Search User Behavior Research Update

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Search User Behavior Research Update SES, San
Jose, 2006
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Pre Mapping

• What is the cause of high click through rates and
  conversions on paid branded terms?
• Does cannibalism occur on branded terms where
  paid and organic are used together?

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Pre Mapping The Theory

• Searchers form an image of a results page before
  launching a search.
• They know where they are going to look before the
  page opens.
• Have a pre-determined sense of where the most
  relevant information will be.

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Pre Mapping The Theory

• Searchers in the research phase are more likely
  to go directly to organic.
• Searchers in the purchase phase are more likely
  to go to sponsored.

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Pre Mapping The Test

• 80 people split into 2 groups
• Group 1 instructed to do research
• Group 2 instructed to purchase

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Research
Purchase
0.5
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Research
Purchase
1.0
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Research
Purchase
1.5
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Research
Purchase
2.0
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Research
Purchase
2.5
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Research
Purchase
3.0
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Research
Purchase
3.5
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Research
Purchase
4.0
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Research
Purchase
5.0
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Research
Purchase
6.0
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Research
Purchase
7.0
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Pre-Mapping Results

• Great news for search engines and top sponsored
• No real difference
• In fact, researchers seemed to linger on the top
  sponsored
• Cannibalizing is probably happening
• More proof that the top sponsored is the best
  position provided the ROI is there.
• Prompting us to do a lot more research

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Perceived Relevance

• Is perceived relevance related to brand?
• Is perceived relevance related to page design?

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Thank You!
Bill Barnes bill_at_enquiro.com www.enquiro.com