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ENQUIRO EYE TRACKING WHITEPAPERS
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Enquiro Eye Tracking Report II:
Google, MSN and Yahoo! Compared
Our original study used eye tracking technology to quantify what user interactions with the Google search results page looked like. The results were the "Golden Triangle" image which has been discussed extensively. Of course, because the scope of the original study was restricted to Google, that left one big question: What about the other engines?
This new study from Enquiro not only answers that question but attempts to explain the significant differences in search behaviors noticed on Yahoo! and MSN search results pages where the tasks given were the same. We explore the reason for this which has less to do with the actual relevance of the results themselves and more to do with the perception of relevancy.
We believe it’s very important for marketers to understand the nuances of perceived relevance as it can play an important role in the day-to-day decisions being made so we took the data and boiled it down into some real life strategies for the marketer to boost the performance of your campaigns. We also look at doing a SWOT analysis on a search results page to gain your unfair share of click throughs, look at the impact of position on potential conversions, explore how banner blindness can occur on a search page, show how to use information scent to your advantage in the various sections of the page and quantitatively determine what is the best position to bid for on the page.
Click Here to read a sample of this whitepaper!
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The whitepaper covers:
- How We Scan a Listing
- Information Scent
- Semantic Mapping
- Area of Great Promise
- Pre-Mapping
- Rule of 3
- Thin Slicing
- Banner Blindness
- Growth of Navigational Search
- Impact of Bolded Search Queries, Icons and Indented Results
- Perceived Relevancy
- Golden Section Theory
- Interactions with Sponsored Results
- Interactions with Organic Results
- Interactions with Vertical Results
- Pogo Sticking Cannibalization of Campaigns
- Purchase vs Research Intent
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Enquiro Eye Tracking Report I: Google
 The impact of the Google "Golden Triangle" has been discussed worldwide. For many readers, it confirmed what they already intuitively knew. Others found the intensity and concentration of the scan patterns surprising.
The research, despite the fact that it was only conducted on Google (or perhaps because of it), caught the attention of all the major search engines. Although we had been doing research on how people used search engines for a year and a half, this was the first time we had findings with such visual impact.
We believe any search marketer, or even developers of search technology, will gain insight that will make a significant impact on their search strategies. Not since our original White Paper, Inside the Mind of the Searcher, have we been afforded such a glimpse into the mental processes that govern search sessions.
These are just a few of the questions we try to answer.
- Is position everything?
- If we don’t find what we’re looking for right off, do we lose confidence in the listings?
- Does the eye move differently the first time it sees a results page versus its return to the same page?
- How many listings do we look at before we decide?
- Do different demographic groups scan differently?
Click Here to read a sample of this whitepaper!
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Single User
License |
$149 |
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Corporate
License |
$298 |
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License Info
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The whitepaper covers:
- Importance of the Golden Triangle
- Interaction with Top Organic
- Interaction with Lower Organic
- Impact of OneBox
- Impact of Top Sponsored Ads
- Interaction with Side Sponsored
- How we scan a listing
- Semantic Mapping
- Impact of Bolded Search
- Queries and Icons
- Confidence with Search Results
- Searcher Behavior
- Demographic Analysis
- Men vs. Women and their
- Search Patterns
- The Waiting for Load Scan
- Success of Links
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Get Both! - Enquiro Eye Tracking Reports I & II: Google & Google, MSN and Yahoo! Compared
If you haven't read our original whitepaper on the Google "Golden Triangle" then this is an opportunity to purchase both whitepapers at a discounted price.
Learn about the importance of the Google Golden Triangle, how we scan listings, similarities and differences of search engine interactions, how different demographics search differently, the role intent plays in search, and much more... |
Single User
License |
$249 |
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Corporate
License |
$498 |
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License Info
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