Click Prediction For Product Search On C2c Web Sites

Millions of dollars turnover is generated every day on popular ecommerce web sites. In China, more than 30 billion dollars transactions were generated from online C2C market in 2009. With the booming of this market, predicting click probability for search results is crucial for user experience, as well as conversion probability. The objective of this paper is to propose a click prediction framework for product search on C2C web sites. Click prediction is deeply researched for sponsored search, however, few studies were reported referred to the domain of online product search. We validate the performance of state-of-the-art techniques used in sponsored search for predicting click probability on C2C web sites. Besides, significant features are developed based on the characteristics of product search and a combined model is trained. Plenty of experiments are performed and the results demonstrate that the combined model improves both precision and recall significantly.