Multi-criteria website optimisation using NSGA-II Online publication date: Wed, 09-Mar-2016
by T.V. Vijay Kumar; Kumar Dilip
International Journal of Business Information Systems (IJBIS), Vol. 21, No. 4, 2016
Abstract: It has been observed that organisations in order to be competitive are trying to maintain long-term relationships with their online customers. These organisations are mining information in log files or on-line forms with the aim of creating websites that can adapt to changing online buying patterns of customers. In addition to improving the browsing experience of the user, this would also lead to an increase in sales of the product. This problem of arranging web objects in an optimal manner, on a website, with respect to download time, visualisation and potential sales of the product, has been addressed as a tri-objective optimisation problem with the three objectives being minimising the download or waiting time, maximising the product visualisation and maximising the potential sales of the product. The proposed NSGA-II-based multi-criteria website optimisation algorithm is able to generate multiple web object sequences, with each providing optimal trade-offs between the three objectives resulting in the effective and efficient catering of the varied class of users.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook