First in Search - How to Optimize Search Results in E-Commerce Web Shops

Customers of e-commerce web sites frequently use the full text search to find the desired products. The ranking of the search result page depends on various criteria such as the matching of search terms or popularity of the product. E-commerce vendors usually use additional ranking criteria and may want to increase conversion rates by varying the rankings of the search hits. This paper proposes a method to measure the impact of changing the ranking of the search result page. The method is applied to a b2b e-commerce shop with office products.

[1]  Robert D. Macredie,et al.  The assessment of usability of electronic shopping: A heuristic evaluation , 2005, Int. J. Inf. Manag..

[2]  Brian Clifton,et al.  Advanced Web Metrics with Google Analytics , 2008 .

[3]  I. Vermeulen,et al.  Tried and tested: The impact of online hotel reviews on consumer consideration , 2009 .

[4]  Sangwon Lee,et al.  The effects of usability and web design attributes on user preference for e-commerce web sites , 2010, Comput. Ind..

[5]  Charles J. Kacmar,et al.  Developing and Validating Trust Measures for e-Commerce: An Integrative Typology , 2002, Inf. Syst. Res..

[6]  Geng Cui,et al.  Terms of Use , 2003 .

[7]  Kyung Hyan Yoo,et al.  Use and Impact of Online Travel Reviews , 2008, ENTER.

[8]  D. Gefen,et al.  Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services , 2004 .

[9]  Marshall Scott Poole,et al.  Aesthetic design of e-commerce web pages - Webpage Complexity, Order and preference , 2012, Electron. Commer. Res. Appl..

[10]  Thomas Krabichler,et al.  E-Commerce-Leitfaden - Erfolgreicher im elektronischen Handel.2. überarbeitete und erweiterte Auflage , 2009 .

[11]  Raquel Benbunan-Fich,et al.  Using protocol analysis to evaluate the usability of a commercial web site , 2001, Inf. Manag..

[12]  Mathew Hillier,et al.  The role of cultural context in multilingual website usability , 2003, Electron. Commer. Res. Appl..

[13]  Rolph E. Anderson,et al.  Customer loyalty in e-commerce: an exploration of its antecedents and consequences , 2002 .

[14]  Farhang Salehi,et al.  The Impact of Website Information Convenience on E-commerce Success of Companies , 2012 .