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Consumer Search Behaviour - Gerald Murphy, Sandra McDill


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Presented at 7thingsmedia Consumer search breakfast event

Published in: Marketing

Consumer Search Behaviour - Gerald Murphy, Sandra McDill

  1. 1. Consumer Search Behaviour THURSDAY 29TH OCTOBER 2015
  2. 2. Introductions Gerald Murphy Senior Search Manager Sandra McDill Chief Digital Officer
  3. 3. Search is huge There are more than 1 trillion annual Google searches – 137 searches, per person Worldometers Search Engine Land There are over 1 trillion annual Google searches
  5. 5. Problem
  6. 6. Goal
  7. 7. There is only so much we can predict
  8. 8. Income, Education and Health • Reflective of how we engage with technologies – More money, bigger choice of technology to choose from • Will impact the types of products we will already have as a goal • But have no impact on search engine use or behaviour
  9. 9. Age • Younger and middle-aged searchers are very similar – 18 to 60s • Older spend double the amount of time on the SERP – On average an extra 4 seconds Age development photo: Copyright granted, reused, unmodified (TheIRHistory)
  10. 10. Location • Location is increasingly a huge factor for search as Google increases its relevancy • When a consumer adds location based search queries we have to listen to the signal that is increasingly more important • Yet where someone is from, isn’t going to impact their search behaviour
  11. 11. Male searchers • Tend to spend more time examining SERP • 5.4 times more likely than females to inspect lower ranked results • More linear • View on average 3 more pages than females • More time to enter queries • Scan and filter results on SERP
  12. 12. Female searchers • Do not scroll as much • Less linear • Open 2 more browser tabs for more complex searches • Tend to repeat views of old results • Fixate heavily on positions #2 and #3 • Prefer to read target results on paper • Less time on SERPs • Browse websites more deeply
  13. 13. …on highly ranked results? SO WHY DO WE CLICK?
  14. 14. Trust bias • Highly ranked results are trusted • Even if these abstracts are less relevant than other abstracts Photo: Copyright granted, reused, unmodified
  15. 15. Quality bias • Searcher click decision is influenced by: – Relevance of clicked link – Overall quality of the other abstracts in the ranking 0 10 20 30 40 50 60 70 Google Bing Yahoo Comparison of relevant results vs relevant descriptions Descriptions Results
  16. 16. F-shaped pattern • We scan results in an F-shaped pattern
  17. 17. State of the art: Searcher behaviour Query log analysis ‘Hold times’ of documents Number of clicked results Ranking of clicked documents Eye tracking Evaluation of eye- movement on a computer screen Areas of Interest (AOI) Heat maps (don’t produce these) Gaze maps User studies Mapping of gaze data to web content pages Mapping of gaze data to the results page: ‘The Golden Triangle’ Mapping of eye movement to Results and Content pages: ‘The F- shaped pattern’ Scanpaths
  18. 18. Heatmaps, suck !
  19. 19. Scanpaths 1 2 3 45 6 7 8 9 • 16 scanpaths • 5.8 compressed scanpaths • 3.2 minimal scanpaths • We don’t always view in order of what the engine ranks • We click on what order the engine ranks – Trust and quality bias
  20. 20. Enhance CTRs: Attractive keywords Free Online Deal Affordable Price Low Instant Local Fundamental Professional Compare Today Find Official Shop Great Site Qualified Save Secure CTRs: click-through rates
  21. 21. Aggregated, blended, or universal SERP
  22. 22. Snippet length of descriptions • If title, URL and description were on one line each, each would receive equal attention 0 2 4 6 8 10 Short Medium Long Navigational URL Description Title 0 2 4 6 8 Short Medium Long Informational URL Description Title
  23. 23. Cited from Peter Morville BEHAVIOUR PATTERNS
  24. 24. Search behaviours Quit Source: Peter Morville (Search Patterns, Design for Discovery) Narrow Pogosticking Thrashing Expand Pearl Growing
  25. 25. Quit • We all quit at one point but why? – Speed? – Information seeking process successful? – Information seeking process unsuccessful? Bounce Rate Pages viewed per session Time spent on page Click depth Cart abandonment
  26. 26. Narrow • Second most common search pattern – Refinement
  27. 27. Expand • Uncommon – Difficult problem People also searched for Auto completion Auto suggestions Facets
  28. 28. Pearl Growing • Expert searching – Mining content and metadata Competitor insights Facilitate content ideas ‘Similar searches’ for keyword research
  29. 29. Pogosticking • Conversation-attribute search • We want a rich selection of information – Google Knowledge Graph – PPC and SEO results • Result sampling – But too much is bad
  30. 30. Thrashing • Anchor bias – We think we carry out the perfect search
  31. 31. Mobile is huge • Mobile browsers have increased 53% vs 2013 • Mobile Apps have increased 90% vs 2013 – This has contributed to a total increase of 77% of the total increase in time spent 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan-13 Jan-14 Jan-15 476,553.00 480,967.00 550,522.00 409,847.00 621,410.00 778,954.00 77,081.00 97,440.00 118,299.00 Mobile Browser Mobile App Desktop
  32. 32. Mobile Search
  33. 33. Mobile search • Our search behaviour changes on public transport – Stronger observation on public transport – Momentarily passes on the street • Not an issue • Continue walking • Unwanted attention quickly passes
  34. 34. Mobile in social situations • 70% of searches are conducted at home or at work • Mobile search is a social activity – Often conducted in the presence of others • Device type impacts mobile search – High-end smartphones have similar patterns to desktop searchers
  35. 35. Advanced Search • Engines will soon process mobile queries like PPC, whereby: – Location – Time of day – Day of week – Weather conditions – Current activity of user – Temporal patterns (i.e. weekday vs weekend) • Will be factored into a mobile search
  36. 36. Get a responsive website • Mobile search has overtaken desktop on Google (SEL, May 2015) • Justify to senior management with data analysis Search Engine Land Data analysis CRO and UX Be SEO ready, launch!
  37. 37. Geo data • Discover your hotspots with data – Top regions and cities • Store targeting – Paid search – Organic search *physical addresses are required
  38. 38. And use the mobile behaviour
  39. 39. Summary Searchers are complex people Goals or problems Trust bias Quality bias Scan ~16 SERP points Interface design influence 6 search behaviours 7 broad factors impacting a search Mobile behaviours
  40. 40. fin. Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2015 7thingsmedia LTD. To get a copy of the presentation: 0207 017 3199