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White Paper Summary: Enquiro Eye Tracking Report II: Google, MSN and Yahoo! Compared
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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.
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.
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"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
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