Practical assessment of the e-commerce multivariant user interface

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.