Preparing for Peak in Ecommerce | eTail Asia 2020
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This document provides a framework for prioritizing onsite search problems and key performance indicators (KPIs) to measure for e-commerce search optimization. It recommends prioritizing fixing searches that yield no results, improving relevance of results, and reducing false positives. The most essential KPIs to measure include query latency, throughput, result relevance through click-through rates and NDCG scores. The document also provides tips for self-benchmarking search performance and examples of search performance benchmarks across nine e-commerce sites from various industries.
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Preparing for Peak in Ecommerce | eTail Asia 2020
- 1. 1 What gets measured… P R E PA R I N G F O R P E A K I N E C O M M E R C E Peter Curran General Manager, Digital Commerce, Lucidworks peter.curran@lucidworks.com (415) 378-9663 Updated: August 2020 P E T E R D R U C K E R
- 2. 2 Agenda Priorities You can’t do everything at once. A framework for thinking about what to focus on first. KPIs The ideal complement of key performance indicators and when/why to measure them. Benchmarks Common, widely available analytics platform KPIs compared across several companies. Q&A Jump in whenever you want.
- 3. 3 Search Prioritization Framework How to think about onsite search problems.
- 4. 4 How to find the biggest problems (Admittedly overly simplistic but) helpful framework relevant not relevant In search, we can think of the index as divided into relevant results and irrelevant results too. However, it’s a little more complicated because the user can query for anything. E.g. coffe, low acid coffee, kcups, etc.
- 5. 5 How to find the biggest problems (Admittedly overly simplistic but) helpful framework relevant not relevant True Positives False Positives False Negatives True Negatives
- 6. 6 How to find the biggest problems (Admittedly overly simplistic but) helpful framework relevant not relevant True Positive: good! False Positives: bad False Negatives: terrible True Negatives: good! good bad
- 7. 7 How to prioritize search problems How do we order our work on these problems? relevant not relevant First: fix searches that incorrectly yield nothing Second: get relevant products in even if you over recall Third: order/rank relevant products first Fourth: Fix UI / UX issues Fifth: get more precise by eliminating false positives Sixth: put products you prefer to sell at the top Seventh: move from lexical to semantic understanding
- 8. 8 Head Queries Tail Queries Balancing severity and frequency Typical distribution of terms in a wide assortment 1. Break your traffic into tiers and give each tier a score E.g. Head = 10, torso = 5, and tail = 1 E.g. Deciles by query volume scoring 1-10 2. Score severity 1-3, for example … Nulls & under-recall = 3 Over-recall and sloppy ranking = 2 Sub-optimal business ranking = 1
- 9. 9 KPIs The things to measure in onsite search
- 10. 10 Tagging Garbage in: garbage out Analytics are implemented not instantiated They are not all the same. What is a conversion for you? Most calculated metrics make assumptions Automated unit tests = essential Closed-loop features use either: Clickstream feeds Custom signal JS … but not “reports” in most cases Mobile / App / Tablet / Desktop
- 11. 11 Categories & KPIs Non-Functional KPIs Query Latency at 90th Percentile Maximum Throughput Build Quality KPIs NDCG Regression Post-Build Latency & Throughput Regression Search Interface Quality KPIs Search Mix Concierge Feature Engagement Relevancy Quality KPIs NDCG Dashboard Positional Clickthru Dashboard
- 12. 12 Categories & Most Essential KPIs Non-Functional KPIs Query Latency at 90th Percentile: The time the engine took, in ms, to return 90% of all queries according to logs. Maximum Throughput: The number of queries the engine responded to, per second, at its peak, according to logs. Non-Functional KPIs Query Latency at 90th Percentile Maximum Throughput Build Quality KPIs NDCG Regression Post-Build Latency & Throughput Regression Search Interface Quality KPIs Search Mix Concierge Feature Engagement Relevancy Quality KPIs NDCG Dashboard Positional Clickthru Dashboard
- 13. 13 Categories & Most Essential KPIs Build Quality KPIs: Because regressions are very easy in search. NDCG Regression: Compares judgment lists that are highly likely to be objectively true with search results in an automated unit test. Some NDCG score (established benchmark figure from 0-100) is required for the build to pass. Post-Build Latency and Throughput Regression: Compares a benchmark latency figure (in ms) and throughput figure (in qps) from a past major release to an automated test’s measurement of latency and throughput. Some use average latency, we recommend 90th percentile. Use an actual production log file from a peak day and spoof it up for your throughput test. Your goal should be stability at 2x-4x observed peaks. Non-Functional KPIs Query Latency at 90th Percentile Maximum Throughput Build Quality KPIs NDCG Regression Post-Build Latency & Throughput Regression Search Interface Quality KPIs Search Mix Concierge Feature Engagement Relevancy Quality KPIs NDCG Dashboard Positional Clickthru Dashboard
- 14. 14 Search Mix: Shows the % of site visitors or sessions that use search features as opposed to browse only. You might break this up into different kinds of search engagement – e.g. type ahead vs. search vs. advanced search vs. browse. You can also express this as average search actions per session. Concierge Feature Engagement: Shows which concierge features, and how much use of them, is required for successful and unsuccessful search outcomes. Concierge features are things like sort, guided navigation, type ahead, query to query recommendations, etc. Non-Functional KPIs Query Latency at 90th Percentile Maximum Throughput Build Quality KPIs NDCG Regression Post-Build Latency & Throughput Regression Search Interface Quality KPIs Search Mix Concierge Feature Engagement Relevancy Quality KPIs NDCG Dashboard Positional Clickthru Dashboard Categories & Most Essential KPIs Search Interface Quality KPIs
- 15. 15 Categories & Most Essential KPIs Relevancy Quality KPIs: Your main focus. NDCG Dashboard: Shows NDCG figure for search as a whole, for key queries, for query groups, key interfaces, or other units. NDCG necessarily requires the maintenance of judgment lists which may be onerous and expensive. Positional Clickthru, MRR: Typically shows the clickthrough rate for the first n positions or position groups/rows/pages. Like NDCG, this metric can be broken down by query, interface, etc. May also be aggregated up into a global average position clickthru. This is a useful metric if NDCG judgment lists are not available. Non-Functional KPIs Query Latency at 90th Percentile Maximum Throughput Build Quality KPIs NDCG Regression Post-Build Latency & Throughput Regression Search Interface Quality KPIs Search Mix Concierge Feature Engagement Relevancy Quality KPIs NDCG Dashboard Positional Clickthru Dashboard
- 16. 16 Some reports Things we’ve seen and recommended, generally Essential Useful Analytical Zero Results % and Terms Search exit Top Keywords Term frequency, clickthru, and conversion Financial outcomes by path Zero Results Latency and Throughput Concierge feature engagement (broken out) High Bounce Rate Queries Search conversion to cart, download, contact, sale, etc. Exit related to any automated re-writes or intent classifiers Top Retried Queries Search mix Report on “silent” interventions – spell correction, rewriting / entity extraction Top Query Locations Geographical, time of day, device, etc, breakouts Corrected Queries Average searches per session Top Facets and Top Facet Value Selections Top Sort Contexts
- 17. 17 Benchmarks Comparisons across a few commerce sites
- 18. 18 1. Connect with us. We have stats for every industry and can tell you where you stand. info- apac@lucidworks.com 2. Know your tagging. It’s common that your search metrics will be polluted by browse activity. Take this use case, suppose someone enters your site, searches for something, ignores the results, clicks on your navigation and buys something. Will search get credit for the conversion? Should it? 3. Self-benchmark. Compare your search to non-search performance. Your search conversion rate should be a multiple of your browse conversion rate. If the multiple is lower than 2x, irrespective of industry, then there is a problem. 3x, 4x, 5x are common multiples, even 9x. 4. Separate special use cases. Normal search, where people enter a keyword and click a button is different than a menu item that executes a search as part of, say, a sale banner or link. Promotional searches like this will naturally have much higher conversion rates and will Tips for benchmarking
- 19. 19 1 year across 9 sites Selected industries Connect with us and we can share more!
- 20. 20 How Do Committees Invent, 1967 Conway’s Law Any organization that designs a system will produce a design whose structure is a copy of the organization’s communication structure
Editor's Notes
- MENTIMETER 5: Our biggest search problem is