Tuesday, May 26, 2009




Implications of User Engagement with
Universal Search Results
Jeremi Karnell, President, One to ...
Agenda
         1   Overview


         2   Study Objectives


         3   Universal Search & SEM


         4   Methodol...
Neuromarketing Research | Usability




                                                 Quantemo

                       ...
Overview

 • OTOinsights conducted a study to determine user behavior and
 engagement with Universal search engine result ...
Study Objectives
• Compare user engagement with
  Universal search results vs.
  traditional text-only results
  – Determi...
Universal Search
•   72% of adults use search engines to
    find Web sites (Forrester, 2008)                   Video and
...
Search Engine Marketing

                                         Search Engine Optimization – Natural Search
            ...
Insights

   SERPs which include Universal Search results reinforce eyeballs to
   stay focused on the first page’s top pa...
Methodology
•   10 terms relevant to the
                                                            Natural Only   Natura...
Methodology

     Each page                                       What links would
   presented for 1    1                ...
Methodology


   Heart Rate ∆
                     Quantemo                          Quantemo
 Breathing Rate ∆   Physiolo...
Insight 1 - Overview
                               SERPs which include Universal Search results reinforce eyeballs to
   ...
Insight 1 - Details
                              Note the location of the video links:
                              • 1s...
Insight 1 - Details
                             Note the location of the image links:
                             • 1st ...
Insight 1
•   Heat maps show
    30s of eye
    tracking

•   Natural w/ Paid
    – F-shape
    – More exploration


•   U...
Insight 1 - Implications

   The advent of Universal Search demands that companies optimize
   not only their text, but al...
Insight 2 - Overview
  The inclusion of Universal Search results increase emotional
  engagement during interactions with ...
• Took ~50 fixations to get to the images
                                    – (after the first fixation)
               ...
Insight 2 - Implications

   Higher engagement with Universal results may stop users from
   exploring the rest of the SER...
Overall Implications
 • Create a holistic strategy which considers all search interactions to
 increase user engagement

 ...
Future Studies

 • Does media in searches change users’ propensity to purchase?

 • Does brand exposure on a SERP change u...
In Conclusion

   Optimize your entire Web site, not just the text
                       This now includes media!


   Th...
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Implications of User Engagement with Universal Search Results

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OTOinsights' presentation from the 2009 Boston mini-UPA conference

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Implications of User Engagement with Universal Search Results

  1. 1. Tuesday, May 26, 2009 Implications of User Engagement with Universal Search Results Jeremi Karnell, President, One to One Interactive Dan Berlin, Sr. Research Associate, OTOinsights www.OTOinsights.com 1
  2. 2. Agenda 1 Overview 2 Study Objectives 3 Universal Search & SEM 4 Methodology 5 Insights & Implications www.OTOinsights.com 2
  3. 3. Neuromarketing Research | Usability Quantemo www.OTOinsights.com 3
  4. 4. Overview • OTOinsights conducted a study to determine user behavior and engagement with Universal search engine result pages (SERPs) • Study included recording the users’ eye tracking, physiological & emotional reactions, and click tracking • We found that media (images, videos, etc) impact how a user interacts with a SERP www.OTOinsights.com 4
  5. 5. Study Objectives • Compare user engagement with Universal search results vs. traditional text-only results – Determine changes in user behavior • Physiological, Eye gaze, and click pattern – Indentify potential impact on SEM campaigns – Assess the viability of Universal search becoming a prominent part of SERPs – Gather preliminary data to inform a formal, larger scale study www.OTOinsights.com 5
  6. 6. Universal Search • 72% of adults use search engines to find Web sites (Forrester, 2008) Video and Images • 2007: Google and Yahoo add Universal Search results • Universal Search = inclusion of media News in search results • New generation of search optimization transcends just text • No Universal results in paid links… yet www.OTOinsights.com 6
  7. 7. Search Engine Marketing Search Engine Optimization – Natural Search SEO • Relevance of content • Keyword use in Title attribute • Site architecture • Link popularity • anchor text & topical relevance SEM • Domain age Pay Per Click – Paid Search • Bid • Quality Score PPC • Click Through Rate (CTR) www.OTOinsights.com 7
  8. 8. Insights SERPs which include Universal Search results reinforce eyeballs to stay focused on the first page’s top paid and natural search results The inclusion of Universal Search results increase emotional engagement during interactions with a SERP www.OTOinsights.com 8
  9. 9. Methodology • 10 terms relevant to the Natural Only Natural w/ cable industry were identified Paid • Four types of Google SERPs were created for each of these terms – Natural Only; Natural w/ Paid – Universal w/o Paid; Universal w/ Paid • 17 participants chose five search terms Universal Universal w/ • Participants were presented Only Paid with a randomized SERP type for each of the chosen terms www.OTOinsights.com 9
  10. 10. Methodology Each page What links would presented for 1 1 4 you click on first minute and second? Fill out two surveys Collect • Geneva Emotion Wheel physiological and 2 3 • Aesthetic Likert Scale eye tracking data www.OTOinsights.com 10
  11. 11. Methodology Heart Rate ∆ Quantemo Quantemo Breathing Rate ∆ Physiological Engagement Index Index Baseline Data Geneva Emotion Wheel Aesthetic Likert www.OTOinsights.com 11
  12. 12. Insight 1 - Overview SERPs which include Universal Search results reinforce eyeballs to stay focused on the first page’s top paid and natural search results Universal w/ Paid Search First Fixation Universal w/ Paid Clicks 45% 12 % of participants 40% 39% 10 35% # of clicks 8 30% 6 7 6 25% 22% 2 1st Click 20% 17% 4 1 1 2nd Click 15% 11% 2 4 2 1 3 3 3 3 2 1 10% 1 1 1 6% 6% 0 5% 0% Top Paid Page Top Video 1st Link Right Paid 1st Picture www.OTOinsights.com 12
  13. 13. Insight 1 - Details Note the location of the video links: • 1st fixation after the top of the page • clicked more often than both the multilinks and the 2nd natural link Universal w/ Paid Search First Fixation Universal w/ Paid Clicks 45% 12 % of participants 40% 39% 10 35% # of clicks 8 30% 6 7 6 25% 22% 2 1st Click 20% 17% 4 1 1 2nd Click 15% 11% 2 4 2 1 3 3 3 3 2 1 10% 1 1 1 6% 6% 0 5% 0% Top Paid Page Top Video 1st Link Right Paid 1st Picture www.OTOinsights.com 13
  14. 14. Insight 1 - Details Note the location of the image links: • 1st fixation after the top of the page • clicked more often than both the multilinks and the 2nd natural link Universal First Fixations Universal Clicks 35% 20 % of participants % of participants 30% 29% 18 16 25% 25% 14 8 25% 12 20% 10 8 1st Click 15% 13% 6 9 2 11 2nd Click 4 10% 8% 6 2 1 2 2 2 2 3 2 0 5% 0% 1st Link Page Top Image Multilinks Video www.OTOinsights.com 14
  15. 15. Insight 1 • Heat maps show 30s of eye tracking • Natural w/ Paid – F-shape – More exploration • Universal w/ Paid – Golden Triangle – Mostly above the media Natural w/ Paid Universal w/ Paid www.OTOinsights.com 15
  16. 16. Insight 1 - Implications The advent of Universal Search demands that companies optimize not only their text, but also their media (images, videos, etc) Image and video results may anchor users to stay at the top of the SERP www.OTOinsights.com 16
  17. 17. Insight 2 - Overview The inclusion of Universal Search results increase emotional engagement during interactions with a SERP Quantemo™ Engagement Index Higher 0.70 Engagement 0.60 Results had images and videos 0.50 0.44 0.40 0.37 0.30 0.20 0.10 0.07 0.08 Lower Engagement 0.00 Natural Only Universal w/ Paid Universal Only Natural w/ Paid www.OTOinsights.com 17
  18. 18. • Took ~50 fixations to get to the images – (after the first fixation) • Then spent 38 fixations on the images First Fixation Clustered on Pics www.OTOinsights.com 18
  19. 19. Insight 2 - Implications Higher engagement with Universal results may stop users from exploring the rest of the SERP Users will get an ‘instant gratification’ from images – perhaps more so from branded images www.OTOinsights.com 19
  20. 20. Overall Implications • Create a holistic strategy which considers all search interactions to increase user engagement • Determine how digital assets can be leveraged to gain additional reach into search engines • Top paid results are the highest focal point and provide a great branding opportunity • High positions in natural and paid results will continue to be important traffic from search engines www.OTOinsights.com 20
  21. 21. Future Studies • Does media in searches change users’ propensity to purchase? • Does brand exposure on a SERP change users’ engagement and click behavior? • Do positional changes in non-text results impact users’ click propensity and engagement? www.OTOinsights.com 21
  22. 22. In Conclusion Optimize your entire Web site, not just the text This now includes media! The evolution of Universal Search will impact how users interact with SERPs – marketers and UX professionals must be prepared www.OTOinsights.com 22
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