Enhancing E-Commerce Usability through Process Mining and User Behavior

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Authors

Department of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran

Abstract

E-commerce plays a vital role in today’s economy, and website usability is crucial for attracting customers and achieving higher conversion rates. Process mining offers significant advantages in analyzing user behavior, providing insights into typical user paths and identifying deviations. This study aims to enhance the usability of e-commerce websites by leveraging user behavioral data and process mining tools. User behavioral data from a cosmetics e-commerce website were collected and preprocessed. Various metrics were established to evaluate usability, revealing low task completion rates and high bounce rates. Bottlenecks were identified where users faced delays, indicating areas for improvement. Recommendations included redirecting users who remove items from their cart to the homepage, suggesting similar products, and addressing payment page issues. These suggestions aim to improve user experience and increase conversion rates. Despite limitations, such as the lack of detailed data, this study demonstrates the potential of process mining tools in enhancing website usability

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Advances in Industrial Engineering

Articles in Press, Accepted Manuscript
Available Online from 18 November 2024

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