USE OF BEHAVIORAL PORTRAITS IN THE CONDUCT OF E-COMMERCE
A method is provided for determining a website user behavioral portrait based on navigation on the website and dynamically reconfiguring web pages based on those portraits. In accordance with the method, data relating to the progress of a user through a website is recorded, and an ongoing behavioral portrait of the user is built based on the data. The portrait is then used to dynamically reconfigure web content.
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;
creating, by the system, 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 in which a product buying decision is made by the user, and the creating comprises assigning a value to the decision-making attribute based on a determination of whether the click stream data indicates a preference for independent product searching or a preference for researching product reviews;
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; and facilitating, by the system, displaying the web page comprising the modified content via a client device.