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

Published in: Technology, Design
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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 />dberlin@otoinsights.com<br />@otoinsights<br />@banderlin<br />bye!<br />

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