优化购买转化率比点击率能带来超5倍的销售额提升
Clicks Versus Conversion: Choosing a Recommender's Training Objective in E-Commerce
- 用购买转化率训练推荐系统，而非点击率
- 转化率目标使GMV提升超5倍，且不牺牲新品发现
- 不同目标下特征重要性差异大，适合电商变现场景
在电商业务中，推荐系统通常以提升点击率（CTR）或转化率（如加购率ACR、下单率OSR）为目标。虽然点击数据易获取且通用性强，但转化率更直接关联商家核心目标如商品交易总额（GMV）。本文通过在线A/B测试对比两种目标的效果。结果显示，在我们的店铺中，以OSR为训练目标带来的GMV提升超过以CTR为目标的五倍，同时未影响新产品的曝光与发现。研究还揭示了不同目标下特征重要性的差异。
原文摘要 · Abstract (English)
Ranking product recommendations to optimize for a high click-through rate (CTR) or for high conversion, such as add-to-cart rate (ACR) and Order-Submit-Rate (OSR, view-to-purchase conversion) are standard practices in e-commerce. Optimizing for CTR appears like a straightforward choice: Training data (i.e., click data) are simple to collect and often available in large quantities. Additionally, CTR is used far beyond e-commerce, making it a generalist, easily implemented option. ACR and OSR, on the other hand, are more directly linked to a shop's business goals, such as the Gross Merchandise Value (GMV). In this paper, we compare the effects of using either of these objectives using an online A/B test. Among our key findings, we demonstrate that in our shops, optimizing for OSR produces a GMV uplift more than five times larger than when optimizing for CTR, without sacrificing new product discovery. Our results also provide insights into the different feature importances for each of the objectives.
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