Taobao Ghost Foot Seven: Interpretation of the day cat personalized Search

@ Day cat Carefree son on Weibo announced that the cat search has added personalized factors, some people rejoice, but also someone at a loss. Here is a brief introduction to the issues of concern:

　　

1, what is personalized search? What is thousand thousand noodles?

The so-called personalization, is relative to the popular speaking. For example: We all do bus travel, the bus is for the public service. But the seats for pregnant women on the bus, the elderly children and the handicapped are all personalized services. Of course, Beijing has the big guy meeting or travel, carries on the traffic control, also belongs to the personalized service one kind. Personalized search is also the same truth. Different people enjoy different search results, and the result is closer to searching for their own needs, is personalized search. thousand people thousand noodles, is a pronoun of individuation.

2, personalized search can do to what extent?

Do personalized search, according to the coarse granularity, can go to the crowd, fine grained, can be specific to the individual. Gaofu and * Silk demand is not the same, the same search for a T-shirt, to Gaofu recommend a 9-dollar package of T-shirts, for Gaofu, this is an insult to his identity, to Bai Fumi recommend the season discount dress, is also a waste of traffic. If you target different groups, the results of the search will vary, resulting in personalization. A more direct example: All are search "jeans", women's results should be given to women jeans, men should be the result of male jeans. The dividing dimension is many, from age, sex, purchasing power, region, brand preference and so on, can divide. Taobao search now has a hint on the purchase and collection of shops within the search, it is specific to the individual. Search customization, but also specific to the individual in the presentation of the form of personalization

3, personalized so pull the wind, Baidu Google did not do, Taobao can do?

This is a good question, search engine development more than 10 years, Google, Baidu and so have done many years of attempts, but personalization has not been a problem. Taobao do personalized search, there will be some different. Web search, personalized needs, but not too much, mostly only with geographical relevance, more importantly, web search engine difficult to accurately obtain user information. Taobao on the user's purchase behavior, browsing behavior, registration information is very rich, at the same time, the personalized demand for shopping, far more personalized than web search needs to be much larger. The success of a product is not in fact the technical strength, but the user's demand is true, whether large enough. In a sense, if Taobao's personalized search does not get up, other search engines will be more difficult to do.

4, don't pull these useless, talk about personalized search on the impact of business!

First, the impact of the last two or three months is small. On the one hand, the current for testing the flow is very small, within 5%. Second, the impact will be more positive and will allow more relevant traffic to enter your store. For example: Women search jeans, the default does not appear men's jeans. There will be more products for ladies jeans to show. Again, it will make many small and beautiful shops have more opportunities. The more personalized to do the finer, the requirements of the finer goods, will allow the characteristics of the store for those who want to find these characteristics of the user to find. Finally, personalized search can increase the value of your store traffic. Before 100 people come to you, only 5 transactions, through the personalized 100 traffic, perhaps 10 transactions. In short, if there is a big impact, 7 elder brother to the Buddha Guarantee, will be informed in advance. You can also make some preparations in advance for personalized trends. After the need for business cooperation, but also with the operation of Taobao category to inform everyone

5, the search for users will have a negative impact?

Some people say that personalization can cause users to lose sight of other fresh goods. This thinking is very meticulous. This is something we'll consider in algorithms and interactive design, and it's true that there are girls who buy jeans for her men. There are hints on the page telling the user that the result is handled and you can choose to view the default results. In the future, users will be asked to fill out some personal information, such as: If a girl filled out that I am 160 tall, thin. Later, when she searches for a dress, a large dress will not appear in the results, but at the same time there is a hint that you can see the sort that contains all the big code dresses.

6, other.

Now Taobao search results page has two places has been personalized. Everyone can look for it. One is search customization. One is to view the results of purchased and stored stores.