Practical assessment of the e-commerce multivariant user interface

IF 3.8 2区计算机科学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information and Software Technology Pub Date : 2025-02-10 DOI:10.1016/j.infsof.2025.107684

Adam Wasilewski , Elżbieta Pawełek-Lubera

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引用次数: 0

Abstract

Context:

Personalization is recognized as one of the key trends in e-commerce development, often including the personalization of offers and prices. However, a rarely used and underestimated personalization opportunity is the customization of the user interface provided to customers. Customers of e-shops differ in their behaviors and usage patterns, yet there is no clear evidence verifying the potential of the user interface to influence the performance indicators of e-shops.

Objective:

The research discussed in this paper aims to verify the impact of a dedicated interface on the most common indicators describing e-commerce performance and to identify limitations to the use of user interface personalization in e-commerce.

Method:

To achieve this, a solution was developed to collect information about e-commerce customer behavior, segment customers using clustering methods, and provide a dedicated user interface. During the pilot implementation, data was collected to verify the impact of the dedicated interface on the purchasing behavior of customer groups.

Results:

The results showed that a dedicated interface can significantly improve the conversion rate(by 46% in the analyzed group) and average order value (11%).

Conclusion:

These findings confirm that tailored UI variants can positively influence customer behavior in e-shops by increasing key performance indicators.

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来源期刊

Information and Software Technology 工程技术-计算机：软件工程

CiteScore

9.10

自引率

7.70%

发文量

164

审稿时长

9.6 weeks

期刊介绍： Information and Software Technology is the international archival journal focusing on research and experience that contributes to the improvement of software development practices. The journal''s scope includes methods and techniques to better engineer software and manage its development. Articles submitted for review should have a clear component of software engineering or address ways to improve the engineering and management of software development. Areas covered by the journal include: • Software management, quality and metrics, • Software processes, • Software architecture, modelling, specification, design and programming • Functional and non-functional software requirements • Software testing and verification & validation • Empirical studies of all aspects of engineering and managing software development Short Communications is a new section dedicated to short papers addressing new ideas, controversial opinions, "Negative" results and much more. Read the Guide for authors for more information. The journal encourages and welcomes submissions of systematic literature studies (reviews and maps) within the scope of the journal. Information and Software Technology is the premiere outlet for systematic literature studies in software engineering.