Issuu on Google+

?

?

SHUTTERSTOCK Increasing Search Success: Relevance & Minding the Gap

?

? All Rights Reserved by Shutterstock Images


Q.

How is our customers search success?

Defined search success Looked at data

A.

Search success = X%: Lets increase it!

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

All Rights Reserved by Shutterstock Images


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

}

We Can Show 150 on Page 1 That’s .008% Of A Chance! All Rights Reserved by Shutterstock Images


All Shutterstock Images (14MM)

• • • •

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?”

All Rights Reserved by Shutterstock Images


Focused on the search life cycle

Auto-Complete Spellcheck

Search

Facets Visual Facets

Advanced Search

All Rights Reserved by Shutterstock Images


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”

All Rights Reserved by Shutterstock Images


“Baby with backwards hat & big shoes”

?

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

All Rights Reserved by Shutterstock Images


2.

Feedback from ALPHA & adjusted for BETA

All Rights Reserved by Shutterstock Images


3.

Adjusted BETA from feedback, more info

All Rights Reserved by Shutterstock Images


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

All Rights Reserved by Shutterstock Images


“Dog”

All Rights Reserved by Shutterstock Images


A.

Get the right content & adjust algorithms to introduce new content

All Rights Reserved by Shutterstock Images


Getting the right content in Circle back with customers Are we filling the gaps?

?

All Rights Reserved by Shutterstock Images


Q.

So what?? Contributors feel a connection to customers Contributors are making more money Increased number & position of relevant content in search results

All Rights Reserved by Shutterstock Images


Q.

So what?? Content is more effective Search success is up We have strengthened our marketplace

All Rights Reserved by Shutterstock Images


ShutterStock's Ignite presentation