Implications of User Engagement with Search Engine Result Pages - UPA


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The results from a neuromarketing study conducted by OTOinsights as presented at the Usability Professionals Association Conference 2010.

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  • While the fleur-de-lis has appeared on countless Europeancoats of arms and flags over the centuries, it is particularly associated with the French monarchy in a historical context. Chevrolet Corvette, Boy Scouts, and New Orleans Saints. Semantics is very important to understand. Symbols/Images have very different meanings depending on your world view. Indeed they also contain the preverbal 1000 words. This is why brands use them to create, as Neuroscientist AntioniDemassio coins it, Somatic Markers. Stored in your pre-frontal cortex, its your personal database of unique meanings that help you to respond to something with meaning in either a non-cognitive emotional way or using higher order cognitive processing.
  • Paintings at Apollo 11 site in south west africa. 23,500bc. Its no surprise that the earliest forms of communications i
  • West Semitic people from the eastern coast of the Mediterranean (where Phoenician and Hebrew groups lived) are usually credited with developing the world's first writing system. There was 20,000 years of human history that passed where the population depended on communicating through images.
  • And that was when things were SIMPLE. Lets just look at how many people existed when introduced an alphabet……not that many. However, we have seen an explosion of population since the Renaissance, where we see an explosion of human processing power. All adding their own narrative and symbols of expression to human culture.
  • Which brings me to today……thank you Google for helping index and order this knowledge!
  • However, it took about 10 years for Google to move from text-based results.
  • To Universal Search Results (where images, videos, sound, maps, news, and books) are now part of Search Results Pages. We have had a decade of making a science of SEO and SEM to only have it challenged by a new dynamic, multi-media.
  • This is what we set out to understand.
  • This is what we set out to understand.
  • Implications of User Engagement with Search Engine Result Pages - UPA

    1. 1. Implications Of User EngagementWith Search Engine Results Pages<br />Thursday, May 27, 2010<br />UPA 2010<br />
    2. 2. hi!<br />@OTOinsights<br />Dan Berlin, MBA, MSHFID<br />Sr. Research Associate, OTOinsights<br />@banderlin<br />
    3. 3.
    4. 4. 23,500BC<br />
    5. 5. 3,500BC<br />
    6. 6. World Population<br />
    7. 7.
    8. 8.
    9. 9.
    10. 10. study #1 objectives<br />User Engagement with Google Search Engine Result Pages (SERPs)<br />
    11. 11. 1<br />Determine user behavior and engagement with Universal Search Engine Result Pages (SERPS) vs. traditional text-only results<br />
    12. 12. 2<br />Assess the impact that Universal Search will have by becoming a more prominent part of SERPs.<br />
    13. 13. 3<br />Identify potential impact on SEM campaigns.<br />
    14. 14. 4<br />Gather preliminary data to inform a formal, larger scale study.<br />
    15. 15. methodology<br />
    16. 16. 1<br />Recruited 17 subjects that were in the market to change their cable provider. <br />
    17. 17. 2<br />Established 10 key word sets:<br />6 Branded <br />4 Unbranded<br />
    18. 18.
    19. 19. 3<br />Created 4 SERPs for each keyword =<br />40 Permutations<br />
    20. 20. Nat<br />Natural Only<br />
    21. 21. Nat<br />Natural With<br />Paid<br />
    22. 22. Nat<br />Universal Only<br />
    23. 23. Nat<br />Universal With<br />Paid<br />
    24. 24. 4<br />Collect eye tracking and physiological data.<br />
    25. 25. Tobii Eye Tracking Monitor<br />ProComp Infiniti Bio-Feedback<br />(Heart rate, Breath rate, GSR)<br />
    26. 26. 5<br />Fill out two surveys:<br /><ul><li> Geneva Emotion Wheel
    27. 27. Aesthetic Likert Scale</li></li></ul><li>
    28. 28. 6<br />What link would you click on first and second?<br />
    29. 29. insights<br />
    30. 30. insight 1<br />SERPs which include video and image results reinforce eyeballs to stay focused on the first page top paid and natural search terms.<br />
    31. 31. I<br />Video was typically fixated on before the first natural and the right paid links.<br />
    32. 32. I<br />Video link also received more clicks than the multilinks and the second natural links<br />
    33. 33. Image link received more first fixations and clicks than the multilinks and the second natural links.<br />Note: No Paid Results<br />
    34. 34. insight 2<br />Universal SERPs ‘Golden Triangle’ related to visual density.<br />
    35. 35. I<br />Natural only follows Nielsen’s F-Pattern (Nielsen, 2006)<br />
    36. 36. I<br />Universal follows “Golden Triangle” identified by Enqurio (Marketing Sherpa, 2009)<br />
    37. 37. insight 3<br />Video and image results increase engagement on a SERP.<br />
    38. 38. I<br />
    39. 39. I<br />
    40. 40. conclusions<br />
    41. 41. conclusion<br />Creating a holistic strategy which considers all search interactions will provide competitive advantage and drive more engaged visitors through your SEM activities<br />
    42. 42. conclusion<br />Start to think about your current digital assets and how they can be leveraged to gain additional reach with search engines.<br />
    43. 43. study #2 objective<br />User Engagement with Yahoo! Rich Ads in Search (RAIS)<br />
    44. 44. 1<br />To compare user engagement when searchers are exposed to Yahoo! SERPs with RAIS media vs. traditional Yahoo! SERPs and to provide direction for future use of this platform<br />
    45. 45. methodology<br />
    46. 46. 1<br />Recruited 24 Gen Y subjects that were in the market to change their cable provider. <br />
    47. 47. 2<br />30 second exposure to Yahoo! search result pages:<br />2 With RAIS<br />2 Without RAIS<br />
    48. 48. Nat<br />With RAIS<br />
    49. 49. Nat<br />Without RAIS<br />
    50. 50. 3<br />Collect eye tracking and physiological data.<br />
    51. 51. 4<br />Fill out two surveys:<br /><ul><li>PrEmo Emotional Scale
    52. 52. Overall User Rating Likert Scale (1-10)</li></li></ul><li>
    53. 53. 5<br />What link would you click on first and second?<br />
    54. 54. insights<br />
    55. 55. insight 1<br />Current Yahoo! RAIS media is not engaging to users<br />
    56. 56.
    57. 57. insight 2<br />Media in sponsored links draws attention to the Top Sponsored area<br />
    58. 58. Esurance RAIS<br />Esurance Non-RAIS<br />
    59. 59. insight 3<br />Media in sponsored links need a call to action<br />
    60. 60.
    61. 61. Daniel Berlin<br />OTOinsights, the user research division of One to One Interactive<br />Charlestown, MA USA<br /><br />@otoinsights<br />@banderlin<br />bye!<br />