A Hybrid Framework for Conversion-Optimized Query Suggestion in e-Commerce Search

Melis Umut Öztürk, Mustafa Keskin, Selçuk Açıkalın, Halil İbrahim Ergül

2025

Abstract

Efficient query suggestion is a key component of modern e-commerce search systems, as it helps customers refine vague or underspecified queries and discover relevant products more effectively. In this work, we present a two-stage retrieval-and-ranking framework for generating related search terms at scale. Our method combines semantic retrieval based on a Turkish BERT encoder with catalog-aware candidate generation constrained by product taxonomy and business rules. Candidate sets are merged, filtered, and ranked using a hybrid scoring function that balances query frequency and conversion rate (CR), while ensuring policy compliance such as brand-safety constraints. We evaluate the system using both offline and online experiments. Offline coverage analysis demonstrates the strength of category-based candidates, while business-critical metrics such as click-through rate (CTR), and CR consistently favor the hybrid scoring method. Large-scale A/B testing further confirms statistically significant improvements in conversion-related KPIs, validating the real-world impact of our approach. The framework has been deployed in a production e-commerce environment, where it enhances search experience, drives engagement, and improves commercial outcomes.

Paper Citation

in Harvard Style

Umut Öztürk M., Keskin M., Açıkalın S. and Ergül H. (2025). A Hybrid Framework for Conversion-Optimized Query Suggestion in e-Commerce Search. In Proceedings of the 2nd International Conference on Advances in Electrical, Electronics, Energy, and Computer Sciences - Volume 1: ICEEECS; ISBN 978-989-758-783-2, SciTePress, pages 31-37. DOI: 10.5220/0014287300004848

in Bibtex Style

@conference{iceeecs25,
author={Melis Umut Öztürk and Mustafa Keskin and Selçuk Açıkalın and Halil İbrahim Ergül},
title={A Hybrid Framework for Conversion-Optimized Query Suggestion in e-Commerce Search},
booktitle={Proceedings of the 2nd International Conference on Advances in Electrical, Electronics, Energy, and Computer Sciences - Volume 1: ICEEECS},
year={2025},
pages={31-37},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014287300004848},
isbn={978-989-758-783-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Advances in Electrical, Electronics, Energy, and Computer Sciences - Volume 1: ICEEECS
TI - A Hybrid Framework for Conversion-Optimized Query Suggestion in e-Commerce Search
SN - 978-989-758-783-2
AU - Umut Öztürk M.
AU - Keskin M.
AU - Açıkalın S.
AU - Ergül H.
PY - 2025
SP - 31
EP - 37
DO - 10.5220/0014287300004848
PB - SciTePress