B2C E-Commerce Website Structure Optimization Based On Return Rate

In e-commerce environment, Web site as a trading platform has a very important role, the quality of e-commerce sites has a direct impact on competitiveness in the network market, a reasonable degree of web site link structure has a very important influence on the quality of e-commerce site. So, The study of e-commerce website link structure evaluation and optimization has very important practical significance.This article first introduces the basic link of e-commerce site and the acquisition method of web site link structure, then from the relationship between rate of web page return and web accessibility as well as the relationship between rate of web page return and web page load time to determine the reasonableness of web site link structure. Last under the premise of the basic e-commerce Web site link structure is not destroyed, with the condition to increase or decrease the number of each page link constraints, with the optimization objective to maximize the Correlation between web accessibility and web pages return, as well as maximizing the Correlation between the average load time of web pages and web pages return, establish the Structure Optimization Model of e-commerce web wite. For optimization model is discrete and non-continuity, the methods of non-linear solver with a certain degree of difficulty, so make use of genetic algorithm to solve the model in this paper. And through simulation experiment of e-commerce site, authenticate the optimization model and solution algorithm is feasibility and effectiveness.In this paper, e-commerce site optimization is proposed based on web return rate, for the management of e-commerce sites provide a way to adjust the web site link structure, for the optimization study of web Link structure make a little contribution.