Browse Prior Art Database

A Method and System to Shorten User Click Path On E-Commerce Website

IP.com Disclosure Number: IPCOM000198078D
Publication Date: 2010-Jul-26
Document File: 5 page(s) / 364K

Publishing Venue

The IP.com Prior Art Database

Abstract

Electronic commerce (e-commerce) consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinarily since the spread of the Internet. Millions of products are for sale in some e-commence web site such as amazon.com. Some customers prefer to browse in finding the products they need. Problems in browsing are: How to facilitate users when they want to find a product? More specially, how to minimize the length of click path? This problem is especially critical in mobile e-commence terminal. There are two existing methods in browsing a product: category based browsing or traditional faceted navigation. There are several disadvantages: Poor-organized hierarchy structure User preference are not considered Long click path which yields more time used to find a product and poor customer experience. For example: Search based finding can be used to find a product directly, but: It needs text input which is usually more complex and especially difficult in mobile terminals. It is difficult for some users because there aren’t any hints which can guide them.

This text was extracted from a PDF file.
At least one non-text object (such as an image or picture) has been suppressed.
This is the abbreviated version, containing approximately 53% of the total text.

Page 1 of 5

A Method and System to Shorten User Click Path On E-Commerce Website

Electronic commerce (e-commerce) consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinarily since the spread of the Internet.

1

[This page contains 1 picture or other non-text object]

Page 2 of 5

Millions of products are for sale in some e-commence web site such as amazon.com. Some customers prefer to browse in finding the products they need. Problems in browsing are:

How to facilitate users when they want to find a product?

  More specially, how to minimize the length of click path? This problem is especially critical in mobile e-commence terminal.

2

Page 3 of 5

There are two existing methods in browsing a product: category based browsing or traditional

faceted navigation. There are several disadvantages:

Poor-organized hierarchy structure

User preference are not considered

Long click path which yields more time used to find a product and poor customer

experience.

For example:

Shampoo and conditioner

99% 1%

Rejoice

GEST (a local brand)

Shampoo

Conditioner

Shampoo

Conditioner

Products

Products

Products

Products

3

[This page contains 2 pictures or other non-text objects]

Page 4 of 5

Search based finding can be used to find a product directly, but:

It needs text input which is usually more complex and especially difficult in mobile

terminals.

It is difficult for some users because there aren't any hints which can guide them.

In our method, there are three steps:

Record buying history of each customer and each product
Analyze buying behavior of each user, that is, his/her preference on products
Select appropriated product criteria after each click of the customer so that the average click path of this customer is minimized.

It can shorten click path for a customer and therefore:

Converting Browsers into Buyers

Improve Customer Experience
Improve Building Loyalty

Each product has several attributes such as:

Product Top Categ...