Enhancing click models with mouse movement information

摘要

User interactions in Web search, in particular, clicks, provide valuable hints on document relevance; but the signals are very noisy. In order to better understand user click behaviors and to infer the implied relevance, various click models have been proposed, each relying on some hypotheses and involving different hidden events (e.g. examination). In almost all the existing click models, it is assumed that clicks are the only observable evidence and the examinations of documents are deduced from it. However, with an increasing number of embedded heterogeneous components (e.g. verticals) on Search Engine Result Pages, click information is not sufficient to draw a complete picture of process of user examination, especially in federated search scenario. In practice, we can also collect mouse movement information, which has proven to have a strong correlation with examination. In this paper, we propose to incorporate mouse movement information into existing click models to enhance the estimation of examination. The enhanced click models are shown to have a better ability to predict both user clicks and document relevance, than the original models. The collection of mouse movement information has been implemented in a commercial search engine, showing the feasibility of the approach in practice.