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Shutterstock's presentation on search optimization at the Product Development Insights' conference on April 1, 2011 in the Meatpacking District in New York,
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SHUTTERSTOCKIncreasing Search Success: Relevance & Minding the Gap
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How is our customers search success?
Defined search success
Q.
Looked at data
Search success = X%: Lets increase it!A.All Rights Reserved by Shutterstock Images
Q.Why are we at X%?
We went deeper into the data
We spoke to every customer we could
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Either our search data or search experienceisn’t good, or we don’t have the image
50% of search are 1 word searches
Customers have an image in their head
A.All Rights Reserved by Shutterstock Images
14 Million Images
2.1 Million Results
We Can Show 150 on Page 1
That’s .008% Of A Chance!
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Woman
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• Statisticians • Key Words• Key Word Clusters• # & Frequency Of Downloads Query
All Shutterstock Images (14MM)
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
Advanced SearchFacetsVisual Facets
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Auto-CompleteSpellcheck
Search
We can only optimize to a certain degree
There will always be gaps in content
Now
Optimized
Goal
GAP
* Josh Porter : http://bokardo.com/talks/metrics-driven-design/
*
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It’s Not As Simple As “Lack of Search Success”
How do we get to the next level?Q.Fill the content gapA.How do we fill the content gap?Q.
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“Baby with backwards hat & big shoes”
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“Group of friends”
Don’t have it
Too “stocky”
“Family picnic” Missing dad
“Woman with cell phone”
Lighting is off
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Built Content Gap Tool: ALPHA1.
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Feedback from ALPHA & adjusted for BETA2.
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Adjusted BETA from feedback, more info3.
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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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