19th International Conference on Computer and Information Technology, December 18-20, 2016, North South University, Dhaka, Bangladesh
User-modeling and Recommendation Based on
Mouse-tracking for E-commerce Websites
Md. Tanjim -Al- Akib
Department of Computer Science & Engineering
Ahsanullah University of Science and Technology
Dhaka, Bangladesh
akibtanjim@gmail.com
Lutfullahil Kabir Ashik
Department of Computer Science & Engineering
Ahsanullah University of Science and Technology
Dhaka, Bangladesh
lutfullahilkabir@gmail.com
Abstract— Emerging trend of recent online marketing has lead
researchers to discover a way for the e-commerce websites to
support its large number of users in the best possible manner.
Meeting up with user’s satisfaction is a difficult task. This paper
focuses on how user-modeling and recommendation by mouse-
tracking can be used for construction of an intelligent e-
commerce website that can identify and fulfill all the needs of
users.
Keywords—SERP, User-modeling, HCI, Mouse-tracking, User
interest, Modeling-algorithm (MA), Recommendation-algorithm
(RA).
I. INTRODUCTION
With the growth of the internet, the number of internet
users is increasing day by day. In 1995 the user comprised 1%
of the total population of the world but now it has gone up to
40% of the whole and it’s continuously rising.
Fig. 1. Number of people using internet
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Hosne-Al-Walid
Department of Computer Science & Engineering
Ahsanullah University of Science and Technology
Dhaka, Bangladesh
shaiket.walid@yahoo.com
Krishanu Chowdhury
Department of Computer Science & Engineering
Ahsanullah University of Science and Technology
Dhaka, Bangladesh
krishanuchowdhury81@gmail.com
The reason why the internet has gained so popularity is the
large number of contents it serves for its users. Internet has
become a source of online business (e-commerce) as it can be
used as a tool for both business and information sharing.
Recently e-commerce has become the most popular way for
earning large revenues which has led to rapid growth in related
technologies. In 2014 the British, French and German e-
commerce sales reached €127.2 billion, €56.8 billion and €71.2
billion respectively which indicates that there has been overall
14.7%, 19.6% and 19% e-commerce growth correspondingly
in 2014. Sales in Asia through e-commerce has grown up to
$835 billion in 2015. E-commerce website has huge contents
within it. With large number of contents it is often difficult to
satisfy the users. In order to evaluate and improve a website,
usability issue has become an important field of study. Most of
the time users have to go through a large number of products to
find their desired product. This causes usability problems.
Website usability depends on how it responds to its variety of
users. In order to achieve usability, websites must have a good
modeling system and recommendation system like Facebook or
YouTube which provides contents according to the user
activity on their sites. To fulfill the user’s expectations and
needs the e-commerce website has to be user centered. To
make things happening there is a need of user’s feedback but it
is difficult to take user’s feedback manually. The paper [3]
describes how the user’s experience can be improved. Our
paper emphasizes on improving the user’s experience by taking
data implicitly, making the system intelligent and providing
recommendations according to user’s interests.
II. RELATED WORK
Many of the largest e-commerce websites have already
been using recommender systems such as amazon.com,
CDNOW, eBay, Levis, moviefinder.com, reel.com,
drugstore.com etc. [37,38]. While using any system, users
interact with the system and their activity records can be used
as a tool for cache prefetching or recommendation model [4].
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 19th International Conference on Computer and Information Technology, December 18-20, 2016, North South University, Dhaka, Bangladesh
In the world of business, an informative UI (user interface)
can remove the frustration of customers and increase sales.
Prediction of sales plays a crucial role in economic
forecasting, resource prediction, enterprise planning and
correct decision making etc. for companies. Previous studies
show what should be an appropriate approach for forecasting
sales of e-commerce websites more accurately [7] and with
higher effectiveness. Product recommendation of e-commerce
websites can be made using hybrid recommender system [5].
For providing recommendation, user’s interests and
preferences need to be known. User’s preferences and
expectations can be collected automatically without bothering
the user [1]. Earlier studies show that user’s interest can be
predicted with the help of eye tracking [2]. Another alternative
approach to know about the user’s perceptions can be mouse
activity and path of cursor movement. Mouse activity can be
used for web designing to make user interface more precise
for user usage and user modeling [6].
Our paper consists of user modeling, mouse tracking and
recommendation system. All these are individual fields of
research. This paper is a small approach for bringing up user
modeling, mouse-tracking and recommendation all together for
e-commerce websites.
III. PROPOSED APPROACH FOR E-COMMERCE WEBSITES
As e-commerce websites are the only place where a user
can find his/her necessities, millions of users spend hour after
hour every day in e-commerce sites searching for their desired
products. So it has become mandatory for e-commerce
websites to support its users in the best way possible. We have
proposed a simple approach to learn about user’s interests,
model them and give recommendations.
User interest varies with age and culture. User’s click
information indicates user’s interests and help e-commerce
sites in decision making. Using user reading and organizing of
documents interest model can be built [8]. User’s interests can
be known explicitly or implicitly. Explicit learning includes
feedback from users (tell the system how effective their system
is) or the rating system. Users may not give any rating when
they come to know that there is no benefit for them doing so
[9]. Implicit learning process involves users in a manner that
they remain completely unaware of the fact that they are giving
data. User’s mouse scroll movement and time spent on contents
can be indicator of user’s interests [10-11]. Knowing what is
interesting to the user is necessary for user-modeling.
The best possible way to know about user’s interests is eye-
tracking. Earlier research [14] shows that eye-tracking can
help developers to build interactive interfaces. For last 100
years movement of human eye has been studied for HCI [13].
Inspection of eye movement is very crucial for visual search
process. It helps anyone to understand how an individual
accesses or interacts with visual information of e-commerce
websites. There lies some problems in eye-tracking. They are:
• Most eye-trackers are costly.
• For getting correct data these devices need proper
alignment with user’s eyes. As user’s eye position
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cannot be fixed to a place as body moves, so the task
becomes more difficult.
• If one or both eyes do not move smoothly, accurately
and quickly across a line or from one object to another it
creates problem. This problem includes the inability
to fixate (lock one's eyes) onto a single target (like a
word on a printed page).
• If a person’s word to word eye movement is not
tracked precisely, then it creates major problems like
reading, writing or copying.
Alternative way to learn about user’s interests is mouse-
tracking. In previous studies as [15] represented a log-based
mouse movement model that estimates visual attention on
Search Engine Result Pages (SERP). This includes snippets,
aggregated results and advertisements. Clicking, reading,
hesitating, scrolling etc. mouse movements can be used for
identification of user interest [16-17]. Mouse tracking helps
developers to improve their user interface. It is essential to
learn whether existing interface provides support to different
kinds of users [18]. Most websites are designed according to
their needs rather than how users access the sites.
Involvement of the users in design and evaluation of web-
based system can improve effectiveness, efficiency and
usability of the website [19]. Besides, users don't have any
idea about what they are looking for is present in the website
or not. User mainly interacts with website interface with the
mouse and the keyboard. The mouse and click through data
can undoubtedly be the best way that can reflect user’s
behavior [6,20,21]. Previous research shows that mouse
hovering and scrolling technique plays a vital role in tracking
user’s interests [22,23]. Mouse movement plays an important
role in biometric identification [24]. Biometric system
includes identification procedure and verification procedure
which can be very useful for any e-commerce website from
being hacked or for the safety of their users.
User model represents collection of data associated with
specified users. Collection of data may include personal
information such as user’s name and age, their interests, their
skills and knowledge, their goals and plans, their preferences
and their dislikes or data about their behavior and their
interactions with the system. There have been previous studies
on services of user-modeling in adaptive systems [25]. User-
modeling can be used as tool for e-commerce website
recommendation system [26]. It has put an impact for making
any system more usable [27]. There has been research for
developing intelligent agents that can learn interests from
users to model them (“user profile”) and find information in
the internet based on such profiles [28,29]. While building up
an automated personalization with the help of a user model
several problems and difficulties arise. People differ from each
other in preferences, personalities, demographics, genders etc.
It has been observed that women take less time and click path
than men in online product configuration tasks [30]. The
personalization process of web shops will be different from a
book store or an educational application. BDI‐based intelligent
agent is a framework that would help researchers, designers
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and developers to get a better grip on their user modeling user’s interests. Most of the time users will click onto
problem [31]. those items they are interested in. Types of clicks can be
detail/read-more button click, like, ratings, compare
button click, search button click etc.
2. They used database to store user information where
there would be no difference between a registered and
unregistered user.
3. Another problem is same user interest data can be
stored into database which can create data redundancy
problem.
For solving problem 1, we propose to take both click and
mouse movement into account for better understanding of
user’s interests.
For solving problem 2, we propose to classify users into
two categories as registered and unregistered users as most of
the e-commerce websites have registration process for users.
For solving problem 3, we propose to store registered user
interest data (mouse movement and click data) into database
and unregistered user interest data into the browser.
Fig. 2. Process of user-modeling For simplicity of the study we will be working with
registered user’s mouse movement data and detail, compare
Recommendation systems use details of the registered and search button click data only. Our system will observe
user's profile, their views, opinions, liking, disliking, habits registered user’s behavior (mouse movement and click), store
etc. to find out the best match that has near about same them and provide recommendation.
features. Tremendous growth of contents in e-commerce for
last few years has created overload problems for both B. Proposed Algorithm
information and its usage. It has become very difficult to find To know about user’s interests and model them for future
the right information at the time of need [32,33]. recommendation we will be using our proposed Modeling
Recommendation system has come with the solution and can Algorithm (MA).
identify contents of interest from large number of choices
[33,34]. Now a days it has become a burning question that
what would be the next request from its users while interacting
specially in e-commerce websites. It is a difficult task for any
recommendation system to model user’s interests to cope up
with individual users needs [35]. Contextual information such
as social, historic, task, collection and user interaction can be
the solution to this problem [36].
A. Comparative Analysis
Previous studies show how eye-tracking and mouse-
tracking are related to each other [39-41]. This paper is
beyond creating controversy about mouse and eye relation.
Our paper only focuses on mouse tracking for knowing user’s
interests. There is a famous research named as Cheese [6]
which proposed a straightforward way to record all mouse
movements on a page as an additional layer of information for
interpreting user’s interests. They also conducted a user study
to analyze and investigate mouse behavior trends and found
out that there are certain mouse behaviors, common across
many users which can be useful for user modeling. Another
research [12] implemented the idea of Cheese and tested on an
online shop which gave them 84.09% accuracy. We extended
their idea to the next level by our research. We propose two
algorithms which can be used in e-commerce websites for
user-modeling and recommendation. Problems that can occur
for [12] are:
1. They only considered mouse movement but not click.
Though click by a user can be an important indicator of Fig. 3. Modeling algorithm

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 19th International Conference on Computer and Information Technology, December 18-20, 2016, North South University, Dhaka, Bangladesh
For providing recommendations to the users we will be
using our proposed Recommendation Algorithm (RA) for
registered users only.
Fig. 4. Recommendation algorithm
IV. IMPLEMENTATION
Implementation process is divided into following steps:
A. Initial Website
For the data collection and giving recommendation we built
a responsive e-commerce website where user can interact with
the system.
B. Data Collelction
While registered user is logged into our system we used
mouse-tracking and collected data using MA.
Fig. 5. Way of data collection.
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For data collection:
• We asked the users to visit our website and create an
account.
• Then we asked them to log into their profiles.
• Then we told them to browse our website.
• The system automatically observed user activity.
The whole procedure of data collection is divided into two
sections as follows:
1) Content Click Data-collection: It is obvious that if a
user is interested in a product he/she will definitely look for
the description of that product. In this case, user has to visit
the product description page by clicking on the detail button.
Suppose you have interest in apple items and you don't find
any apple items in the homepage of the website. What would
you do? You will definitely search for the apple product. In
many cases like while buying a mobile phone people want to
compare products of different brands. All these button clicks
indicate user’s interests and should be taken into consideration
while modeling that specific user. The figures below show
how we stored data for detail button click. All other button
clicked data are stored in same manner.
Fig. 6. Process of collecting click_count data
2) Mouse-movement Data-collection: Another way of data
collecting should be mouse movement of user. If user’s mouse
enters the same content over and over again then he/she is
interested in that product. Mouse movement plays an
important role in knowing user interest. So we will also be
collecting mouse movement data for user modeling. The
figure below shows how we stored these data.
Fig. 7. Process of collecting mousemove_count data
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C. Recommendation: recommendation (recommended correctly for 35 participants

For recommendation, our system, in this case the website, among 40).
will use Recommendation Algorithm (RA). Its
recommendation procedure is given below.
1. First our system will try to find out whether there are
any matched(intersection) product/products in mouse
movement data and clicked data. If it finds only one product
then it will grab that id. Based on this id, system will provide
user the similar 5 products of that category as
recommendation. If it finds two products, then using the same
technique the system will show 5 products(3 products from the
most count valued product category and 2 products from 2nd
most count valued product category) as recommendation. If it
finds three or more products, then using the same technique
the system will show 5 products(2 products from the most
count valued product category, 2 products from 2nd most count
valued product category and 1 product from 3rd most count Fig. 8. Recommendation accuracy
valued product category) as recommendation.
The system got overall 4.37 rating out of 5.00. For
2. Whenever system doesn't find any matched product demonstration purpose we are showing one of the user’s
in clicked data and mouse movement data than it checks that if implicit data collection and recommendation process.
there exists any product in clicked data (as clicked data
precisely indicates the user interest). Now if it finds one, then
system will provide user with similar 5 products of that
category as recommendation. If it finds two products, then
using the same technique the system will show 5 products(3
products from the most count valued product category and 2
products from 2nd most count valued product category) as
recommendation. If it finds more than two products, then
using the same technique the system will show 5 products(2
products from the most count valued product category, 2
products from 2nd most count valued product category and 1
product from 3rd most count valued product category) as
recommendation.
3. If the system doesn’t find any product in clicked data,
then it looks for products in mouse movement data. If there
exists one, then system will provide user with similar 5
products of that category as recommendation. If it finds two
products, then using the same technique the system will show
Fig. 9. Ratings form all the users I(User 1-20)
5 products(3 products from the most count valued product
category and 2 products from 2nd most count valued product
category) as recommendation. If it finds more than two
products, then using the same technique the system will show
5 products(2 products from the most count valued product
category, 2 products from 2nd most count valued product
category and 1 product from 3rd most count valued product
category) as recommendation.

V. RESULT ANALYSIS
For usability testing of the system and proposed algorithms we
put our demo website in a web-server. 40 participants of
different ages were asked to use our website. Data was
collected implicitly then we asked them explicitly about their
items of interests on our website. We also asked them to rate
the system. The evaluation of the total system came up with a
great result. Our system incredibly got 87.50% accuracy in
identifying the participant’s interests and giving them Fig. 10. Ratings form all the users II(User 21-40)

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 19th International Conference on Computer and Information Technology, December 18-20, 2016, North South University, Dhaka, Bangladesh
Among the 40 participants of the system, we show result
for one specific user in this paper. We asked a user to visit our
website who is a student. The below figure shows how product
categories were modeled based on his activities on our
website. From these data the system predicted the user’s
interests and showed product of same category that has been
modeled in “product you may like box” (user’s exact interests
indicator) and “recommended product box” (mouse
movement based recommendations) as follows.
Fig. 11. Recommended products for a specific user
After using our system, we asked him for his explicit
feedback. He told us that the performance of the
recommendation was satisfactory and helped him to find the
products he had been looking for easily. He rated our system
4.50 out of 5.00.
VI. FUTURE WORK AND CONCLUSION
The main motto of this research was to build an intelligent
system that can improve user experience. The key aspect of
our proposed approach is to unobtrusively observe normal
actions (mouse movement and click) performed by the users
on a page. This observation indicates user’s interests. Data
were collected implicitly from the user’s actions they
performed on our system rather than asking them explicitly.
The approach also provided great accuracy in measuring
user’s interests, modeling the users and give appropriate
recommendations to the users. We have tested our algorithms
for registered users only. In future we would like to work with
unregistered users as well and practically implement the whole
concept in a running e-commerce system. We hope that our
research will help e-commerce applications to be more
intelligent and user friendly.
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