Email this article Application of numerical methods for optimizing visual elements in e-commerce
- Authors: Chmelev A.A.1, Grineva N.V.2
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Affiliations:
- Wildberries LLC
- Financial University under the Government of the Russian Federation
- Issue: Vol 11, No 4 (2024)
- Pages: 11-18
- Section: ИСКУССТВЕННЫЙ ИНТЕЛЛЕКТ И МАШИННОЕ ОБУЧЕНИЕ
- URL: https://journal-vniispk.ru/2313-223X/article/view/282557
- DOI: https://doi.org/10.33693/2313-223X-2024-11-4-11-18
- EDN: https://elibrary.ru/FRPRGW
- ID: 282557
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Abstract
The article discusses the use of numerical methods to optimize the design elements of product cards. The discount block, one of the key elements significantly influencing sales, is selected as the object of study. The aim of the research is to improve the click-through rate (CTR) of product cards by analyzing and optimizing visual parameters such as color, font size, block placement, discount format, and device type. To achieve this goal, a regression model was developed to predict CTR for new parameter combinations without the need for full-cycle testing and to evaluate the significance of the analyzed parameters. The results show that the most impactful factors on CTR are background color, font size, and the placement of the discount block. The proposed approach reduces the number of required tests, accelerates the optimization process, and can be adapted to other design elements, such as call-to-action buttons or stock availability indicators.
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##article.viewOnOriginalSite##About the authors
Andrei A. Chmelev
Wildberries LLC
Author for correspondence.
Email: an.chmelev@gmail.com
senior full stack engineer, technical lead, specialist in applied mathematics and computer science, mathematician, system programmer
Russian Federation, MoscowNatalia V. Grineva
Financial University under the Government of the Russian Federation
Email: ngrineva@fa.ru
ORCID iD: 0000-0001-7647-5967
Cand. Sci. (Econ.), associate professor, Department of Information Technology
Russian Federation, MoscowReferences
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