A computer program product comprising a non-transitory computer readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to perform steps comprising:
- receiving, via a network and from a device associated with a user of an online system, a request from the user entered via a user interface of the device for a page of user interface elements to be displayed at the user interface;
- responsive to the received request, retrieving, from a database of the online system, a set of user interface elements to be displayed at the user interface;
- receiving, via the network and from the device associated with the user, contextual data for the user including information about an intent of the user when initiating the request for the page of user interface elements;
- accessing an engagement prediction model, wherein the engagement prediction model is a machine-learning model trained to predict, for each incentive amount of a plurality of incentive amounts, a likelihood of engagement by the user with each user interface element in the set of user interface elements when each incentive amount is offered to the user for engagement with each user interface element;
- applying the engagement prediction model to each incentive amount, user data associated with the user, and the contextual data to generate the likelihood of engagement by the user with each user interface element for each incentive amount;
- identifying, based on the likelihood of engagement by the user with each user interface element for each incentive amount, an incentive amount of the plurality of incentive amounts for each user interface element;
- generating, based on the identified incentive amount, a metric for each user interface element, wherein the metric is indicative of the likelihood of engagement by the user with each user interface element for the identified incentive amount;
- ranking, based on the metric for each user interface element and the predicted likelihood of engagement for the identified incentive amount, the set of user interface elements to identify a rank of each user interface element in the set of user interface elements;
- generating, based on the ranking, the user interface that includes the set of user interface elements arranged according to the metric for each user interface element;
- and
- causing the device associated with the user to display the user interface with the set of user interface elements according to the identified rank of each user interface element, each user interface element displayed at the user interface along with the identified incentive amount, wherein displaying the set of user interface elements comprises:
- displaying, at a top of the user interface, a first user interface element from the set of user interface elements that has a highest rank among the set of user interface elements,
- displaying, at the user interface immediately below the first user interface element, a second user interface element from the set of user interface elements that has a second highest rank among the set of user interface elements, and
- displaying, at a bottom of the user interface, a third user interface element from the set of user interface elements that has a lowest rank among the set of user interface elements.