Functional Framework for Multivariant E-Commerce User Interfaces

Abstract

Modern e-businesses heavily rely on advanced data analytics for product recommendations. However, there are still untapped opportunities to enhance user interfaces. Currently, online stores offer a single-page version to all customers, overlooking individual characteristics. This paper aims to identify the essential components and present a framework for enabling multiple e-commerce user interfaces. It also seeks to address challenges associated with personalized e-commerce user interfaces. The methodology includes detailing the framework for serving diverse e-commerce user interfaces and presenting pilot implementation results. Key components, particularly the role of algorithms in personalizing the user experience, are outlined. The results demonstrate promising outcomes for the implementation of the pilot solution, which caters to various e-commerce user interfaces. User characteristics support multivariant websites, with algorithms facilitating continuous learning. Newly proposed metrics effectively measure changes in user behavior resulting from different interface deployments. This paper underscores the central role of personalized e-commerce user interfaces in optimizing online store efficiency. The framework, supported by machine learning algorithms, showcases the feasibility and benefits of different page versions. The identified components, challenges, and proposed metrics contribute to a comprehensive solution and set the stage for further development of personalized e-commerce interfaces.