Zappos Uses Mechanical Turk To Correct Spelling/Grammar Errors In Reviews... And It Increases Sales

from the fascinating dept

Tue, May 3rd 2011 1:03pm — Mike Masnick

Boing Boing points us to a fantastic story about how Zappos uses Mechanical Turk to fix grammar and spelling mistakes in product reviews. You see, research shows that if a product has well-written reviews, that helps sales -- even when the reviews are negative. The more well-written the reviews, the more people trust them. But, of course, on the internet, you get all sorts of grammatical and spelling errors (I should know, I make both all the time). So, to deal with that, Zappos runs its reviews through Mechanical Turk and lets the "crowd" act as its editor. There's no specific data, but apparently Zappos claims that this resulted in "substantial" revenue improvement, for a cost of a few hundred thousand dollars (across 5 million reviews). The corrections never change the actual intent of the content. They just make sure it's in proper English. I wonder what would happen if we did that for all posts and comments here...

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Filed Under: grammar, mechanical turk, reviews, spelling
Companies: zappos

40 Comments

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The eejit (profile), 3 May 2011 @ 12:57pm

Simple - you would call down Grammar Nazi, the English tweed-wearing, pipe-smoking superhero.
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DH's Love Child (profile), 3 May 2011 @ 1:13pm

My guess
They just make sure it's in proper English. I wonder what would happen if we did that for all posts and comments here...

My presiction is that darryl's head would finnally (sic) explode after seeing the extensive rewrites of his allways (sic) thotful (sic) expositions. But I digress...
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DH's Love Child (profile), 3 May 2011 @ 1:14pm

Re: My guess
Shit.. apparently I need it too. my PREDICTION. *sigh*
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Scote, 3 May 2011 @ 1:14pm

Editing the reviews to be more trustworthy is fraud.
Grammar, punctuation and style are part of how we decide if a review is credible. For Zappos to artificially inflate the credibility of reviews by changing those qualities is a form of fraud IMO.
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A Dan (profile), 3 May 2011 @ 1:16pm

Effect on this site
I don't think it would make much of a difference. People here are generally well-spoken (well-written?) and the stories are quite readable.

I wonder if the sight would start to loose readers if are comments got worse.
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Anonymous Coward, 3 May 2011 @ 1:24pm

Re:
Maybe we need copyright hero to save us from grammar Nazi.
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Anonymous Coward, 3 May 2011 @ 1:25pm

Re: Effect on this site
don't confuse lose and loose.
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Anonymous Coward, 3 May 2011 @ 1:41pm

Re: Re: Effect on this site
WHOOSH!!!
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Anonymous Coward, 3 May 2011 @ 1:51pm

I always think it's a shill if it's too well written or too lengthy.
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Gwiz (profile), 3 May 2011 @ 2:02pm

Re:
Simple - you would call down Grammar Nazi, the English tweed-wearing, pipe-smoking superhero.

NO ADJECTIVES FOR YOU! COME BACK ONE YEAR! NEXT!
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Matthew (profile), 3 May 2011 @ 2:03pm

Re: Re:
Copyright Hero� and Grammar Nazi� are both Registered Trademarks of Inaction Comics� and their use is not authorized in this discussion. Please cease and desist any invocation of these or any other intellectual properties of Inaction Comics� or we will be forced to seek legal remedy.
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fogbugzd (profile), 3 May 2011 @ 2:04pm

I am an active member of the Creative Spelling and Punctuation Society.
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Anonymous Coward, 3 May 2011 @ 2:04pm

Techdurt; why u no doo dis fur heer?
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Anonymous Coward, 3 May 2011 @ 2:14pm

Better idea
Thou shouldith replacee everything withee olde thymee spellings methinks.
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Anonymous Coward, 3 May 2011 @ 2:27pm

Your just going to get lame jokes from people who think there funny.
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Anonymous Coward, 3 May 2011 @ 2:27pm

Re:
*you're
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Mike42 (profile), 3 May 2011 @ 2:32pm

Re: Editing the reviews to be more trustworthy is fraud.
U R A Dorque, IMHO. An a winey 1 at taht.
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Squirrel Brains (profile), 3 May 2011 @ 2:42pm

I am an Turker
I will admit that I am a Turker and I have seem a couple of HITs for Zappos. I don't need the money. I am just fascinated with the concept and am interested in seeing out people use it. What a better way than to join up? It is like small mini-games you play in your favorite RPG... well... tedious mini-games that aren't really that fun. Everyday I see some new and interesting ways people are trying to use the tool.

I have also noticed that if anything offers more than a $1.00 to do, it is probably a scam (yes, there are a lot of scams on there for the unsuspecting Turk).

The most fascinating one I have run across is one for a jewelry auction site. You're suppose to go to the site and bid up three actions. If you end up winning, the requester will compensate you up to $20.
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Joe, 3 May 2011 @ 2:47pm

Well we need a control group. How about we put all the comments here through the English to 12 year old AOLer translator.

http://ssshotaru.homestead.com/files/aolertranslator.html

Oh wait, YouTube already does that...
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Nastybutler77 (profile), 3 May 2011 @ 2:50pm

Re: My guess
My presiction is that darryl's head would finnally (sic) explode after seeing the extensive rewrites of his allways (sic) thotful (sic) expositions. But I digress...

The first thing I thought of when reading the last sentence of Mike's post was, "Don't do that, then people might actually think Darryl has cognitive reasoning!"
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Greg G (profile), 3 May 2011 @ 2:52pm

Re: Re:
and *they're
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Nastybutler77 (profile), 3 May 2011 @ 2:54pm

Re: Re:
And it's "they're" as in a contraction of "they are."

You're welcome. See it's easy to use contractions. Whoops there I go again.
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Nastybutler77 (profile), 3 May 2011 @ 2:56pm

Re: Re: My guess
Damn! Does Turk handle HTML formating gaffs?
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Ron Rezendes (profile), 3 May 2011 @ 2:56pm

Re: Re: Effect on this site
Don't confuse humor with actual intended content.

The last sentence was a test, and you failed miserably. Especially for only calling out one of the several errors.
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Nastybutler77 (profile), 3 May 2011 @ 2:58pm

Re: Re: Re:
Aw, man you beat me to it by being brief, and now I look like I don't refresh my page before I post.
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Anonymous Coward, 3 May 2011 @ 3:06pm

There's no specific data, but apparently Zappos claims that this resulted in "substantial" revenue improvement, for a cost of a few hundred thousand dollars (across 5 million reviews).

Says a company too lazy to figure out how the border works. Heh.
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Sambo, 3 May 2011 @ 3:07pm

I am sure that the RIAA and MPAA are working on a similar program.

It will work something like this:

The words 'share' & 'copy' will automatically become 'steal, stolen or theft'.

'Community' becomes 'thieving criminal bastards'

'Fair use' becomes 'child abuse/r'

All negative comments will be permanently changed to:

'The RIAA/MPAA are your family. File sharing hurts your family. You are putting corn farmers out of work and
with the reduction of revenue available for our hand-picked, talent-free (but good looking don't you think? Have you seen that little girl Justin Bieber? Whoa!) Pop superstars - the makers of Autotune are struggling to survive.

Resistance is futile'
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sehlat (profile), 3 May 2011 @ 3:16pm

Please define "proper" English?
Aussie: G'day, mate!

Southern USA: Y'all listen up.

Upper-Class England: (phonetic) Of course the mawb wouldn't understahnd propeh English.

Cockney: Where 'ave all the aitches gone?

Tech Support: (sing-song) I speak proper english very good, sir.

The world teems with examples.
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Anonymous Coward, 3 May 2011 @ 3:33pm

Re: Re: Re:
That's the joke.

That's also what I get for trying a different angle.
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Nastybutler77 (profile), 3 May 2011 @ 3:44pm

Re: Re: Re: Re:
Ahhh. I see I wasn't clever enough to get the joke. I guess since that same joke had been used several times already in this thread I assumed you were being serious. Very good. Carry on.
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The eejit (profile), 3 May 2011 @ 3:48pm

"Proper" English is also known as Queen's English, or recieved pronunciation.
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Anonymous Coward, 3 May 2011 @ 3:51pm

Re:
"There's no specific data,"

And we can stop right there, because there is no way to quantify this report's causality AT ALL.
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Anonymous Coward, 3 May 2011 @ 3:54pm

Re: Re: Re: Re: Re:
I was being totally being meta. Yeah, that's a good explanation.
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The Groove Tiger (profile), 3 May 2011 @ 4:13pm

Re: Re: Re:
And we all know how much Inaction Comics� hates to be forced to do stuff...
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Anonymous Coward, 3 May 2011 @ 4:58pm

Wat are you're porobelem wit mi englishh?
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Anonymous Coward, 3 May 2011 @ 10:41pm

Re:
y u no use f7
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Anonymous Coward, 3 May 2011 @ 11:53pm

Re: Re:
wat ish f7?
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Dohn Joe, 4 May 2011 @ 8:48pm

I go now...
I wud nevir powst on yur blawg evur aggen!!
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Androgynous Cowherd, 8 May 2011 @ 10:25pm

Mental note to self: in future, introduce intentional misspellings and poor grammar into negative reviews of products, else those reviews will have opposite of intended effect.
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geoffandersontop, 25 Jun 2011 @ 4:29am

Mechanical Turk is okay but all the jobs are way under minimum wages. I make cash in Varolo by letting other people do the work for me. Takes a few weeks before I got critical mass but now it grow by itself.
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