Patent ID: 8543900

Claim:
A method of improving a traffic pattern through web page nodes of a website, the method comprising: receiving, at a processor, the traffic pattern, the traffic pattern including a plurality of web page nodes and a goal web page node, the traffic pattern including a predetermined sequence beginning with a first web page node of the plurality of web page nodes and ending with the goal web page node, wherein each web page node of the plurality of web page nodes is associated with a first web page having a link to a second web page, wherein the second web page is associated with a web page node of the plurality of web page nodes of the traffic pattern that is subsequent to the web page node associated with the first web page in the predetermined sequence; for each web page node of the plurality of web page nodes: receiving, at the processor, data indicative of a web page associated with the each web page node, identifying, using the processor, a display element of the web page associated with the each web page node that is associated with a decreased probability that the user progresses from the web page associated with the each web page node to a subsequent web page associated with a subsequent web page node according to the predetermined sequence of the traffic pattern, and determining, using the processor, a metric for the each web page node representing an impact on a conversion attributable to the display element, wherein the conversion is associated with the goal web page node; ranking, using the processor, the plurality of web page nodes based on the determined metric for each web page node; storing, in a non-transitory computer-readable medium, information about the ranking; selecting a web page node of the plurality of web page nodes of the traffic pattern to improve; and modifying a display element of a web page associated with the selected web page node to increase a probability that a visitor to the web page node will progress to the subsequent web page node of the traffic pattern.