Orthogonal Web Page Transformation for Clean Multivariate Testing
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Solution Overview
Problem
Existing multivariate testing methods for web pages are inefficient due to complex code requirements and potential negative side effects from overlapping changes, making it difficult to determine the individual effect of each element on user behavior and conversion rates.
Innovation Solution
A multivariate web page testing system that includes a content retrieval module, a content determination module, an experimental treatment determination module, and an experimental treatment application module to perform orthogonal transformations of web pages, ensuring independent alterations and reducing IT burden while maintaining clean design practices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If multivariate testing is conducted by identifying and replacing elements in various regions of a web page with tags, then multiple alterations can be tested simultaneously, but complex and invasive code is placed inside the web page combining with web page generation logic
Solution Approach 1:
The patent segments the web page into distinct regions using structural tags, and separates the testing logic from the web page generation logic. Each region can be independently modified for testing purposes without affecting other parts of the page or the core generation logic, thus improving testing efficiency while reducing code complexity.
Solution Approach 2:
The patent introduces an intermediary layer of structural tags that mediate between the web page content and the testing mechanism. These tags serve as placeholders that allow multiple alterations to be applied simultaneously without directly embedding complex testing code into the web page generation logic, thereby reducing code complexity while maintaining testing capability.
2Productivity
If changes to two different regions of a web page have overlapping effects on the same element, then multivariate testing can be conducted, but negative side effects occur and it becomes difficult to determine the individual effect of each element
Solution Approach 1:
The patent divides the web page into non-overlapping regions, each controlled by specific structural tags. This segmentation ensures that changes applied to different regions do not interfere with each other, allowing for precise measurement of individual element effects without negative side effects from overlapping modifications.
Solution Approach 2:
The patent applies changes locally to specific regions of the web page rather than globally. Each region can have its own set of modifications applied independently, ensuring that the effect of each alteration can be measured precisely without being confounded by changes in other regions.
3Measurement precision
If individual alterations to a web page configuration are tested, then the effect of each element can be determined, but the testing process is inefficient
Solution Approach 1:
The patent merges multiple individual alterations into a single multivariate testing framework. By using structural tags to define regions, multiple elements can be altered simultaneously across different regions, and the individual effect of each element can still be determined through the structured organization, thus improving testing efficiency while maintaining measurement precision.
Data Source
AI summary
A multivariate web page testing system includes a content retrieval module configured to receive a web page request from a visitor's browser and determine corresponding HTML content corresponding to the web page in the web page request. The multivariate web page testing system further includes a content determination module configured to determine if the corresponding HTML content conforms to a preset standard. An adapter is configured to convert the corresponding HTML content to conform to the preset standard if the corresponding HTML content does not conform to the preset standard. The multivariate web page testing system further includes an experimental treatment determination module configured to determine an experimental treatment for the corresponding HTML content and an experimental treatment application module configured to apply the treatment to the corresponding HTML content to create orthogonally transformed HTML content. The orthogonally transformed HTML content is operable to be transmitted to the visitor's browser.