How do people view search engine results pages?

How do people view search engine results pages?

June 28, 2016 1:59 pm

The E-formed sample has been the generally understood means by which net customers browse websites and search outcomes. 

Has consumer behaviour modified since then, or have maybe the modifications that Google and others have made to the presentation of search outcomes made a distinction?

An eyetracking research carried out by ConversionXL appears into this query, evaluating the outcomes with earlier research.

Here are a couple of key findings from the article…

The E-sample not holds up

The P-sample was one thing found throughout testing by Jakob Nielsen. The discovering being that customers learn or scan pages in two horizontal actions adopted by a vertical motion. Thus the P-form.

For search outcomes, as within the instance proven on the appropriate under (that is from 2006) we will see that the primary two or three outcomes appeal to most consideration, whereas outcomes under 4 or 5 downwards appeal to much less curiosity.


Now the SERPs are totally different. We have extra pictures to catch the attention in some outcomes, in addition to options like wealthy snippets, which stand in distinction to the extra textual content-heavy Google outcomes of the previous.

Perhaps because of this ConversionXL have been unable to duplicate the C-form of their checks. In the instance under, the primary outcome will get the utmost consideration, with little or no under the third outcome.


Google was proper to take away proper hand aspect advertisements

Google’s removing of proper hand aspect advertisements earlier this yr is backed up by the research.

In a nutshell, advertisements on the suitable didn’t get a lot consideration, however advertisements on the prime of search outcomes did, at the very least till customers realised they have been advertisements (explains the inexperienced textual content I’d say).

ads eye

Contrasts between Bing and Google

The research discovered a number of variations in consumer behaviour on the 2 search engines:

  • Users took longer earlier than exploring under the fold on Bing. Google customers started to view under the fold after round S.M seconds. On Bing this determine was 10.H seconds.
  •  Bing customers spend extra time viewing outcomes above the fold. On Bing, customers spent round N.H seconds in comparison with S.H on Google.
  • Bing customers took longer to view the primary natural end result. On Google, customers seen it after O.A seconds. On Bing this was H.H seconds.

In abstract

I’d advocate studying the complete article for extra element across the exams, however there are some fascinating findings.

It appears that the f-formed sample could also be no extra, although I’d wish to see different eye monitoring research earlier than drawing that conclusion with certainty. There are so many variables – variety of advertisements in outcomes, photographs, featured snippets and so on – that may impact the studying sample.

There might be numerous totally different patterns in line with outcome varieties and, in fact, consumer behaviour might change in accordance with the intent behind the search.

One factor appears to be clear although – the highest two or three outcomes nonetheless command most consideration. (This is from an Advanced Web Ranking CTR research in 2014)


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