用机器学习推荐搜索筛选项,提升爱彼迎预订转化率。
Recommending Search Filters To Improve Conversions At Airbnb
- 基于转化目标构建筛选项推荐框架,直接优化预订成功率。
- 系统上线后通过A/B测试验证,显著提升预订转化率。
- 解决冷启动与实时服务挑战,适合大规模电商推荐场景。
爱彼迎作为连接旅客与房东的双边在线市场,提供多样且独特的住宿、体验和服务。搜索筛选项在帮助用户从海量选择中精准定位需求方面发挥关键作用。然而,尽管筛选项旨在促进在线市场的转化,其对实际预订行为的影响在现有研究中仍缺乏深入探讨。本文提出一种新颖的机器学习应用,通过推荐搜索筛选项来提升预订转化率。我们构建了一个直接针对低层级转化(即预订)的建模框架,以中间工具(即筛选项)为目标进行推荐。基于该框架,我们从零开始设计并部署了爱彼迎的筛选项推荐系统,解决了冷启动和严格的实时服务要求等挑战。该系统已成功上线,支撑多个用户界面,并通过在线A/B测试验证了其带来的预订转化率提升。消融实验进一步证实了方法的有效性及关键设计选择的价值。本工作聚焦于以转化为导向的筛选项推荐,确保搜索筛选项真正服务于爱彼迎的核心目标——帮助用户找到并预订理想的住宿。
原文摘要 · Abstract (English)
Airbnb, a two-sided online marketplace connecting guests and hosts, offers a diverse and unique inventory of accommodations, experiences, and services. Search filters play an important role in helping guests navigate this variety by refining search results to align with their needs. Yet, while search filters are designed to facilitate conversions in online marketplaces, their direct impact on driving conversions remains underexplored in the existing literature. This paper bridges this gap by presenting a novel application of machine learning techniques to recommend search filters aimed at improving booking conversions. We introduce a modeling framework that directly targets lower-funnel conversions (bookings) by recommending intermediate tools, i.e. search filters. Leveraging the framework, we designed and built the filter recommendation system at Airbnb from the ground up, addressing challenges like cold start and stringent serving requirements. The filter recommendation system we developed has been successfully deployed at Airbnb, powering multiple user interfaces and driving incremental booking conversion lifts, as validated through online A/B testing. An ablation study further validates the effectiveness of our approach and key design choices. By focusing on conversion-oriented filter recommendations, our work ensures that search filters serve their ultimate purpose at Airbnb - helping guests find and book their ideal accommodations.
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