When we think about customer intent in the context of product discovery, we usually think about how we can bridge vocabulary gaps between the products we have and the language our customers use. But how about when customers are asking us for something that we don’t yet sell, but could? Join us to learn how New Pig capitalized on their brand and used Search Analytics to identify and bring to market a best-selling product during the global pandemic. You’ll learn: • How to identify opportunities for improved customer experience in the search path • How to prioritize the opportunities for improvement that you identify • How Search Analytics reveal opportunities for product innovation Featuring: • Peter Curran, GM of Digital Commerce, Lucidworks • John McQuade, Director of Software Development, New Pig

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How New Pig Used Search
Analytics to Understand
Customer Intent and Bring New
Products to Market During the
Pandemic
B2B Online for Manufacturers and Distributors 2020
October 29, 2020

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Today’s Speakers
Peter Curran
GM, Digital Commerce
Lucidworks
John McQuade
Director of Software Development
New Pig

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Agenda
• How to find and prioritize search problems
– True / False / Positive / Negative
– Prioritization
– Lexical vs. Semantic
• New Pig COVID-19 case study
– Merchandised Products
– New Product Discovery
– Product Repositioning

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• True / False / Positive / Negative
• Prioritization
• Lexical vs. Semantic
Search Priorities
How to find and prioritize search problems

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How to find the biggest problems
An admittedly over-simplistic yet helpful framework
all the products in your index

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How to find the biggest problems
An admittedly over-simplistic yet helpful framework
relevant not relevant
In browse, relevancy is
somewhat black and white.
If they click “coffee &
sweeteners” then the things
that come back should be
coffee and coffee sweeteners.
Three Problems
Miscategorization
Overcategorization
Undercategorization

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How to find the biggest problems
An admittedly over-simplistic yet 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.

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How to find the biggest problems
An admittedly over-simplistic yet helpful framework
relevant not relevant
True Positives False Positives
False Negatives True Negatives

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How to find the biggest problems
An admittedly over-simplistic yet helpful framework
relevant not relevant
True Positive: good!
False Positives: bad
False Negatives: terrible
True Negatives: good!
good
bad

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How to prioritize search opportunities
We suggest you start with this order
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

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“Drylok Concrete Paint”

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Balancing severity and frequency
Query frequency distribution
Head Queries
Tail Queries
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

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Takeaways ...
How to emerge stronger from COVID-19 with search
1. We have dozens of blog posts about e-commerce search here:
https://lucidworks.com/post/category/blog-posts/ecommerce-search/
1. Haters gonna hate. Educate stakeholders about the prioritization strategy.
People love to complain about search. Be strong & work in priority order shown a moment
ago.
2. Gather as many judgments about search quality as you can.
Don’t assess the site based on a few examples.
These judgments are critical to optimizing search.

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• Merchandised Products
• New Product Discovery
• Product Repositioning
Case Study
COVID-19, New Pig, & Lucidworks Fusion

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• New and existing customers searching
for products that we don’t manufacture
but could offer as part of the pandemic
response.
• Implemented customized user
experiences created around these types
of product searches to reduce bounce
rates.
• Sourced products identified in these
searches, such as hand sanitizer,
disposable masks, and face shields to
meet consumer demand.
Merchandised Products
Identifying Opportunities to Merchandise 3rd
Party Products

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• Launched over 140 unique products in
the last 6 months.
• Develop product copy using the
consumers vocabulary.
• Create engaging user experiences for
broad search terms to guide product
discovery.
• Recognize what is working using search
analytics and user signals.
• Iterate and optimize.
New Product Discovery
Helping Customers Locate Solutions in a New
and Evolving Product Line

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• Repurposed existing products with new
copy, attributes, and images to
capitalize on new search terms related
to alternate product use cases related
to the pandemic.
• Ranked these products in association
with various new terms used by our
customers.
• Sales increased by repositioning the
product as part of a portfolio of
pandemic response solutions.
Product Repositioning
Promoting Alternate Uses For Existing
Products

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● Peter Curran, Lucidworks
○ peter.curran@lucidworks.com
● John McQuade, New Pig
○ johnmc@newpig.com
Contact Us

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THANK YOU