Comprehensive Guide to On site Search of E-Commerce Operation (III)

In the previous chapter, you should have a preliminary understanding of indexing and sorting. This chapter will continue to explore the elements that are closely related to these two factors, commodity catalog (or classification, list) and commodity title. At the same time, we also share some On site search operate Some logical points and data indicators of.

catalog

The commodity catalogue is like the shelves of supermarkets and the classification of books in libraries. When we borrow books from libraries, we usually look at the classification of books, whether they belong to social category, scientific category, novel type or teaching assistant category. We will all find the books we want in the corresponding classification area.

Similarly, the commodity catalog is also used as the basis for searching materials. Without the directory as the basis, the online search of e-commerce can be said to be like a plate of sand, and there is no way to start.

All of the above are foreshadowing for readers to pay attention to the importance of the directory.

The directory is divided into Front end directory and Back end directory 。 The front-end directory is displayed to consumers, the back-end directory is displayed to suppliers and themselves, and the relationship between the front-end directory and the back-end directory is the relationship between mapping and being mapped.

what do you mean?

In fact, the front-end directory is actually an empty shell. We just give it a name. The back-end category is the boss behind it. The back-end category maps its own product information collection to the front-end, so the front-end has the look of the directory we see on the website, as shown in this figure: this is the look of the front-end category.

Some readers may ask (of course, if I don't ask, I will not say) why not make a category? It will save manpower and facilitate maintenance. Why do I have to work on two categories.

In fact, the reason for setting the front and rear end categories is that they are perceived differently from the perspective of merchants and consumers.

The commodity information recognized by merchants/suppliers is often more "professional" than us, which means that we as consumers may not understand. And the classification is more subdivided, ranging from clothing types to housing layout, which may be a super commodity dictionary in the back-end category of large e-commerce websites.

In view of the fact that what I said above is not true, I would like to give you the picture above, which may be more accurate. Take women's bracelets as an example. Ordinary consumers only look at women's bracelets when they look at the category, while the backstage goods can be classified only by women's bracelets, which is more convenient for the maintenance and sorting of goods. Often, one or more back-end categories are mapped from a front-end category, and this front-end category is the spokesperson of the back-end category.

In terms of the convenience of maintenance, the classification of back-end categories is clear and detailed enough, and there is a mapping relationship between them and the front-end categories of the consumer display layer. Therefore, sometimes when adding, deleting, modifying and querying back-end categories, the impact on the front-end presentation is relatively small. In addition, once the backend category is confirmed, it is rarely deleted (except for new ones), so it is more stable.

As the front-end category is required for customer display, the category operation will timely adjust the hierarchical relationship and name of the front-end category to facilitate more refined operation. At this time, you only need to change the mapping relationship. Therefore, in terms of operation and maintenance costs, it is indeed necessary and more convenient to maintain two directories on e-commerce websites.

Merchants upload their goods to the database through the background system of e-commerce, including title, image, attribute and other information. The most important thing is to select the category of their goods in the system. If you choose the wrong one at this time, it will be blocked directly if you are on Taobao.

The category sets the common parameters and information of the commodity set, and is also an important material for the first step of sorting. For example, we are familiar with the advanced filter item. When searching for skirts, the system will give you the size, color and style to choose from. This information is also brought by the category, and it is also the basic plane of the search index, as shown in the following figure: the category of the subdivided pictures below the filter item is also part of the front category, It is also the image classification option at the top of the search results page when I said in the first chapter. It is convenient for users to quickly locate the categories they want and improve the conversion rate of detail pages.

One thing to note is that all the category information presented to consumers in the app is front-end category, which is invisible to consumers.

title

After talking about the catalog, let's talk about the title of the goods. At the beginning of the search and retrieval query, there will be a sort called primary sort, also called primary sort. It is a sort based on the collection of various text information of commodities and preliminary calculation. Its theoretical basis is the most intuitive information importance calculation rule of commodities (if you can't understand it, I'm blind).

In human words, the higher the score of primary sorting, the more text information in which position can best describe the appearance of the product and match the search term. Therefore, we consider step by step:

First of all, the accuracy of the category information is the most basic, also known as entry-level. Imagine what you would do if you hung the skirt goods in the computer category. It must be that you are not qualified for sorting. Therefore, the accuracy of the category is a prerequisite for sorting.

The second is the most important commodity title with the highest weight. Generally speaking, domestic merchants pay special attention to the preparation of commodity titles, often using the way of keyword superposition. This approach can increase exposure, but the disadvantage is that the sentences are not smooth and may cause users to dislike. Of course, ordinary users don't care too much about the product title. What they care more is whether the main image of the product is consistent with their search intention. But search is different. The search index is an emotionless machine. When your title contains keywords, recall - that is, it can be searched.

The preparation of commodity titles should have a certain format and skills. Generally speaking Complete information, smooth sentences, highlight selling points, and appropriately stack keywords 。

One more thing, Don't abuse keywords 。 For example, you are a low-quality mobile phone, but you add an iPhone to the title. This kind of behavior is likely to be taken off the shelf or deducted from the deposit by the e-commerce's own waiter.

Let's take Huawei's p30 pro mobile phone as an example. If it is my mobile phone, I will write as follows:

Huawei+brand English+p30 pro (model)+color+memory+storage+system (mobile, China Unicom, China Telecom or Sannetcom 4g) 48 million pixels Lycra three camera+Android smart phone

Let's see how Huawei's flagship store in JD is named. (To state in advance, the above is definitely not copied from JD. I haven't read the title of JD Huawei p30 before the screenshot)

Through comparison, we find that my title is partially consistent with the title maintained by Huawei waiter, but the focus is different. I mainly focus on the description of its camera. JD has the same "processor and offline fingerprint" (of course, this is because I don't know the selling points of p30 pro).

What I really want to illustrate in this example is:

The title should highlight the selling point of the commodity, and give consideration to the conventional description, with appropriate overlapping of keywords of the same type. General keyword naming will have a thesaurus for reference. Taobao has Taobao Index, which was free before, but now it is integrated in Marketing In the tool data cube (of course, there may be changes now). JD's merchant oriented training web page or background web page should also have corresponding thesaurus data, which words are popular, which are long tailed words, and so on. These thesaurus can be used as a reference for title selection.

In addition to the item title, there are also attributes, labels, and description information that are also the scope of index fetching. However, if they are used for sorting, the weight may not be so high. Generally speaking, the weight of the calculation rule of primary arrangement decreases gradually from left to right:

Title * Attribute (Parameter) * Description * Label.

However, some e-commerce companies may have abandoned the first row. Because the algorithm is relatively reliable, they have integrated the first row into the commodity sorting.

Search operation logic and data indicators

The logic of search operation has been written in more than one article. Here is a brief and long story:

Convert the detail page into the final indicator, and let the user who enters the search result page click through various methods, and click more commodities to enter the commodity detail page. And then form the order gmv.

In fact, the most important thing in search operation is to operate the search results page, so that users can stay on the page and reduce the number of misses. As for how to operate the search results page, I will draw a special chapter in the following chapters to explain in detail. Don't panic!

In terms of data indicators, we focus on the following dimensions:

This is my simplified data description. In fact, I also have a more abnormal data dimension, which is my data dimension during my time in Suning E-shop. The version is relatively old, so please take a look!

That's the content of this chapter. Let's call it a day, the end of Buddhism!

Preview of the next issue: how to operate the search results page to maximize transformation.

#Columnist#

Author: Wang Huan, WeChat: wanghuan314400, a small piece of operation ash.

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