In various example embodiments, a system and associated method to enhance a user experience in an online environment is provided. In one embodiment, the method includes receiving a request over a network from a user where the request includes keywords to be used in a search for one or more items; the results from the search being displayed in a webpage. A determination is made whether to track metrics related to user activities associated with the results from the search. Based on a determination that the user activities are to be tracked, determining factors based on the tracked metrics related to the user activities, calculating a predictive model using one or more processors based on the determined factors, and displaying an enhanced webpage where components in the enhanced webpage are based on the predictive model.