The Last Click Why Users Give up Information Network Navigation … · 2014. 3. 26. · The Last...
Transcript of The Last Click Why Users Give up Information Network Navigation … · 2014. 3. 26. · The Last...
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The Last Click Why Users Give up Information
Network Navigation
Aju Scaria, Rose Philip, Robert West, Jure Leskovec Stanford University
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Finding info on Web: a complex task
• Querying• Navigating• Backtracking• Reformulating
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Finding info on Web: a complex task
• Querying• Navigating• Backtracking• Reformulating• Frustrating
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Analyzing when users give up is difficult
• Typical data source: Web-browsing logs: cnn.com/ cnn.com/2014/02/10/travel/americas-most-romantic-towns travelandleisure.com/articles/worlds-best-hotels-2013
• Specific target in mind, or casually browsing? • Which URL is target? • Did user find the info,
or did they give up? • Abandonment because info found,
or because not found? • One solution: manual coding e.g., Hassan, White, Dumais, Wang:
“Struggling or Exploring?” (Yesterday)
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Our approach: Wikispeedia.net• Idea: give explicit targets to user• Human-computation game designed by us• Task: navigate from article A to article B using links only
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Our approach: Wikispeedia.net• Idea: give explicit targets to user• Human-computation game designed by us• Task: navigate from article A to article B using links only
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Our approach: Wikispeedia.net• Idea: give explicit targets to user• Human-computation game designed by us• Task: navigate from article A to article B using links only
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Our approach: Wikispeedia.net• Idea: give explicit targets to user• Human-computation game designed by us• Task: navigate from article A to article B using links only
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Our approach: Wikispeedia.net• Idea: give explicit targets to user• Human-computation game designed by us• Task: navigate from article A to article B using links only• 50k finished + 25k abandoned paths (available online!)
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Our approach: Wikispeedia.net• Idea: give explicit targets to user• Human-computation game designed by us• Task: navigate from article A to article B using links only• 50k finished + 25k abandoned paths (available online!) ✓ All targets known ✓ Abandonment = failure
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Example mission
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Example mission
Optimal
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Example mission
Optimal Failed
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Example mission
Optimal Failed
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Example mission
Optimal Failed
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Example mission
Optimal Failed
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Example mission
Optimal FailedSuccessful
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Example mission
Optimal FailedSuccessful
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Example mission
Optimal FailedSuccessful
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Success vs. failure• Starting is easy: navigate through high-degree hub
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Success vs. failure• Starting is easy: navigate through high-degree hub• Then, successful users gravitate towards target
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Success vs. failure• Starting is easy: navigate through high-degree hub• Then, successful users gravitate towards target• Failing users orbit around
target
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Success vs. failure• Starting is easy: navigate through high-degree hub• Then, successful users gravitate towards target• Failing users orbit around
target• Backtracking a (weak)
sign of failing• Failing users more likely to
backtrack despite progress
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Predictive tasks• Giving up before reaching target? • Giving up after current click? • Backtracking on next click?
False positive rateTrue
pos
itive
rate
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Discussion• Use case: increase user retention
• Detect users about to stop navigating website • Counteract by offering help, special offers,
etc. • Do results hold beyond Wikipedia? • Analyze scenario of navigation + querying
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Summary• Goal: understand when and why users give up
navigation • Hard to understand in the wild • Our approach: study under ‘laboratory
conditions’ using data from the navigation game Wikispeedia
• Use insights to build predictive models