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White Paper Summary:  Barriers on a Search Results Page

Search engines are becoming the primary portals to the rest of the Internet. And with over 10 billion core searches a month being conducted in the US alone*, there is a lot at stake on the search results page. Using eye tracking technology, we can see how different elements, such as white space, types of listings and images can act as barriers that prevent the user from seeing other information on the page.

This white paper reveals:

• How a users' eye scan patterns are affected by local listings and Wikipedia results
• How barrier scanning changes the relative value of top listings
• What to keep in mind while designing the search user interface.

*comScore Core Search Report
May 2008 vs. April 2008
Total U.S. – Home/Work/University Locations
Source: comScore qSearch 2.0

"Enquiro's BuyerSphere research found a very interesting difference in behavior between those under the age of 30 and those over 30. They interacted with online in significantly different ways "

Gord Hotchkiss
President and CEO

Enquiro