Reverse Proxy Server for Web Content Variation Testing

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Solution Overview

Problem

Existing web conversion optimization models require modifications to target servers, rely on JavaScript and cookies, and cannot effectively test variations on both static and dynamic HTML and non-HTML content, leading to inefficiencies and limitations in tracking and modifying website content.

Innovation Solution

A reverse proxy server system that introduces page variations without modifying the target server, allowing for testing of content changes on visitor conversion rates without JavaScript or cookies, and supports both static and dynamic content, using a modification module for content modification and tracking.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Adaptability or versatility

If a remote content server model is used to introduce content variations, then content testing capability is improved, but server modification requirements and JavaScript dependency increase

Engineering Contradiction:

Improvecontent testing capabilityVSAvoidserver modification requirements

Core Design Contradiction:

Adaptability or versatilityVSDevice complexity

Solution Approach 1:

The patent introduces a reverse proxy server as an intermediary between the target server and the visitor's web browser. This reverse proxy receives requests from visitors, forwards them to the target server, modifies the responses, and delivers customized content back to visitors. This mediator approach enables content variation testing without requiring modifications to the target server's codebase, resolving the contradiction between content testing capability and server modification requirements.

Inventive Principle:

Principle #24Intermediary (Mediator)

Solution Approach 2:

The reverse proxy server creates a copy of the target server's response and modifies this copy before delivering it to the visitor. Instead of modifying the original target server content, the system copies the response, applies variations (such as different product descriptions, prices, or layouts), and sends the modified copy to the visitor. This copying mechanism enables content testing while maintaining the original server unchanged.

Inventive Principle:

Principle #26Copying

2Adaptability or versatility

If JavaScript code is used for content variation, then dynamic content testing is enabled, but browser compatibility issues and security concerns arise

Engineering Contradiction:

Improvedynamic content testingVSAvoidbrowser compatibility issues

Core Design Contradiction:

Adaptability or versatilityVSObject-affected harmful factors

Solution Approach 1:

The patent replaces the JavaScript-based content delivery mechanism with a reverse proxy server that operates at the HTTP protocol level. Instead of relying on JavaScript execution in the visitor's browser to load and display varied content, the reverse proxy handles all content variation logic server-side through HTTP requests and responses. This substitution eliminates browser compatibility issues and security concerns associated with JavaScript while maintaining dynamic content testing capability.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

3Adaptability or versatility

If multiple HTTP connections are made to remote server, then content variation delivery is achieved, but page load time increases

Engineering Contradiction:

Improvecontent variation deliveryVSAvoidpage load time

Core Design Contradiction:

Adaptability or versatilityVSLoss of time

Solution Approach 1:

The reverse proxy server merges multiple HTTP connections into a single connection flow. Instead of the visitor's browser making separate HTTP requests to different remote servers for different content variations, the reverse proxy consolidates all content variation delivery through a single proxy connection to the target server. This merging approach reduces the number of round-trip HTTP connections and minimizes page load time while maintaining the ability to deliver varied content.

Inventive Principle:

Principle #5Merging (Combining)

4Adaptability or versatility

If JavaScript is not executed for non-HTML content, then content type flexibility is maintained, but tracking and modification capability is lost

Engineering Contradiction:

Improvecontent type flexibilityVSAvoidtracking and modification capability

Core Design Contradiction:

Adaptability or versatilityVSProductivity

Solution Approach 1:

The reverse proxy server provides universal functionality that works across all content types (HTML, PDF, XML, TXT, etc.). It receives requests for any content type from visitors, forwards them to the target server, modifies the responses according to predefined rules, and delivers the modified content back to visitors. This multi-functional approach enables tracking and modification capability for all content types without requiring JavaScript execution, resolving the contradiction between content type flexibility and tracking capability.

Inventive Principle:

Principle #6Universality (Multi-functionality)

Data Source

PatentUS8782200B2System and method for optimizing website visitor actions

Publication Date: 2014.07.15 SITESPECT

AI summary

The invention includes a method and system for optimizing web visitor conversion—the science of measuring, testing, and improving the rate at which website visitors respond to website content. The system helps website operators create content variations, and then scientifically test and measure the impact of those variations on conversion rates. The invention includes a method of using a reverse proxy server to introduce page variations on existing website content without needing to modify the existing target server. The invention makes it possible to test any number of variations—in any combination—on a target server's visitors. Website operators learn how content variations impact visitor behavior and conversion rates.