Implications Of User Engagement

www.OTOinsights.com 1

Implications Of User EngagementWith Search Engine Results Pages

Thursday, March 25, 2010


hi!@OTOinsights@jkarnell



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study objectives


Determine user behavior and engagement with Universal Search Engine Result Pages (SERPS) vs. traditional text-only results1


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


Identify potential impact on SEM campaigns.3


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


methodology


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


Established 10 key word sets:

6 Branded 4 Unbranded2



Created 4 SERPs for each keyword =40 Permutations3


Nat

Nat

ural

Onl

y


Nat

Nat

ural

With

Paid


Nat

Uni

vers

al O

nly


Nat

Uni

vers

al W

ithPa

id


Collect eye tracking and physiological data.4


Tobii T6 Eye Tracking Monitor Infiniti Pro-comp Bio-Feedback


Fill out two surveys:• Geneva Emotion Wheel• Aesthetic Likert Scale5



What link would you click on first and second?6


insights


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

insight 1


I

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


IVideo 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


Universal SERPs ‘Golden Triangle’ related to visual density.

insight 2


I

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


I

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


Video and image results increase engagement on a SERP.

insight 3


I


I


conclusions


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.

conclusion


bye!

Technology

Implications Of User Engagement