31 , a first and a second final page markup  116  may be displayed to the customer  100 , i.e., communicated to the client device  110  of the customer  100 , to receive a selection of a tier for a product  155  and receive a confirmation of placing the additional product  155  into the electronic shopping cart  150  of the customer  100 . Specifically,  FIG. 30  is an example of a final page markup  116  offering the customer  100  the option to select different tier levels of a website hosting plan (hosting service  142 ). The final page markup  116  may also be configured to allow the customer  100  to select one of the tiers offered for sale. In this example, the customer  100  selected Deluxe Hosting as seen by the icon hovering over the Deluxe Hosting selection. 
       FIG. 31  is an example of a final page markup  116  that is displayed to the customer  100  only if the customer  100  selected Deluxe Hosting in  FIG. 30 . The final page markup  116  in  FIG. 31  allows the customer  100  to confirm that the customer  100  wants to add Deluxe Hosting to the electronic shopping cart  150  of the customer  100 . Thus,  FIGS. 30-31  illustrate an example of how the final page markups  138  may be displayed to the customer  100  based on the actions of the customer  100 . 
     With reference to  FIG. 32 , a final page markup  116  is illustrated that may be used to receive a selection from the customer  100  for a length of time the customer  100  desires to purchase a product  155 . Specifically in this example, the final page markup  116  allows the customer  100  to select how long the customer  100  desires to purchase deluxe hosting from the domain name registrar  130  (that also sells website hosting services  142 ). 
     With reference to  FIG. 33 , a final page markup  116  is illustrated, immediately after the purchase of a product  155 , that may be used to represents a confirmation and an activation option for the product  155  purchased by the customer  100  from the domain name registrar  130 . In this example, the customer  100  is given the option, immediately after completing the purchase, to start building a website for a hosting plan (hosting service  142 ) that was purchased by the customer  100 . 
     With reference to  FIGS. 8-11 , another embodiment of the invention will be described. As in the previous embodiments, the customer  100  may select a product  155  on a website  132  of a domain name registrar  130 . In this embodiment, the domain name registrar  130  determines whether or not to display final page markups  138  for additional products based on a probability the customer  100  will complete the purchase of the original product  155  if shown the final page markups  138  for the additional products. The universal purchase path for the customer  100  may be optimized for conversions (completing the purchase of the product  155 ) by not displaying final page markups  138  for the upgraded products and/or for additional products. At other times the same universal purchase path may be optimized for additional sales (LTV) for the customer  100  if additional products (preferably related to the original product  155 ) or upgraded products (upgrades of the original product  155 ) are offered to the customer  100 . 
     The universal purchase path has the ability to be easily modified and customized based on an analysis of the customer  100  and/or the product  155  being purchased. As non-limiting examples, data may be stored that shows the customer  100  has a history of adding products to an electronic shopping cart  150 , but only rarely completing the purchase. For such a customer  100 , the domain name registrar  130  may desire to complete the transaction for the product  155  as quickly as possible by not displaying upgraded or additional products in final page markups  138  to the customer  100 . As another example, the customer  100  may be purchasing a very cheap or discounted item (such as a discounted domain name popular with domain name speculators) and the domain name registrar  130  may know that customers purchasing this type of product  155  rarely want upgrades or additional products and thus the domain name registrar  130  may also not display upgraded or additional products in final page markups  138  to the customer  100  purchasing this type of product  155 . 
     Alternatively, the customer  100  may be known, from past purchases, to purchase many upgraded and/or additional products. In such a case, the domain name registrar  130  may desire to display multiple upgrade options and multiple additional products before the customer  100  completes the purchase. As another example, certain products may be known that if purchased, a customer  100  is likely to want upgrade options as well as one or more related additional products. In this case, the domain name registrar  130  may desire to display multiple upgrade options and multiple additional products to the customer  100  before the customer  100  completes the purchase of the original product  155 . 
     Another method of practicing the invention will now be described that may be used to maximize conversion rates for certain customers and certain products and maximize total sales for other customers and other products. As previously described, this method may start with the domain name registrar  130  creating and storing a first plurality of modular cross sell components  135 . Each modular cross sell component in the first plurality of modular cross sell components  135  may have material for at least one product offered for sale by the domain name registrar  130 . (Step  200 ) 
     A website  132  of the domain name registrar  130  may receive over a computer network a request to enter a product  155  into an electronic shopping cart  150  by the customer  100  using the client device  110 . (Step  410 ) 
     The domain name registrar  130  may determine whether a probability that the customer  100  will complete a purchase of the product  155  in the electronic shopping cart  150  if shown a final page markup  116  for an upgrade or an additional product before the customer  100  completes the purchase is over or under a predefined and adjustable threshold. (Steps  920  and  1000 ) 
     If the probability that the customer  100  will complete the purchase of the product  155  is over the threshold, additional final page markups  138  suggesting upgrades and/or additional products may be shown to the customer  100  before the customer  100  completes the purchase of the product  155  in the electronic shopping cart  150 . On the other hand, if the probability that the customer  100  will complete the purchase of the product  155  is under the threshold, additional final page markups  138  suggesting upgrades and/or additional products are NOT shown to the customer  100  before the customer  100  completes the purchase of the product  155  in the electronic shopping cart  150 . 
     As a non-limiting example, if the domain name registrar  130  determines that a customer  100  will complete the transaction 90% of the time (and the threshold is set at 60% as an example), then the domain name registrar  130  may display one or more final page markups  138  to the customer  100  for upgraded and/or additional products. A higher probability (possibly compared to the threshold value) may be used by the domain name registrar  130  to trigger additional final page markups  138  being sent to the customer  100 , while a lower probability (possibly compared to the threshold value) may be used by the domain name registrar  130  to send fewer or possibly no additional final page markups  138  if the probability is below the threshold. The threshold may be adjusted, preferably automatically and in real-time by a hardware server, to maximize the total or net revenue received by the domain name registrar  130 . 
     If the probability the customer  100  will complete the transaction is over the threshold (meaning the domain name registrar  130  is anticipating the customer  100  will compete the transaction), the domain name registrar  130  may desire to determine which upgrades and/or additional products (and how many upgrades and how many additional products) are to be transmitted and displayed to the customer  100 . The domain name registrar  130  may apply a scoring algorithm  140  to rank the first plurality of modular cross sell components  135  from most to least likely to be purchased by the customer  100  as previously described. (Step  820 ) The domain name registrar  130  may select a second plurality of modular cross sell components  135  from the first plurality of modular cross sell components  135  with material for products that are the most likely to be upgraded and/or purchased by the customer  100  based on the scoring algorithm  140 . (Step  830 ) The domain name registrar  130  may collect content  170  for the second plurality of modular cross sell components  135 . (Step  900 ) The domain name registrar  130  may then build a plurality of final page markups  138  by combining the collected content  170  with the second plurality of modular cross sell components  135 . (Step  910 ) The domain name registrar  130  may transmit, before collecting a payment for the product  155  from the customer  100 , over the computer network the plurality of final page markups  138  to the client device  110  of the customer  100 . The client device  110  may be configured to display each transmitted final page markup  116  in the plurality of final page markups  138  one at a time to the customer  100 , and (Step  1010 ) The domain name registrar  130  may collect the payment for the product  155  (and any additional upgrades or additional selected products) from the customer  100 . (Step  1020 ) 
     Alternatively, if the probability the customer  100  will complete the transaction is under the threshold (meaning the domain name registrar  130  is anticipating the customer  100  will NOT complete the transaction if shown upgrades or additional products), the domain name registrar  130  may decide to NOT transmit over the computer network any final page markups  138  for upgrades or additional products to the client device  110  of the customer  100 . (Step  1110 ) Instead of sending final page markups  138  for upgrades or additional products, the domain name registrar  130  may immediately collect the payment for the product  155  in the electronic shopping cart  150  from the customer  100  in order to maximize the conversion rate. (Step  1100 ) 
     With reference to  FIG. 14 , a purchase path flow for all domain name purchases with all phases is illustrated.  FIG. 14  is an example of a universal purchase path for all domain name purchases by all customers. While this is the universal purchase path for all customers purchasing domain names, the universal purchase path may be customized for the customer  100  and/or the product  155  in the electronic shopping cart  150 . The customization may include not displaying additional final page markups  138  for upgrades or additional products (to maximize conversion rates), or if additional final page markups  138  for upgrades or additional products are to be displayed, determining how many final page markups  138  to display and for which upgrades and/or which additional products. 
     With reference to  FIG. 15 , a purchase path flow for domain name purchases is illustrated that is optimized for conversions. Specifically, final page markups  138  related to upgraded products or additional products are not displayed to the customer  100  in order to have the best probability that the customer  100  will complete the purchase of the original product  155 . This purchase path may be used for a customer  100  that has a history of not completing the purchase for products placed in the electronic shopping cart  150  or for products that are rarely upgraded or rarely lead to additional products being sold. With reference to  FIG. 16 , a purchase path flow for domain name purchases is illustrated that is optimized for maximum sales, revenue, gross income, net income or LTV. 
     With reference to  FIG. 17 , a purchase path flow for hosting services  142  purchases with all phases is illustrated.  FIG. 17  is an example of a universal purchase path for all hosting services  142  purchases by all customers. While this is the universal purchase path for all customers purchasing website hosting services  142 , the universal purchase path may be customized for the customer  100  and/or the product  155  in the electronic shopping cart  150 . The customization may include not displaying additional final page markups  138  for upgrades or additional products (to maximize conversion rates), or if additional final page markups  138  for upgrades or additional products are to be displayed, determining how many final page markups  138  to display and for which upgrades and/or which additional products. 
     With reference to  FIG. 18 , a purchase path flow for hosting service  142  purchases that shows all phases and is guided is illustrated. Specifically, final page markups  138  related to upgraded products or additional products are displayed to the customer  100  in order to have the best probability that the customer  100  will upgrade or select additional products. This purchase path may be used for a customer  100  that have a history of upgrading products or selecting additional products or for products that have a history of leading customers to upgrade or select additional products. 
     With reference to  FIG. 19 , a purchase path flow for hosting service  142  purchases that is optimized for conversion is illustrated. Specifically, final page markups  138  related to upgraded products or additional products are not displayed to the customer  100  in order to have the best probability that the customer  100  will complete the purchase of the original product  155 . This purchase path may be used for a customer  100  that has a history of not completing the purchase for products placed in the electronic shopping cart  150  or for products that are rarely upgraded or rarely lead to additional products being purchased by customers. 
     With reference to  FIG. 13 , a possible algorithm is illustrated that may be used in refining the disclosed universal purchase path for the domain name registrar  130 . The algorithm for the universal purchase path defines a plurality of context-based audiences. The algorithm may sort the audiences into a plurality of groups. Once a customer  100  is determined to be a member in a particular group, the domain name registrar  130  may deliver dynamic content to the customer  100 . The domain name registrar  130  may evaluate the results (such as what percentage of customers completed their purchase and what increase in purchases was obtained by cross selling additional products) to determine which strategies maximized revenue to the domain name registrar  130 . The domain name registrar  130  may then implement the winning strategy automatically, i.e., without a human directing the domain name registrar  130  to implement any particular winning strategy. 
     Other embodiments and uses of the above inventions will be apparent to those having ordinary skill in the art upon consideration of the specification and practice of the invention disclosed herein. It should be understood that features listed and described in one embodiment may be used in other embodiments unless specifically stated otherwise. The specification and examples given should be considered exemplary only, and it is contemplated that the appended claims will cover any other such embodiments or modifications as fall within the true scope of the invention.