Defection detection: predicting search engine switching

Allison P. Heath, Ryen W. White

Abstract: Searchers have a choice about which Web search engine they use when looking for information online. If they are unsuccessful on one engine, users may switch to a different engine to continue their search. By predicting when switches are likely to occur, the search experience can be modified to retain searchers or ensure a quality experience for incoming searchers. In this poster, we present research on a technique for predicting search engine switches. Our findings show that prediction is possible at a reasonable level of accuracy, particularly when personalization or user grouping is employed. These findings have implications for the design of applications to support more effective online searching.