Application of recommendation blocks for conversion management of the internet store

Abstract

Wide use of internet technologies during the purchases increases the number of visitors of internet stores. A desire to promote a profit from sales in a network can be presented as maximization of number of visitors and increase of efficiency, which means the increase of sales level (conversions). The urgency of this work is in the demand of scientifically grounded methods for obtaining leading positions at the market with the constant growth of the number of online stores and increased competition.

Providing advice on related products and components on the card of ordered goods, online store increases the comfort of using the site, helps users make the next purchase, offers an alternative choice and simplifies the work [1, 2]. Almost all goods are related and have accessories, or alternatives and novelties. You can be informed about it by using recommendation blocks.

The paper considers the effectiveness of using the most common recommendation blocks: «Similar goods», «Popular goods», «Sales Hits», «Related goods», «New products», «Promotional goods».

As an assessment of the efficiency of conversion management system modernization, the ratio of the resulting additional profit to the cost of site improvement (placement of the recommendation blocks and the creation of internal relationship between the goods) is given.