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SHUTTERSTOCK Increasing Search Success: Relevance & Minding the Gap
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Q.
How is our customers search success?
Defined search success Looked at data
A.
Search success = X%: Lets increase it!
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Q.
Why are we at X%?
We went deeper into the data
We spoke to every customer we could
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50% of search are 1 word searches
Customers have an image in their head
A.
Either our search data or search experience isn’t good, or we don’t have the image All Rights Reserved by Shutterstock Images
Woman 14 Million Images 2.1 Million Results
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We Can Show 150 on Page 1 That’s .008% Of A Chance! All Rights Reserved by Shutterstock Images
All Shutterstock Images (14MM)
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Statisticians Key Words Key Word Clusters # & Frequency Of Downloads Query
Results Page (150) All Rights Reserved by Shutterstock Images
Data crunch Ask “did you find what you were looking for?”
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Focused on the search life cycle
Auto-Complete Spellcheck
Search
Facets Visual Facets
Advanced Search
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We can only optimize to a certain degree There will always be gaps in content *
Goal GAP Optimized Now
* Josh Porter: http://bokardo.com/talks/metrics-driven-design/ All Rights Reserved by Shutterstock Images
Q. A. Q.
How do we get to the next level?
Fill the content gap
How do we fill the content gap? It’s Not As Simple As “Lack of Search Success”
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“Baby with backwards hat & big shoes”
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Don’t have it
“Group of friends”
Too “stocky”
“Family picnic”
Missing dad
“Woman with cell phone”
Lighting is off All Rights Reserved by Shutterstock Images
1.
Built Content Gap Tool: ALPHA
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2.
Feedback from ALPHA & adjusted for BETA
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3.
Adjusted BETA from feedback, more info
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Q.
How to we communicate the gap to the right contributors We look at their quality We look at their quality in a specific area - what the excel at
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“Dog”
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A.
Get the right content & adjust algorithms to introduce new content
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Getting the right content in Circle back with customers Are we filling the gaps?
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Q.
So what?? Contributors feel a connection to customers Contributors are making more money Increased number & position of relevant content in search results
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Q.
So what?? Content is more effective Search success is up We have strengthened our marketplace
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