detecting good abandonment in mobile search

Detecting Good Abandonment in Mobile Search

Kyle Williams Julia Kiseleva Aidan C. Crook

Imed Zitouni Ahmed Hassan Awadallah Madian Khabsa

Pennsylvania State UniversityEindhoven University of Technology

Microsoft

WWW’16, Montréal, Québec, Canada

Mobile Search

Mobile Search• More and more popular: 2008 31% 2013 63% • Mobile Search differs from traditional search [Human et. al, 2009]

• On Mobiles users are satisfied by the SERP [Li et. al, 2009]

• Mobiles screen is much smaller

• Mobiles are used on the way

Mobile Search• More and more popular: 2008 31% 2013 63% • Mobile Search differs from traditional search [Human et. al, 2009]

• On Mobiles users are satisfied by the SERP [Li et. al, 2009]

• Mobiles screen is much smaller

• Mobiles are used on the way

Search Engines need to adapt

And to Evaluate!

Knowledge Pane

Image Answer

Knowledge Pane

Image Answer

Image Answer

Organic Results: Snippets

Knowledge Pane

Image Answer

Image Answer

Organic Results: Snippets

Knowledge Pane

Evaluating User Satisfaction

• We need metrics to evaluate user satisfaction

• Good abandonment [Human et. al, 2009]: Mobile: 36% of abandoned queries in were likely good Desktop: 14.3%

• Traditional methods use implicit signals: clicks and dwell time

Evaluating User Satisfaction

• We need metrics to evaluate user satisfaction

• Good abandonment [Human et. al, 2009]: Mobile: 36% of abandoned queries in were likely good Desktop: 14.3%

• Traditional methods use implicit signals: clicks and dwell time

Don’t work

Our Main Research Problem

In the absence of clicks, what is the relationship between a user's gestures and satisfaction and can we use gestures to detect satisfaction and good abandonment?

Research Questions• RQ1: What SERP elements are the sources of good

abandonment in mobile search?

• RQ2: Do a user's gestures provide signals that can be used to detect satisfaction and good abandonment in mobile search?

• RQ3: Which user gestures provide the strongest signals for satisfaction and good abandonment?

Research Questions• RQ1: What SERP elements are the sources of good

abandonment in mobile search?

• RQ2: Do a user's gestures provide signals that can be used to detect satisfaction and good abandonment in mobile search?

• RQ3: Which user gestures provide the strongest signals for satisfaction and good abandonment?

USE

R

STU

DY

Research Questions• RQ1: What SERP elements are the sources of good

abandonment in mobile search?

• RQ2: Do a user's gestures provide signals that can be used to detect satisfaction and good abandonment in mobile search?

• RQ3: Which user gestures provide the strongest signals for satisfaction and good abandonment?

USE

R

STU

DY

CR

OW

DSO

UR

CIN

G

User Study Participants

75%

25%

GENDER

Male Female

55%45%

LANGUAGEEnglish Other

82%

8%2% 8%

Education

Computer ScienceElectrical EngineeringMathematicsOther

• 60 Participants• 25.53 +/- 5.42 years

User Study Design• Video Instructions (same for all participants)• Tasks:

1. A conversion between the imperial and metric systems2. Determining if it was a good time to phone a friend in

another part of the world3. Finding the score from a recent game of the user’s

favorite sports team4. Finding the user's favorite celebrity's hair color5. Finding the CEO of a company that lost most of its

value in the last 10 years

Find out what is the hair color of

your favorite celebrity

Questionnaire• Were you able to complete the task?

o Yes/No

• Where did you find the answer?o Answer Box, Image, SERP, Visited Website

• Which query led you to finding the answer?o First, Second, Third, >= Fourth

• How satisfied are you with your experience in this task?o 5-point Likert scale

• Did you put in a lot of effort to complete the task?o 5-point Likert scale

Questionnaire• Were you able to complete the task?

o Yes/No

• Where did you find the answer?o Answer Box, Image, SERP, Visited Website

• Which query led you to finding the answer?o First, Second, Third, >= Fourth

• How satisfied are you with your experience in this task?o 5-point Likert scale

• Did you put in a lot of effort to complete the task?o 5-point Likert scale

5 Tasks~20 Minutes

User Study Data• Total queries – 607 563• Abandoned queries – 576 461• Potential abandonment tasks – 274

User Study Data• Total queries – 607 563• Abandoned queries – 576 461• Potential abandonment tasks – 274

Binary Labels

Crowdsourcing ProcedureRandom sample of abandoned queries from the search logs of a personal digital assistant during one week in June 2015 (no query suggestion)

Crowdsourcing ProcedureQuery: Peniston

Previous Query: third eroics

Crowdsourcing Data• Total amount of queries – 3,895

• Judgments agreement (3 per one query) – 73%

• After filtering: SAT – 1,565 and DSAT – 1,924

RQ1: Reasons of Good Abandonment

RQ1: Reasons of Good Abandonment

Mean of Satisfaction

Query and Session Features• Session duration• Number of queries in session

Session Features

Query and Session Features• Session duration• Number of queries in session • Index of query within session• Time to next query • Query length (number of words)• Is this query a reformulation• Was this query reformulated

Session Features

Query Features

Query and Session Features• Session duration• Number of queries in session • Index of query within session• Time to next query • Query length (number of words)• Is this query a reformulation• Was this query reformulated• Click count • Number of SAT clicks (> 30 sec) • Number of back-click clicks (< 30 sec)

Session Features

Query Features

Click Features

Baseline 1:Click & Dwell• Session duration• Number of queries in session • Index of query within session• Time to next query • Query length (number of words)• Is this query a reformulation• Was this query reformulated• Click count • Number of SAT clicks (> 30 sec) • Number of back-click clicks (< 30 sec)

Session Features

Query Features

Click Features

Click > 30 sec

No Refomulation

B1: Click, Dwell with no Reform

ulation

Baseline 2: Optimistic • Session duration• Number of queries in session • Index of query within session• Time to next query • Query length (number of words)• Is this query a reformulation• Was this query reformulated• Click count • Number of SAT clicks (> 30 sec) • Number of back-click clicks (< 30 sec)

Session Features

Query Features

Click Features

NOClick

NO Refomulation

B2: Optimistic

Baseline 3: Query-Session Model• Session duration• Number of queries in session • Index of query within session• Time to next query • Query length (number of words)• Is this query a reformulation• Was this query reformulated• Click count • Number of SAT clicks (> 30 sec) • Number of back-click clicks (< 30 sec)

Session Features

Query Features

Click Features

B3: Query-Session Model:

Training Random Forest

Gesture Features (1)• Viewport features swipes-related:

o up swipes and down swipeso changes in swipe direction o swiped distance in pixels and average swiped distanceo swipe distance divided by time spent on the SERP

Gesture Features (1)• Viewport features swipes-related:

o up swipes and down swipeso changes in swipe direction o swiped distance in pixels and average swiped distanceo swipe distance divided by time spent on the SERP

• Time To Focuso Time to focus on Answero Time to Focus on Organic Search Results

3 seconds

6 seconds33% of

ViewPort 66% of

ViewPort

View

Port

H

eigh

t

2 seconds20% of ViewPo

rt

1s 4s 0.4s 5.4s+ + =

GF(2): Attributed Reading Time

400 pixels

300 pixels

AttributedReading Time: 5.4s

Pixel Area: (400 pix x 300

pix)

0.045 ms/pix2=

GF (3): Attributed Reading Time Per Pixel

Models: Detecting Good Abandonment

M1: Gesture Model:Training Random Forest based on gesture features

M2: Gesture Model + Query and Session Features:Training Random Forest based on gesture, query and session features

RQ2: Are gestures useful? (1)

On only abandoned user study data: 148 SAT queries and 313 DSAT queries

RQ2: Are gestures useful? (2)

On crowdsourced data: 1565 SAT queries and 1924 DSAT queries

RQ2: Are gestures useful? (3)

On all user study data: 179 SAT queries and 384 DSAT queries

Gestures Features are useful to detect user satisfaction in general!

Conclusions• RQ1: What SERP elements are the sources of good

abandonment in mobile search?Answer, Images and Snippet

• RQ2: Do a user's gestures provide signals that can be used to detect satisfaction and good abandonment in mobile search?

Yes

• RQ3: Which user gestures provide the strongest signals for satisfaction and good abandonment

Time spent interacting with Answers is positively correlated. Swipe actions and time spent with SERP is negatively correlated

• Answer, Images and Snippet are potentially source of the good abandonment

• User gestures provide useful signals to detect good abandonment

• Time spent interacting with Answers is positively correlated. Swipe actions and time spent with SERP is negatively correlated

Questions?