Method and system for applying machine learning approach to routing webpage traffic based on visitor attributes

A computer-implemented method for routing Internet traffic for a target webpage, wherein the target webpage has a plurality of webpage variants, and wherein the Internet traffic comprises a plurality of new visitors, comprising:

• at a server:
• (i) receiving a request for the target webpage from a new visitor;
• (ii) receiving at least one attribute for said new visitor;
• (iii) determining for each webpage variant a performance history, the performance history including a performance statistic in relation to visitor attributes;
• (iv) calculating for each webpage variant, a predicted performance statistic and optionally an uncertainty in relation to the new visitor, based upon the at least one attribute of the new visitor and based upon the performance history;
• (v) routing the new visitor to a routed webpage variant, based upon an exploit/explore strategy, wherein the routed webpage variant is one of the webpage variants;
• (vi) determining an actual performance outcome for the routed webpage variant in respect of the new visitor;
• (vii) updating the performance history by incorporating the actual performance outcome for the routed webpage variant in respect of the new visitor and by incorporating the at least one attribute of the new visitor;
• and
• (viii) repeating steps (i) to (vii) for each subsequent new visitor.

A communication system for routing Internet traffic for a target webpage, wherein the target webpage has a plurality of webpage variants, and wherein the Internet traffic comprises a plurality of new visitors, the system comprising:

• a web-based communication network;
• a plurality of communication devices coupled to the communication network;
• and
• a server coupled to the communication network, wherein the server comprises a processor configured with executable instructions to perform operations comprising:
• at the server:
• (i) receiving a request for the target webpage from a new visitor;
• (ii) receiving at least one attribute for said new visitor;
• (iii) calculating for each webpage variant, a predicted performance statistic and optionally an uncertainty in relation to the new visitor, based upon the at least one attribute of the new visitor and based upon a performance history for each webpage variant, the performance history including a performance statistic in relation to visitor attributes;
• (iv) routing the new visitor to a routed webpage variant, based upon an exploit/explore strategy, wherein the routed webpage variant is one of the webpage variants;
• (v) determining an actual performance outcome for the routed webpage variant in respect of the new visitor;
• (vi) updating the performance history by incorporating the actual performance outcome for the routed webpage variant in respect of the new visitor and by incorporating the at least one attribute of the new visitor;
• and
• (vii) repeating steps (i) to (vi) for each subsequent new visitor.

A non-transitory computer readable storage medium having stored thereon processor-executable instructions configured to cause a processor to perform operations for routing Internet traffic for a target webpage, wherein the target webpage has a plurality of webpage variants, and wherein the Internet traffic comprises a plurality of new visitors, the operations comprising:

• at the server:
• (i) receiving a request for the target webpage from a new visitor;
• (ii) receiving at least one attribute for said new visitor;
• (iii) calculating for each webpage variant a predicted performance statistic and an uncertainty in relation to the new visitor, based upon the at least one attribute of the new visitor and based upon a performance history for each webpage variant, the performance history including a performance statistic in relation to visitor attributes;
• (iv) routing the new visitor to a routed webpage variant, based upon an exploit/explore strategy, wherein the routed webpage variant is one of the webpage variants;
• (v) determining an actual performance outcome for the routed webpage variant in respect of the new visitor;
• (vi) updating the performance history by incorporating the actual performance outcome for the routed webpage variant in respect of the new visitor and by incorporating the at least one attribute of the new visitor;
• and
• (vii) repeating steps (i) to (vi) for each subsequent new visitor.