Use of behavioral portraits in the conduct of e-commerce

1. A method, comprising:

generating, by a system comprising a processor, click stream data in response to interactions with a web site comprising a web page, the click stream data representing a navigation path through the web site facilitated by the interactions and comprising at least one search query for a specific product and at least one selection of a customer review web page that displays a product review by a customer;

creating, by the system, behavioral portrait data associated with a user based on the click stream data, the behavioral portrait data comprising at least a decision-making attribute that defines a manner in which a product buying decision is made by the user;

in response to determining that the click stream data indicates submission of a search query, of the at least one search query, increasing, by the system, an attribute value for the decision-making attribute;

in response to determining that the click stream data indicates a selection, of the at least one selection of the customer review web page, decreasing, by the system, the attribute value for the decision-making attribute, wherein the increasing and the decreasing yield a net attribute value;

modifying, by the system, a format of content of the web page based on a determination of whether the net attribute value is greater than or less than zero to yield modified web content, wherein the modifying comprises at least changing a font of an item of the content; and

facilitating, by the system, displaying the web page comprising the modified web content via a client device.

2. The method of claim 1 , further comprising determining, by the system, a fee directed to a provider of the web site based on the modified web content.

3. A method, comprising:

generating, by a system comprising a processor in response to interactions with a web page of a website during an online session, click stream data representing the interactions, the interactions including at least one submission of a search query for a product identifier and at least one selection of a customer recommendation web page;

creating behavioral portrait information, based on the click stream data, wherein the behavioral portrait information comprises at least a decision-making attribute representing a decision-making approach to purchasing a product;

in response to detecting, based on the click stream data, a submission of the at least one submission of the search query, increasing, by the system, an attribute value of the decision-making attribute;

in response to detecting, based on the click stream data, a selection of the at least one selection of the customer recommendation web page, decreasing, by the system, the attribute value of the decision-making attribute, wherein the increasing and the decreasing result in a net attribute value; and

modifying, by the system, a format of content of the web page based on a determination of whether the net attribute value is greater than or less than zero, wherein the modifying results in modified content, and the modifying comprises modifying a font of an item of the content; and

rendering, by the system, the web page including the modified content on a client device.

4. A non-transitory computer-readable medium having stored thereon executable instructions that, in response to execution, cause a system comprising a processor to perform operations, comprising:

creating click stream data in response to interactions with a web site including a web page, wherein the click stream data represents a recorded navigation path through the web site and comprises at least one submission of a search query for a specific product and at least one selection of a customer review web page that displays a customer product review;

creating behavioral portrait data associated with a user based on the click stream data, wherein the behavioral portrait data comprises at least a decision-making attribute that defines a manner of making a product buying decision;

in response to determining that the click stream data indicates a submission, of the at least one submission of the search query, increasing an attribute value for the decision-making attribute;

in response to determining that the click stream data indicates a selection, of the at least one selection of a customer review web page, decreasing the attribute value for the decision-making attribute, wherein the increasing and the decreasing yield a net attribute value for the decision-making attribute;

modifying a format of content of the web page of the web site based on a determination of whether the net attribute value of the decision-making attribute is greater than or less than zero, wherein the modifying yields modified web content and comprises at least changing a font of an item of the content; and

displaying the web page including the modified web content on a client device.

5. The non-transitory computer-readable medium of claim 4 , wherein the modifying further comprises repositioning the item of the content higher on the web page relative to another item of the content.

6. The method of claim 2 , further comprising:

generating, by the system, business lead information based on the behavioral portrait data.

7. The method of claim 6 , further comprising assessing, by the system, another fee to the provider of the web site based on the business lead information.

8. The method of claim 3 , further comprising:

providing, by the system, the behavioral portrait information to a business entity device; and

assessing, by the system, a fee to a business entity associated with the business entity device based on acceptance by the business entity of the behavioral portrait information.

9. The non-transitory computer-readable medium of claim 4 , wherein the operations further comprise determining a fee directed to a provider of the web site based on the modifying.

10. The method of claim 2 , wherein the determining the fee comprises determining the fee based on a number of web pages, including the web page, that are subject to the modifying.

11. The method of claim 2 , wherein the determining the fee comprises determining the fee based on a number of web pages, including the web page, resulting from the modified web content that are displayed on the web site.

12. The method of claim 1 , wherein the creating the behavioral portrait data comprises updating the behavioral portrait data as additional click stream data is received and as a function of the additional click stream data.

13. The method of claim 7 , further comprising distributing, by the system, information specifying the fee to a first entity associated with creation of the behavioral portrait data and a second entity association with generation of the business lead information.

14. The method of claim 1 , wherein the modifying further comprises rearranging content of the web page.

15. The method of claim 1 , wherein the modifying comprises changing the item of the content to a bold typeface.

16. The method of claim 1 , wherein the modifying further comprises repositioning the item of the content higher on the web page relative to another item of the content.

17. The method of claim 1 , wherein the modifying further comprises collapsing a portion of the content.

18. The method of claim 1 , wherein the creating the behavioral portrait data comprises creating the behavioral portrait data to define a psychological trait relating to at least one of a preferred decision-making approach, a motivation for making a purchase, and a preferred manner of viewing information.

19. The method of claim 8 , further comprising:

generating, by the system, business lead information based on the behavioral portrait information; and

assessing, by the system, another fee to the business entity based on the business lead information.

20. The method of claim 19 , wherein the assessing the other fee comprises assessing the other fee based on an acceptance of the business lead information by the business entity.

21. The method of claim 19 , further comprising apportioning, by the system, at least one of the fee or the other fee among a first entity associated with creation of the behavioral profile information and a second entity associated with creation of the business lead information.

22. The method of claim 19 , wherein the behavioral portrait information and the business lead information are provided by a same entity.

23. The method of claim 19 , wherein the fee is based on a value of at a sale made by the business entity based on the business lead information.

24. The method of claim 3 , wherein the modifying comprises rearranging the content of the web page.

25. The method of claim 24 , wherein the rearranging comprises moving a selected item of the content to a higher position on the web page relative to another item of the content.

26. The method of claim 3 , wherein the modifying further comprises at least one of collapsing or expanding a section of the content.

27. The method of claim 3 , wherein the modifying comprises increasing a font size of the item of the content.

28. The non-transitory computer-readable medium of claim 4 , wherein the computer-readable medium is installed on a computing device.

29. The non-transitory computer-readable medium of claim 9 , wherein the determining the fee comprises determining the fee based on a number of the web pages, including the web page, that are subject to the modifying.

30. The non-transitory computer-readable medium of claim 4 , wherein the modifying further comprises rearranging selected items of the content on the web page.