Implications of User Engagement with Search Engine Result Pages - UPA

Implications Of User EngagementWith Search Engine Results Pages
Thursday, May 27, 2010
UPA 2010

hi!
@OTOinsights
Dan Berlin, MBA, MSHFID
Sr. Research Associate, OTOinsights
@banderlin

23,500BC

3,500BC

World Population

study #1 objectives
User Engagement with Google Search Engine Result Pages (SERPs)

1
Determine user behavior and engagement with Universal Search Engine Result Pages (SERPS) vs. traditional text-only results

2
Assess the impact that Universal Search will have by becoming a more prominent part of SERPs.

3
Identify potential impact on SEM campaigns.

4
Gather preliminary data to inform a formal, larger scale study.

methodology

1
Recruited 17 subjects that were in the market to change their cable provider.

2
Established 10 key word sets:
6 Branded
4 Unbranded

3
Created 4 SERPs for each keyword =
40 Permutations

Nat
Natural Only

Nat
Natural With
Paid

Nat
Universal Only

Nat
Universal With
Paid

4
Collect eye tracking and physiological data.

Tobii Eye Tracking Monitor
ProComp Infiniti Bio-Feedback
(Heart rate, Breath rate, GSR)

5
Fill out two surveys:
Geneva Emotion Wheel
Aesthetic Likert Scale

6
What link would you click on first and second?

insights

insight 1
SERPs which include video and image results reinforce eyeballs to stay focused on the first page top paid and natural search terms.

I
Video was typically fixated on before the first natural and the right paid links.

I
Video link also received more clicks than the multilinks and the second natural links

Image link received more first fixations and clicks than the multilinks and the second natural links.
Note: No Paid Results

insight 2
Universal SERPs ‘Golden Triangle’ related to visual density.

I
Natural only follows Nielsen’s F-Pattern (Nielsen, 2006)

I
Universal follows “Golden Triangle” identified by Enqurio (Marketing Sherpa, 2009)

insight 3
Video and image results increase engagement on a SERP.

conclusions

conclusion
Creating a holistic strategy which considers all search interactions will provide competitive advantage and drive more engaged visitors through your SEM activities

conclusion
Start to think about your current digital assets and how they can be leveraged to gain additional reach with search engines.

study #2 objective
User Engagement with Yahoo! Rich Ads in Search (RAIS)

1
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

methodology

1
Recruited 24 Gen Y subjects that were in the market to change their cable provider.

2
30 second exposure to Yahoo! search result pages:
2 With RAIS
2 Without RAIS

Nat
With RAIS

Nat
Without RAIS

3
Collect eye tracking and physiological data.

4
Fill out two surveys:
PrEmo Emotional Scale
Overall User Rating Likert Scale (1-10)

5
What link would you click on first and second?

insights

insight 1
Current Yahoo! RAIS media is not engaging to users

insight 2
Media in sponsored links draws attention to the Top Sponsored area

Esurance RAIS
Esurance Non-RAIS

insight 3
Media in sponsored links need a call to action

Daniel Berlin
OTOinsights, the user research division of One to One Interactive
Charlestown, MA USA
dberlin@otoinsights.com
@otoinsights
@banderlin
bye!

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Implications of User Engagement with Search Engine Result Pages - UPA

by One to One on Jun 01, 2010

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Implications of User Engagement with Search Engine Result Pages - UPA — Presentation Transcript