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Predictive Search Merges into Consumer Apps
February 8, 2008
This isn't breaking news, but in their recent versions, both Netflix and iTunes have integrated some very smart internal search utilities into their systems.
They're using a type of search function that goes by several different names, including "predictive," "intuitive," or "suggestive" to offer users additional help during the internal search process. Here's an example of Netflix's system in action:
The Netflix system appears to list terms in alphabetical order, and the search term itself is always first in the list of suggestions. This is good intuitive search, but it's not as good as iTunes' method:
iTunes uses a pretty sophisticated algorithm that appears to rank by popularity (instead of alphabetical order) and perhaps more important, inserts the typed term anywhere in the query that makes sense -- not just as the first term in the string.
Why does predictive search matter? Because when users select the right artist, song, film, whatever -- that's a conversion. These intuitive search features shorten the click path between a user wanting something and getting something. Compare these two potential search paths:
Without intuitive search:
- User types terms at a search box
- User clicks "submit"
- Site (or app) returns search result
- User scans search results page
- User clicks result that matches his/her query
- Site (or app) delivers correct page
With intuitive search:
- User types terms at a search box
- Site (or app) displays potential queries immediately
- User clicks term from dropdown suggestion box
- Site (or app) delivers correct page
A click path is like plumbing with loose joints. The more twists, turns, and connections, the more cargo (visitors) you lose due to leakage. In the cases above, the addition of intuitive search reduces the plumbing overhead by a third.
Coincidentally, the respective features of Netflix and iTunes parallel those of Google Suggest and Yahoo Search Suggest, which I wrote about a few months ago.
All posts by Erik Dafforn
posted by Erik Dafforn at February 8, 2008 7:02 AM
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