JP2016014982A - Web evaluation device, web evaluation method, and web evaluation program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To accurately evaluate a change content to a web page.SOLUTION: A web evaluation device includes: a rearrangement unit 11 that rearranges access log information of an access log information storage unit 21 for each user ID in time series on the basis of an address start time; an assignment unit 12 that assigns the same session number to each access log information group falling within a time which indicates that an access is being continuously performed among the rearranged access log information; an extraction unit 13 that extracts the access log information having a service name to be surveyed from the access log information to which the session number is assigned; a counting unit 14 that counts evaluation index information before and after a change of a web page respectively for the access log information generated during the same period before and after the change among the extracted access log information; and an evaluation unit 15 that compares the counted evaluation index information before and after the change to evaluate a change content in the web page.

Description

  The present invention relates to a web evaluation device, a web evaluation method, and a web evaluation program.

  Many websites have the result (purpose) of having the visiting user make membership registration, reservation, purchase, inquiry, request for materials, etc., and ingenuity in screen composition and screen transition to achieve efficient results It is fancy.

  Patent Document 1 below discloses a technique for presenting a screen transition path that can efficiently reach a conversion screen by accumulating and analyzing an access log to a website.

JP 2011-22799 A

  The technology described in Patent Document 1 is based on an access log for a website that is currently provided, and estimates a superior screen transition route from currently set screen transition routes, and a route to be deleted or added It is only to select. In other words, the efficiency is limited to the range using the existing screen transition path, and there is room for improvement without considering the efficiency improvement by changing the screen configuration.

  SUMMARY An advantage of some aspects of the invention is that it provides a web evaluation device, a web evaluation method, and a web evaluation program that can accurately evaluate changes to a web page. I will.

  The web evaluation apparatus according to an aspect of the present invention includes at least user identification information for identifying a user, browsing address information indicating an address of a web page browsed by the user, an access start time to the web page, and the web page. A storage unit that stores access log information including service identification information that identifies a service provided by a website that includes the service identification information, and information that is used to calculate evaluation index information that is an index of evaluation for the web page; The access log information stored in the section is rearranged in time series for each of the user identification information on the basis of the address start time, and the access log rearranged by the rearrangement section When assigning a session number to information and assigning the session number, For the access log information having user identification information, a time interval determined based on the access start time of the access log information whose access start time is before and after is within a time period indicating that access is continued For each of the access log information groups that are contained in the access log information group, the allocation unit that allocates the same session number, and the access log information that is allocated the session number by the allocation unit, the service identification information to be investigated Occurs when accessing the web page during the same period before and after the change of the web page among the extraction unit that extracts the access log information and the access log information extracted by the extraction unit For the access log information, before the change and before A change of the web page by comparing the evaluation index information before the change and the evaluation index information after the change and the evaluation index information before the change calculated by the totalization section, respectively, And an evaluation unit for evaluating contents.

  In the web evaluation method according to one aspect of the present invention, the web evaluation device includes at least user identification information for identifying a user, browsing address information indicating an address of a web page browsed by the user, and an access start time to the web page. Access address information including service identification information for identifying a service provided by a website including the web page, and information used for calculating evaluation index information serving as an evaluation index for the web page. Based on the start time, for each of the user identification information, a rearrangement step of rearranging in time series, and assigning a session number to be allocated for each series of exchanges to the access log information rearranged in the rearrangement step, When assigning the session number, the same user For the access log information having the identification information, a time interval determined based on the access start time of the access log information whose access start time is before and after is within a time period indicating that the access is continued The allocation step of assigning the same session number for each access log information group that is contained in, and the service identification information to be investigated from the access log information to which the session number is assigned in the allocation step Occurred when accessing the web page during the same period before and after the change of the web page of the access log information extracted in the extraction step for extracting access log information and the extraction step For the access log information A totaling step of totaling the evaluation index information before and after the change, and comparing the evaluation index information before the change and the evaluation index information after the change totaled in the totaling step. And an evaluation step for evaluating the change contents of the web page.

  The web evaluation program according to one aspect of the present invention includes, on a computer, at least user identification information for identifying a user, browsing address information indicating an address of a web page browsed by the user, access start time to the web page, Access log information including service identification information for identifying a service provided by a website including a web page and information used for calculating evaluation index information serving as an evaluation index for the web page, the address start time For each of the user identification information, a reordering step for reordering in time series, and assigning a session number to be allocated for each series of exchanges to the access log information reordered in the reordering step, When assigning a number, before the same For the access log information having user identification information, a time interval determined based on the access start time of the access log information whose access start time is before and after is within a time period indicating that access is continued The allocation step of assigning the same session number for each access log information group that is contained in, and the service identification information to be investigated from the access log information to which the session number is assigned in the allocation step Occurred when accessing the web page during the same period before and after the change of the web page of the access log information extracted in the extraction step for extracting access log information and the extraction step The access log information Then, the aggregation step for aggregating the evaluation index information before and after the change, respectively, and the evaluation index information before the change and the evaluation index information after the change aggregated in the aggregation step are compared. Then, an evaluation step for evaluating the change contents of the web page is executed.

  By adopting such a configuration, after the access log information is rearranged in time series for each user identification information based on the address start time, a session number to be assigned for each series of exchanges can be assigned. From the access log information that has the service identification information to be investigated, extracted from the information, the access index information that occurred during the same period before and after the change of the web page is targeted, and the evaluation index information before and after the change is totaled respectively. And it becomes possible to evaluate the change content of a web page by comparing the evaluation index information before and after the totalized change.

  According to the present invention, it is possible to accurately evaluate changes to a web page.

It is a figure which illustrates the structure of the web evaluation apparatus in embodiment. It is a figure which illustrates the data structure of an access log information storage part. It is a figure which illustrates the data structure of a collection web information storage part. It is a figure which illustrates the display state of a screen layout. It is a flowchart for demonstrating the operation | movement at the time of evaluating the change content of a web based on access log information. It is a flowchart for demonstrating the operation | movement at the time of evaluating the web page of a specific website.

  DESCRIPTION OF EMBODIMENTS Hereinafter, preferred embodiments of a web evaluation apparatus, a web evaluation method, and a web evaluation program according to the present invention will be described with reference to the accompanying drawings.

  First, a web evaluation apparatus according to an embodiment will be described with reference to FIG. The web evaluation device 1 evaluates changes made to the web based on access log information that is log information when a user accesses a web page of a website (hereinafter also referred to as “web”). This is a device for displaying the access status to the link label provided on the web.

  As shown in FIG. 1, the web evaluation device 1 functionally includes, for example, a rearrangement unit 11, an allocation unit 12, an extraction unit 13, a totaling unit 14, an evaluation unit 15, and a collection unit 16. And an estimation unit 17 and a display unit 18. The web evaluation device 1 includes an access log information storage unit 21 and a collected web information storage unit 22 as storage units referred to by the above-described units.

  Here, the web evaluation device 1 physically includes, for example, a CPU (Central Processing Unit), a storage device, a display, and a communication interface. The storage device is, for example, a ROM (Read Only Memory) or HDD (Hard Disk Drive) that stores programs and data processed by the CPU, a RAM (Random Access Memory) that is mainly used as various work areas for control processing, etc. including. The CPU executes the program stored in the ROM and processes messages received via the communication interface, data developed in the RAM, and the like, thereby realizing the functions of the above-described units in the web evaluation device 1.

  The data configuration of the access log information storage unit 21 will be described with reference to FIG. The access log information storage unit 21 is a database that accumulates access log information (browsing address information) that occurs each time a user browses a web page. The access log information storage unit 21 includes, for example, user ID items, access date / time items, service name items, session number items, CV-FLG (Conversion-Flag) items, departure-FLG items, access URLs (Uniform Resource) as data items. Locator) item, page type item, and transition destination access URL item.

  The user ID item stores user identification information that identifies a user who has viewed a web page. The access date / time item stores the time when access to the web page is started as date / time information. The service name item stores service identification information that identifies the content of the service provided by the website. The session number item stores identification information for specifying an access log group determined to have been generated by a series of exchanges.

  The CV-FLG item stores, as flag information (conversion information), whether or not conversion has been obtained on the browsed web page. The conversion is a final result on the website, and includes, for example, member registration, reservation, purchase, inquiry, and document request. “1” is stored when conversion is obtained on the browsed web page, and “0” is stored when conversion is not obtained. This CV-FLG item can be provided for each type of conversion (for example, member registration, reservation, purchase, inquiry, document request, etc.).

  The “leave-FLG” item stores, as flag information, whether the browsed web page corresponds to the leave page. The leaving page is the last web page in the session that is regarded as a series of user interactions. When the browsed web page corresponds to the leaving page, “1” is stored. When the browsed web page does not correspond to the leaving page, “0” is stored. Whether it falls under the departure page is determined as follows, for example.

  Referring to the access log information of the same user arranged in time series, if the time interval with the access date and time immediately after is within the time indicating continuous access, it is determined that the page does not correspond to the leaving page, If the time indicating continuous access is exceeded, it is determined that the page falls out. The time indicating continuous access can be arbitrarily set within a range that can be regarded as a series of exchanges, such as 30 minutes.

  The access URL item stores a URL that is an address of a web page viewed by the user. The page type item stores the type of the web page. As the type of the web page, for example, a TOP page indicating that it is the first page of the website, a search page indicating that it is a page for searching for products or services, and a page for displaying a list of search results. There are a list page to be displayed, a detailed page to indicate that the page is a page for displaying detailed contents of each search result displayed in a list.

  The transition destination access URL item stores a URL (transition destination browsing address information) that is an address of a web page that the user browses next. The transition destination access URL item normally stores the access URL of the access log information located immediately after the own access log information among the access log information of the same user and the same session arranged in time series. Here, the transition destination access URL of the access log information located at the end of the session (access log information in which the leaving-FLG item is “1”) is a null value.

  The rearrangement unit 11 illustrated in FIG. 1 rearranges the access log information stored in the access log information storage unit 21 in time series for each user ID with reference to the access start time of the access date / time item.

  The assigning unit 12 assigns session numbers to the access log information sorted by the sorting unit 11. Specifically, the allocating unit 12 continuously accesses the time interval determined based on the access date and time items of the access log information whose access start time is around for the access log information having the same user identification information. The same session number is assigned to each access log information group within the time period indicating that the

  The extraction unit 13 extracts access log information having a service name to be investigated from the access log information to which the session number is assigned by the assignment unit 12. Note that the extraction condition for extracting the access log information is not limited to the service name. For example, the service name and the page type (for example, TOP page) may be used as the extraction condition.

  The totaling unit 14 is an access log generated when accessing the web during the same period before and after the change, based on the change date of the web page, among the access log information extracted by the extraction unit 13 The evaluation index information before and after the change is totaled for the information. The total period before and after the change based on the change date can be arbitrarily specified, for example, in units of days (1 day, 3 days, etc.) or in units of weeks (1 week, 4 weeks, etc.).

  The evaluation index information to be aggregated includes, for example, a page view, the number of sessions, the number of unique users, the number of conversions, a conversion rate, a next layer transition rate, and a withdrawal rate. Each will be described below.

  The page view is calculated by counting the number of records of the target access log information. The number of sessions is calculated by totaling the number of records of access log information for each user ID and session number. The number of unique users is calculated by counting the number of records of access log information for each user ID.

  The number of conversions is calculated by totaling the number of records of the access log information whose CV-FLG item is “1”. The conversion rate is calculated by dividing the number of conversions by the number of sessions.

  The next layer transition rate is calculated by dividing the number of times of transition to another web page set in the next layer of the self web page by the page view of the self web page. In each web page, another web page that transitions next is set as the next layer. The number of times of transition to another web page is calculated by totaling the number of records in which the URL of the other web page is stored in the transition destination access URL item in the access log information of the own web page.

  The withdrawal rate is calculated by dividing the number of withdrawals calculated by summing up the number of records of the access log information whose separation-FLG item is “1” by the page view.

  The counting process by the counting unit 14 is executed by designating a website or web page to be counted, a change date, and a counting period. For example, when April 1 is specified as the change date and 1 day, 3 days, and 4 weeks are specified as the total period, the total process is executed as follows.

  First, on April 2, the aggregation process for the day before the change is executed for the access log information on March 31, and the day after the change for the access log information on April 1 The minutes are counted. Subsequently, when April 4th is reached, aggregation processing for the three days before the change is executed for the access log information from March 28th to March 31st, and access from April 1st to April 3rd is performed. Aggregation processing for three days after the change is executed on the log information.

  Subsequently, on April 29th, the aggregation process for the four weeks before the change is executed for the access log information from March 4th to March 31st, and access from April 1st to April 28th is performed. Aggregation processing for four weeks after the change is executed on the log information.

  The evaluation unit 15 compares the evaluation index information before the change totaled by the totalization unit 14 with the evaluation index information after the change, and evaluates the change content of the web.

  The collection unit 16 collects web information that is information about the web from a specific website, for example, by crawling. The collected web information is stored in the collected web information storage unit 22.

  With reference to FIG. 3, the data structure of the collection web information storage part 22 is demonstrated. The collected web information storage unit 22 is a database that stores the web information collected by the collection unit 16. The collected web information storage unit 22 includes, for example, a link NO item, a label name item, a link URL item, a regular expression link URL item, an X coordinate item, a Y coordinate item, an estimated click number item, and an estimated CV number item as data items. Have.

  The link NO item stores identification information (link information) that identifies a link set in the web page. The label name item stores identification information for specifying a label in which a link is embedded.

  The link URL item stores a URL (link information) serving as a set link destination address. The regular expression link URL item stores a URL (link information) obtained by normalizing a plurality of link URL expressions for the same link destination into a unified expression.

  The X coordinate item stores the X coordinate where the label in which the link is embedded is arranged among the two-dimensional coordinates set in the screen layout of the web page. The Y coordinate item stores the Y coordinate where the label in which the link is embedded is arranged among the two-dimensional coordinates set in the screen layout of the web page. That is, the position of the label on the screen layout can be specified by the X coordinate and the Y coordinate (label display position information).

  The estimated number-of-clicks field stores the estimated number of times that a label embedded with a link has been clicked. The estimated number of CVs item stores the estimated number of times that conversion was obtained by clicking a label in which a link was embedded.

  The estimation unit 17 illustrated in FIG. 1 refers to the access log information stored in the access log information storage unit 21, and for each link included in the web information collected by the collection unit 16, the access log information corresponding to the link To estimate the number of clicks that are the number of times the link has been selected and the number of conversions obtained at the link destination. The number of clicks and the number of conversions are evaluation items when evaluating the link included in the web information. The procedure for estimating the number of clicks and the number of conversions will be specifically described below.

  The estimation unit 17 refers to the access log information stored in the access log information storage unit 21, and for each regular expression link URL included in the web information collected by the collection unit 16, the transition corresponding to the regular expression link URL The number of records of the access log information having the destination access URL is totaled. Thereby, the number of accesses to the web page corresponding to the link included in the collected web information can be tabulated. Therefore, the estimation unit 17 estimates the total number of accesses as the number of clicks on the links included in the collected web information.

  The estimation unit 17 refers to the access log information stored in the access log information storage unit 21, and for each regular expression link URL included in the web information collected by the collection unit 16, the transition corresponding to the regular expression link URL The values of the CV-FLG items of the access log information having the destination access URL are totaled. Thereby, the conversion number of the web page corresponding to the link contained in the collected web information can be totaled. Therefore, the estimation unit 17 estimates the total number of conversions as the number of conversions obtained at the link destination included in the collected web information.

  The display unit 18 displays a graphic whose display form varies depending on the number of clicks or conversions estimated by the estimation unit 17 on the label in which the link is embedded in the screen layout of the web page including the link. Overlaid on the display.

  As the graphic display form, for example, size and color are applicable. For example, when a circular figure is adopted as the figure, the display unit 18 displays the size of the circular figure displayed on the label in a larger size as the number of clicks or the number of conversions increases. The color to be colored in the figure is made to stand out.

  With reference to FIG. 4, the example which displays the figure from which a display form fluctuates on the label of a screen layout is demonstrated. In order to make the drawing easy to see, a case will be described in which a circular figure is used as a figure whose display form changes, and the size of the circle is changed according to the number of clicks.

  In FIG. 4, for example, six labels L1 to L6 in which links are embedded are provided on the screen layout S of the collected web pages. On the label L1, the largest circle F1 in the screen layout S is displayed. On the label L5, the second largest circle F5 in the screen layout S is displayed. On the labels L2 to L4, the third largest circles F2 to F4 in the screen layout S are displayed, respectively. On the label L6, the smallest circle F6 in the screen layout S is displayed.

  From this screen layout S, it is possible to visually grasp that the label most clicked by the user is the label L1, and the label clicked next is the label L5. Further, it can be visually grasped that the label that is not clicked most by the user is the label L6 and the labels that are not clicked next are the labels L2 to L4.

  Next, with reference to FIG. 5, the operation | movement at the time of evaluating the change content of a web based on access log information is demonstrated.

  First, the switching unit 11 rearranges the access log information stored in the access log information storage unit 21 in time series for each user ID with reference to the access start time of the access date / time item (step S101). .

  Subsequently, the assigning unit 12 assigns session numbers to the access log information rearranged in step S101 (step S102).

  Subsequently, the extraction unit 13 extracts access log information having a service name to be investigated from the access log information to which the session number is assigned in step S102 (step S103).

  Subsequently, the counting unit 14 targets the access log information generated by accessing the web during the same period before and after the change, based on the change date of the web page, among the access log information extracted in step S103. Thus, the evaluation index information before and after the change is totaled (step S104).

  Subsequently, the evaluation unit 15 compares the evaluation index information before the change calculated in step S104 with the evaluation index information after the change, and evaluates the change content of the web (step S105).

  Next, with reference to FIG. 6, the operation | movement at the time of evaluating the web page of a specific website is demonstrated.

  First, the collection unit 16 collects web information from a specific website by crawling (step S201).

  Subsequently, the estimation unit 17 refers to the access log information stored in the access log information storage unit 21 and totals the access log information corresponding to the link for each link included in the web information collected in step S201. Then, the number of clicks and the number of conversions for the link are estimated (step S202).

  Subsequently, the display unit 18 displays a graphic whose display form is changed according to the number of clicks and the number of conversions estimated in step S202 on the screen layout of the web page including the link. The information is displayed on the embedded label (step S203).

  As described above, according to the web evaluation device 1 in the embodiment, after the access log information is rearranged in time series for each user ID based on the address start time, a session number to be allocated for each series of exchanges is assigned. Of the access log information extracted from the access log information and having the service name to be investigated, the access log information generated during the same period before and after the change of the web page It is possible to evaluate the change contents of the web page by totaling the evaluation index information and comparing the calculated evaluation index information before and after the change.

  Moreover, according to the web evaluation apparatus 1 in the embodiment, for each link included in the web information collected from a specific website, the access log information having the transition destination access URL corresponding to the link is totaled, and the link Can be estimated, the conversion information of the access log information having the transition destination access URL corresponding to the link is aggregated, and the conversion number of the link destination can be estimated.

  Furthermore, according to the web evaluation apparatus 1 in the embodiment, a graphic whose display form varies depending on the estimated number of clicks and conversions corresponds to the target link in the screen layout of the web page including the target link. Can be displayed over the label.

  Therefore, according to the web evaluation device 1 in the embodiment, it is possible to accurately evaluate the content of changes to the web page.

  Note that the above-described embodiment is merely an example, and does not exclude various modifications and technical applications that are not explicitly described in the embodiment. That is, the present invention can be implemented by being modified into various forms without departing from the spirit of the present invention.

DESCRIPTION OF SYMBOLS 1 ... Web evaluation apparatus 11 ... Rearrangement part 12 ... Assignment part 13 ... Extraction part 14 ... Aggregation part 15 ... Evaluation part 16 ... Collection part 17 ... Estimation part 18 ... Display part 21 ... Access log information storage part 22 ... Collected web information Memory

Claims (7)

At least user identification information for identifying a user, browsing address information indicating the address of a web page browsed by the user, access start time to the web page, and a service for identifying a service provided by a website including the web page A storage unit for storing access log information including identification information and information used when calculating evaluation index information serving as an evaluation index for the web page;
A reordering unit that reorders the access log information stored in the storage unit in time series for each of the user identification information on the basis of the address start time;
Assigning a session number to be assigned for each series of exchanges to the access log information rearranged by the rearrangement unit, and assigning the session number to the access log information having the same user identification information The time interval determined based on the access start time of the access log information with the access start time fluctuating is the same for each access log information group that is within the time indicating continuous access. An assigning unit for assigning the session number of
An extraction unit that extracts the access log information having service identification information to be investigated from the access log information to which the session number is allocated by the allocation unit;
Among the access log information extracted by the extraction unit, the access log information generated when the web page is accessed during the same period before and after the change of the web page, respectively, A totaling unit for totaling the evaluation index information before and after the change,
An evaluation unit that compares the evaluation index information before the change and the evaluation index information after the change that are aggregated by the aggregation unit, and evaluates the change content of the web page;
A web evaluation apparatus comprising: The access log information further includes transition destination browsing address information indicating an address of a web page browsed next by the user,
The web evaluation device
A collection unit that collects web information from specific websites, including link information to other web pages,
The access having the transition destination browsing address information corresponding to the link information for each link information included in the web information collected by the collection unit with reference to the access log information stored in the storage unit An estimation unit that estimates the number of times the link information is selected by aggregating log information;
The web evaluation apparatus according to claim 1, further comprising: The link information includes addresses obtained by normalizing a plurality of notations into a unified notation,
The web evaluation device according to claim 2. The information used when calculating the evaluation index information of the access log information includes conversion information indicating whether conversion has been obtained on the web page viewed by the user,
For each link information included in the web information collected by the collection unit, the estimation unit aggregates the conversion information of the access log information having the transition destination address information corresponding to the link information. , Estimate the number of conversions obtained at the link destination corresponding to the link information,
The web evaluation device according to claim 2 or 3, wherein The web information further includes display position information of a label in which the link information is embedded,
The web evaluation device
A graphic whose display form varies depending on the number of selected times or the number of conversions estimated by the estimating unit corresponds to the display position information in the screen layout of the web page including the link information. The display part to be displayed on the label
The web evaluation device according to claim 4, further comprising: Web evaluation device
At least user identification information for identifying a user, browsing address information indicating the address of a web page browsed by the user, access start time to the web page, and a service for identifying a service provided by a website including the web page Access log information including identification information and information used when calculating evaluation index information serving as an evaluation index for the web page is time-sequentially for each user identification information with respect to the address start time. A sorting step to sort,
A session number assigned for each series of exchanges is assigned to the access log information rearranged in the rearrangement step, and when the session number is assigned, the access log information having the same user identification information is targeted. The time interval determined based on the access start time of the access log information with the access start time fluctuating is the same for each access log information group that is within the time indicating continuous access. Assigning the session number of
An extraction step of extracting the access log information having service identification information to be investigated from the access log information to which the session number is assigned in the assignment step;
Among the access log information extracted in the extraction step, the access log information generated when the web page is accessed during the same period before and after the change of the web page, respectively, A totaling step of totaling the evaluation index information before and after the change, and
An evaluation step for comparing the evaluation index information before the change and the evaluation index information after the change that are aggregated in the aggregation step, and evaluating the change content of the web page;
The web evaluation method characterized by including. On the computer,
At least user identification information for identifying a user, browsing address information indicating the address of a web page browsed by the user, access start time to the web page, and a service for identifying a service provided by a website including the web page Access log information including identification information and information used when calculating evaluation index information serving as an evaluation index for the web page is time-sequentially for each user identification information with respect to the address start time. A sorting step to sort,
A session number assigned for each series of exchanges is assigned to the access log information rearranged in the rearrangement step, and when the session number is assigned, the access log information having the same user identification information is targeted. The time interval determined based on the access start time of the access log information with the access start time fluctuating is the same for each access log information group that is within the time indicating continuous access. Assigning the session number of
An extraction step of extracting the access log information having service identification information to be investigated from the access log information to which the session number is assigned in the assignment step;
Among the access log information extracted in the extraction step, the access log information generated when the web page is accessed during the same period before and after the change of the web page, respectively, A totaling step of totaling the evaluation index information before and after the change, and
An evaluation step for comparing the evaluation index information before the change and the evaluation index information after the change that are aggregated in the aggregation step, and evaluating the change content of the web page;
Web evaluation program characterized by causing

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