KR100686929B1 - Visualizing method for click stream analysis of website visitor - Google Patents

Abstract

The present invention relates to a method for visualizing a clickstream analysis result of a visitor to a website, wherein the visualization server 100 receives a visualization request of the clickstream analysis result from the client 400 (S21) and the visualization server 100. Step S22 of receiving a web page to be analyzed from the web server 200, and the visualization server 100 reads the clickstream analysis result from the clickstream data storage unit 300 and receives it from the web server 200. Comparing and analyzing the contents of a web page (S23), and the visualization server 100 generates a script program to display the click rate by modifying the source code of the web page in real time to include in the web page client (400) Step (S24) and the visualization server 100 determines whether there is a re-request for the visualization of the clickstream analysis result from the client (400) (S25) If the re-request characterized in that it performs the step of S21 to S24 repeatedly.

Analytics, Log Analysis, Clickstream, Click Rate, Navigation Analysis, Micro Action Analysis

Description

Visualizing method for click stream analysis of website visitor}

1A illustrates a computer network environment in which a method for visualizing a clickstream analysis result of a website visitor according to the present invention is implemented.

1B is a functional block diagram of a server 100 (visualization server) for visualizing a clickstream analysis result.

2 is a flowchart illustrating a visualization method of a clickstream analysis result according to the present invention.

3A and 3B are flowcharts illustrating a process of the client request processing and response unit 110.

4 is a flowchart illustrating a process in the web browser emulation unit 140.

5 is a flowchart illustrating a process performed by the web page analyzer 130.

6 is a flowchart illustrating a process in the clickstream data loading unit 120.

7 is a table showing the basic format of clickstream data.

8A and 8B are flowcharts illustrating a process of the script program generation unit 150.

9 is a flowchart illustrating a process of executing a script program in a web browser of a client.

* Explanation of Signs of Major Parts of Drawings *

100: visualization server 110: client request processing and response unit

120: click stream data loading unit 130: web page analysis unit

140: web browser emulation unit 150: script program generation unit

160: client session information database 200: web server

300: clickstream data storage 400: client

The present invention relates to a method for visualizing a clickstream analysis result of a website visitor.

Web analytics is to analyze the log files generated by the web server to provide services, and to perform basic analysis such as the traffic and error status of the web server, and the route of visit. Analyzing the usage.

Visitor Activity Analysis (Navigation Analysis), which is an essential part of Analytics, includes Click Stream Analysis, which shows how visitors clicked and moved links within each web page. There are two ways to do this: list formats and visualization methods that have been used in recent years.

In the case of the list format, it was difficult to determine the moving ratio between screens.In the visualization method, a separate application, that is, the application program communicates with the target website for the rendering of the HTML code, receives the HTML page after receiving the HTML page. In addition, it was inconvenient to install a program expressing the click rate on the client by installing a separate layer on the screen after receiving the click stream and the click rate by communicating with the analysis system, or installing a plug-in to be used in the client's web browser.

The present invention has been made in view of the above-mentioned problem of the method of visually expressing the result of the clickstream analysis, and improves the visualization method of the existing clickstream, thereby eliminating a separate application development process, and also the client dedicated program. By providing a visualizing method of clickstream analysis results without the inconvenience of having to install or install a plug-in, it is possible to eliminate the development cost and the inconvenience of the client due to the installation of dedicated programs and plug-ins. The purpose is.

That is, the present invention directly displays the clickstream analysis result along with the click rate on each link of the analysis target web page so that the analysis result can be easily understood. In other words, the client can easily view visualized clickstreams without the need for developing and deploying third-party browser plug-ins by allowing users to view the clickthrough rate of each link in the page together with the actual web page using only the web browser installed on the client. Make the results available.

In addition, when creating a report viewing program in which a separate clickstream is visualized to provide additional information in addition to the analysis result, the program may separately analyze the website and the clickstream data to implement a visualized report of the clickstream analysis result. In addition, the separate process for receiving click-through data and the module for maintaining the website and session to be analyzed have been removed, so that only the basic HTML rendering engine / API can be installed for easy and rapid development.

Other objects, specific advantages and novel features of the present invention will become more apparent from the following detailed description and the preferred embodiments associated with the accompanying drawings.

Hereinafter, with reference to the accompanying drawings, preferred embodiments of the present invention will be described in detail.

1A illustrates a computer network environment in which a method for visualizing a clickstream analysis result of a website visitor according to the present invention is implemented, and FIG. 1B is a functional block diagram of a server for visualizing a clickstream analysis result.

As shown in FIG. 1A, a network environment in which the present invention is implemented includes a server 100 for visualizing a clickstream analysis result, a web server 200 for providing an analysis target web page, and a web of the web server 200. The clickstream data storage unit 300 storing the result data by log analysis and the client 400 requesting visualization of the clickstream analysis result are connected to each other through a communication network such as the Internet.

A server that visualizes clickstream analysis results (100, hereinafter referred to as 'visualization server') operates on common computer systems such as Unix, Linux, Windows, etc., and uses visualized clickstream analysis results as shown in FIG. The client request processing and response unit 110, which is a part of receiving and responding to a request of a client, a clickstream data loading unit 120 for reading clickstream data, and a web page of a website to be analyzed Web page analysis unit 130, a web browser emulation unit 140 for emulating a client's web browser, and a script program to be executed in a client's web browser on the basis of clickstream data and the analyzed web page in real time Script program generation unit 150, and client session information for storing the client session It is composed of a database 160. Here, each of the processing units are classified as functional, and may be configured as one system, or may be separated into modules for each function to communicate with each other.

A web server (200, hereinafter referred to as a "web server") that provides an analysis target web page provides a web service to a visitor of the website and operates a computer that operates a web page targeted for clickstream analysis according to the present invention. In other words, it is a general web server system irrespective of the type of OS and server.

The clickstream data storage unit 300 may analyze the web analytics data such as data collected by a data collection script inserted into a web page of a website or data collected by a program from a website or a program collected from a web log file. The result data by is stored, and it is a text file in the form of list with minimum items of visitor session ID, IP address, web page search time, web page address (URL) used for log analysis of web site visitor. Or it refers to a database or XML file having a corresponding item, it may be configured as part of the visualization server 100 or may be an external database server or log analysis server.

The client 400 includes a web browser capable of connecting to the visualization server 100 through a communication network and a commonly used operating system (Windows, Unix, Linux, etc.), and also includes a communication network, in particular a local area network (LAN). A computer that can access the web server 200 through the web server 200 and requests the visualization server 100 to visualize the results of the clickstream analysis on the web page provided by the web server 200. That is, the client 400 refers to a computer of a user having access to a visualized report of a clickstream analysis result for the web server 200 performed by the visualization server 100.

Hereinafter, the steps of implementing the visualization of the clickstream analysis result by the present invention will be described with reference to FIGS.

As shown in FIG. 2, in the implementation of the visualization of the clickstream analysis result according to the present invention, the visualization server 100 receives a visualization request of the clickstream analysis result from the client 400 (S21). ), The second step (S22) in which the visualization server 100 receives a web page to be analyzed from the web server 200, and the visualization server 100 receives the clickstream analysis result from the clickstream data storage unit 300. The third step (S23) of reading and comparing with the content of the web page received from the web server 200, and the visualization server 100 modifies the source code of the web page to display the click rate in real time The fourth step (S24) of generating and including in the web page to send to the client 400, and the visualization server 100 determines whether there is a re-request for the visualization of the clickstream analysis results from the client 400 It comprises a fifth step (S25), if in the step S25 that the re-request and performs the steps S21 to S24 repeatedly. Looking at each step in more detail as follows.

<Step 1 (Step S21)>

The visualization server 100 receives a visualization request of the clickstream analysis result from the client 400, and the client 400 requests a visualization of the clickstream analysis result from the visualization server 100. ) Is clicked on the web page address of the web server 200 listed in the web page provided to the client (400).

At this time, the client request processing and response unit 110 of the visualization server 100 is a web page address requested from the client 400 and characteristics of the web browser of the client 400 (web browser type, the cookie of the client, visualization server ( 100) together with the client session information (HTTP request header) generated by acquiring the access right is collected and transmitted to the web browser emulation unit 140. In addition, the collected web browser characteristics are stored in the client session information database 160 so that individual clients can be distinguished so that they can be associated with a server cookie received from the web server 200 and server sessions generated from the client cookie and client sessions. Prepare.

The process of the client request processing and response unit 110 will be described in more detail with reference to FIG.

First, as shown in FIG. 3A, the process of processing the request of the client 400 receives a request for visualization of the clickstream analysis result for the web page from the client 400 (S30), and the characteristics of the client's web browser (Web After collecting the browser type, the client's cookie, the client's session information, and the HTTP request header (S31), the client session information database 160 is searched whether the analysis request has been received and executed, that is, whether the client session exists. In operation S32, if a session does not exist, a new session is created together with the type of web browser, the operating system, and the cookie of the client, and stored in the client session information database 160 (S33). And the session value to the web browser emulation unit 140 (S34), and if the session exists, the requested webpage address and the existing three It passes the value to the Web browser emulation section (140) (S34).

Here, the transfer of data values between each function processing module in the visualization server 100 may be performed by storing the corresponding data in a file or a memory, and may also be stored in a database that can be shared among other modules or network communication between modules. have.

Next, in response to the request of the client 400, as shown in FIG. 3B, the script program generation unit 150 receives the analysis result report in which the clickstream is visualized (S36), and the web browser emulation unit 140 is performed. Receives the server cookie from the web server 200, compares the client cookie with the server cookie of the client session information database 160, and determines whether the cookie is added or updated from the web server 200 to be transmitted (S37). If the cookie is added or updated, after adding or updating the same cookie item of the corresponding client session of the client session information database 160, the cookie information received from the web server 200 is added to the HTTP response header (S38). The client 400 transmits a report visualized in the analysis result of the clickstream (S39), otherwise the client computer The report 400 in which the analysis result of the clickstream is visualized is transmitted (S39).

<Step 2 (Step S22)>

The visualization server 100 requests and receives a web page requesting the visualization of the clickstream analysis result from the client 400 to the web server 200, and the web browser emulation unit 140 receives the received client 400. Using web browser's characteristics (web browser type, client cookie, client session information, HTTP request header), emulate web page to be analyzed as if it is connected to client's 400 web browser. . In the sixth step to be described later, the client 400 smoothly collects the web pages that require the login of the analysis target website, and the web browser emulation unit 140 uses the HTTP server and the HTTP server to maintain the connection state. HTTP header information (including server cookies and server sessions generated therefrom) obtained in response is stored in the client session information database 160 along with uniquely identifiable key values (client sessions).

The process of the web browser emulation unit 140 will be described in more detail with reference to FIG. 4, and the web browser emulation unit 140 collects the client session information and analysis request collected by the client request processing and response unit 110. Receives a web page address (S40), reads the browser information, operating system information and client cookies corresponding to the client session information database 160 (S41), HTTP access to the web server 200, browser information, operating system information and the client After transmitting the cookie together (S42), and after receiving the web page (S43), it is determined whether the server cookie item is added or updated in the HTTP response header when the web page is received (S44), and the cookie item is added or updated. If after adding or updating the cookie information in the client session information database 160 (S45), the received web page to the web page analysis unit 130 If the server cookie item is not added or updated (S46), and delivers the received web page to the web page analysis unit 130 (S46).

<Step 3 (Step S23)>

The visualization server 100 reads the analysis result of the clickstream from the clickstream data storage unit 300 and compares and analyzes the contents of the webpage received from the web server 300. The webpage analysis unit 130 performs a web analysis. The browser emulation unit 140 decomposes and analyzes the content of the obtained web page, extracts only the link portion in the HTML source code, generates a list, and delivers it to the script program generator 150 or the script program generator 150 It can be stored in a file or in memory or a database that can be shared between modules together with a uniquely identifiable key value (client session) used in the client session information database 160 for use.

The process of the web page analyzing unit 130 will be described in more detail with reference to FIG. 5, and the web page analyzing unit 130 receives the source code of the web page acquired by the web browser emulation unit 140 (S50). ), Parses and decomposes the part corresponding to the link object (anchor, image map, button, etc.) in the source code of the received web page (S51), and creates a script program by listing the connection address of the object of the extracted link object. Stored in a file or memory, or stored in a database or the like can be shared between the modules so that the transfer to the unit 150 or the script program generation unit 150 (S52).

As shown in FIG. 6, the clickstream data loading unit 120 opens the clickstream data storage unit 300 (S60), and selectively extracts data corresponding to the web server 200 (S61). Stored in a file or memory or a database that can be shared between modules together with a uniquely identifiable key value used in the client session information database 160 for delivery to the generation unit 150 or for use by the script program generation unit 150 ( S62). The generated data is selected based on the web page to be analyzed, and then includes the address of the page visited by the visitor in chronological order.

Fig. 7 shows the basic format of the clickstream data. The table includes "rownum" (sequence number 71), "session ID" 72, "IP address" 73, and "web page lookup time" 74. , "Web page URL" 75 field. In FIG. 7, a visitor having a visitor session ID and "IP address" "123.123.123.123" used for log analysis "89abdc6534fa784" accessing the web server 200 (http://www.abcd.com) is http: //www.abcd.com/index.html After viewing the web page, you can see that the next page corresponds to rownum 2, 4.

<4th step (step S24)>

As the visualization server 100 modifies the source code of the web page, generates a script program to display the click rate in real time, includes the same in the web page, and transmits it to the client 400. The script program generating unit 150 includes: Comparing the list of parsed and analyzed links and the extracted clickstream data to calculate the click rate value for each link, the source code of HTML collected by the web browser emulation unit 140 using the calculated value and the address of the link. Rewrite to modify so that it can be displayed with unique ID number for link object in page. Here, the script program is composed of a script language having a function equivalent to the executable JavaScript or Visual Basic Script included in a standard HTML page.

The script program generating unit 150 dynamically generates a script program for embedding a unique ID number and a click rate value so that a proper link and click rate value can be expressed in a web browser of the client 400 in a rewritten HTML source code. To be included. The completed final web page is delivered to the client request processing and response unit 110 and eventually delivered to the client 400.

The process of the script program generator 150 will be described in more detail with reference to FIG. 8. The script program generator 150 reads the HTML source code of the web page collected by the web browser emulator 140. (S80), the link address (web page address) extracted by the web page analysis unit 130 is read (S81), and all the link addresses in the HTML source code are compared with the list of parsed and extracted link addresses of the corresponding item. Modify the HTML source code to add a unique ID number that can be identified (S82), read the clickstream data of the analysis target web page extracted by the clickstream data loading unit 120 (S83), and click the screen extracted The stream data is analyzed according to the data time series by web page address link after the analyzed web page and the number of clicks of the link in the analyzed web page from the corresponding "rownum". Calculate the Rick occupancy rate (S84), read the web browser and operating system information of the client 400 collected in the client request processing and response unit 110 and stored in the client session information database 160 (S85), the link address list And the click rate calculated from the unique number and clickstream data are generated as dynamic HTML that can be displayed in the web browser / operating system of the client 400 and added to the modified HTML source code (S86), and the web browser of the client 400 Creates a script program to link and control the unique ID number and dynamic HTML added in the HTML source code in accordance with the client environment, and adds the modified HTML source code to the modified HTML source code (S87), and in the web browser of the client 400 Double click the link to modify the HTML source code so that the analysis request and page movement again (S88), modified HTML source It passes the request to the client de-processing and response unit (110) (S89).

<Steps for Running Script Program in Web Browser of Client Computer>

A script program in the analysis result page received by the client 400 expresses a click rate on a web page in the web browser of the client 400. The web page delivered to the client 400 is clickable unlike the original web page. Corrected content for link objects (anchors, image maps, buttons, etc.). The modified web page is executed in a web browser of the client 400 and is expressed. The script program included therein determines the location of each link object on the client screen and then provides a unique ID number and click rate value corresponding to each link object. By linking, the tag label of the click-through value is expressed by using a dynamic HTML tag at the corresponding screen position in the web browser.

When the script program is executed in the web browser of the client 400 in more detail with reference to FIG. 9, the client 400 receiving the report visualized by the clickstream analysis result prepares to execute the script program (S91). In operation S92, when the loading is completed, the number of objects of all the link objects (anchors, image maps, buttons, etc.) in the page is calculated, and the number of objects is repeated through the loop. Identify the X / Y coordinate on the client browser screen and the unique ID number of each object (S93), and place the dynamic HTML layer tag containing the click-through value display corresponding to the identified unique ID number on each X / Y coordinate. After making it active, it is displayed in the web browser of the client 400 (S94).

<Fifth Step (S25 Step)>

In the step of determining whether there is a re-request for the visualization of the clickstream analysis result from the client 400, the client 400 is a link object in the visualized report screen of the clickstream analysis result expressed in the client's 400 web browser. When accessed by a method such as double-click to connect to the first step process described above.

Meanwhile, the visualization server 100 provides a report in which the analysis result of the click stream for the web page that the client 400 makes an analysis request is visualized, and the HTML rendering engine (API, library) in the visualization server 100 is provided. Equipped with image generation library or PDF generation library, all web pages collected from clickstream data are analyzed in batch process and saved in image file or PDF document format, and generated as an integrated compressed file. It may further comprise the step provided to the download format (400).

As described above, the client 400 can directly see the CTR of each link object while directly surfing the webpage of the website to be analyzed, and can also click on each link to move to the next page or log in as a member. In this way, it is possible to intuitively analyze how the actual visitor moved (clickstreamed) from the website to be analyzed.

As described above, according to the present invention, it is possible to intuitively analyze how the website visitor moves with respect to the content of the site within the website to be analyzed up to the click level of each link object (anchor, image map, button, etc.) In addition, the website visitors can experience the experience as if they are navigating and surfing the actual screen, so that they can deeply understand the usability of the website. This makes it easy to improve the usability of the website, and it is easy to see what the website visitors want.

In addition, it is not necessary to develop and distribute a separate program to provide a visualized report of the analysis results, so that the analysis results can be easily viewed from the website operator's point of view, and the report provider needs additional development costs and distribution. Cost is eliminated.

And in providing analysis results, when a provider wants to provide a separate program to provide a separate program, the development cost is greatly reduced since the program can be easily produced using only basic HTML rendering API.

Although the present invention has been described in connection with the above-mentioned preferred embodiments, various modifications and variations are possible without departing from the spirit and scope of the invention. Thus, the claims will cover any modifications or variations that fall within the spirit of the invention.

Claims (6)

Visualization server 100 for visualizing clickstream analysis results, web server 200 for providing an analysis target web page, and clickstream data storage for storing result data by web analytics of the web server 200. In an environment in which the unit 300 and the client 400 requesting the visualization of the clickstream analysis result are connected to each other through a communication network such as the Internet, clicks already stored in the clickstream data storage unit 300 through log analysis or the like. In the method for visualizing the stream data to provide to the client 400, Receiving, by the visualization server (100), a visualization request of a clickstream analysis result from the client (400) (S21); Receiving, by the visualization server (100), a web page to be analyzed from the web server (200) (S22); (S23) the visualization server (100) reading the clickstream analysis result from the clickstream data storage unit (300) and comparing the result with the content of the web page received from the web server (200); Generating, by the visualization server 100, a script program for modifying the source code of the web page so that the click rate is displayed in real time and including the same in the web page (S24); Determining, by the visualization server (100), whether there is a re-request for visualization of a clickstream analysis result from the client (400) (S25); If it is determined in step S25 that there is a re-request, the method of visualizing the clickstream analysis result of the visitor to the website, characterized in that it performs repeatedly steps S21 to S24. The method of claim 1, In step S21, the visualization server 100 may determine the characteristics (web browser type, client cookie, client session information, HTTP request) of the web browser of the client 400 together with the address of the analysis target web page requested by the client 400. Header) together, and in step S22, the visualization server 100 transmits the information received from the client 400 to the web server 200, and then receives a web page. By emulating in the same way as the access environment of the web browser, the client 400 visualizes the clickstream analysis result while moving the general page and the web page that requires the login in the same visualization report of the clickstream analysis result. Report on the results of clickstream analysis by website visitors, How to awaken. The method according to claim 1 or 2, In step S23, the visualization server 100 parses and analyzes the HTML code of the web page received from the web server 200 in association with clickstream data, and calculates a click rate for each link object in step S24. By directly modifying the HTML code of the received web page, the client 400 and the visualization server 100 does not communicate with the web server 200 and the visualization server 100, respectively. A method of visualizing clickstream analysis of a website visitor characterized by communicating. The method of claim 3, wherein Dynamically generating a script program suitable for the web browser environment of the client 400 in the HTML code modified in step S24 and including the script program, so that the analysis result of the click stream in the web browser of the client 400 is Clickstream analysis of a website visitor characterized in that it is correctly expressed in accordance with the client 400 environment and accesses a link in an analysis result screen and requests a new additional analysis from the visualization server 100 at the same time as page movement. How to visualize the results. The method of claim 4, wherein In the step S22, the visualization server 100 does not bring the analysis target web page to the web server 200 at every request of the client 400, and imports the HTML source code obtained at the first analysis request from the visualization server. The visitor to the website characterized in that the (100) is stored in a separate file or database to improve the analysis speed, and generate analysis results from the stored HTML source code even if the website does not exist or cannot be accessed later. To visualize the results of your clickstream analysis. The method according to any one of claims 1 to 5, The visualization server 100 provides a report in which the click stream for the web page that the client 400 requests for analysis is visualized, and generates an HTML rendering engine (API or library) and an image in the visualization server 100. Equipped with a library or PDF generation library, performs batch analysis on all web pages collected from clickstream data, stores them as image files or PDF documents, and generates them as an integrated compressed file. The method of visualizing the results of the clickstream analysis of the website visitor further comprising the step of providing to the download form.

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