implications of user engagement
DESCRIPTION
OTOinsights Search Engine Strategies NYC 2010 Presentation. Covers neuromarketing research OTOinsights conducted to understand the impact that Universal Search Results has on search behavior.TRANSCRIPT
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Implications Of User EngagementWith Search Engine Results Pages
Thursday, March 25, 2010
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hi!@OTOinsights@jkarnell
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23,500BC
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3,500BC
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study objectives
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Determine user behavior and engagement with Universal Search Engine Result Pages (SERPS) vs. traditional text-only results1
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Assess the impact that Universal Search will have by becoming a more prominent part of SERPs.2
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Identify potential impact on SEM campaigns.3
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Gather preliminary data to inform a formal, larger scale study.4
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methodology
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Recruited 17 subjects that were in the market to change their cable provider. 1
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Established 10 key word sets:
6 Branded 4 Unbranded2
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Created 4 SERPs for each keyword =40 Permutations3
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Nat
Nat
ural
Onl
y
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Nat
Nat
ural
With
Paid
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Nat
Uni
vers
al O
nly
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Nat
Uni
vers
al W
ithPa
id
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Collect eye tracking and physiological data.4
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Tobii T6 Eye Tracking Monitor Infiniti Pro-comp Bio-Feedback
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Fill out two surveys:• Geneva Emotion Wheel• Aesthetic Likert Scale5
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What link would you click on first and second?6
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insights
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SERPs which include video and image results reinforce eyeballs to stay focused on the first page top paid and natural search terms.
insight 1
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Video was typically fixated on before the first natural and the right paid links.
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IVideo link also received more clicks than the multilinks and the second natural links
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Image link received more first fixations and clicks than the multilinks and the second natural links.
Note: No Paid Results
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Universal SERPs ‘Golden Triangle’ related to visual density.
insight 2
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Natural only follows Nielsen’s F-Pattern (Nielsen, 2006)
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Universal follows ‘Golden Triangle” identified by Enqurio (Marketing Sherpa, 2009)
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Video and image results increase engagement on a SERP.
insight 3
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conclusions
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Creating a holistic strategy which considers all search interactions will provide competitive advantage and drive more engaged visitors through your SEM activities
conclusion
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Start to think about your current digital assets and how they can be leveraged to gain additional reach with search engines.
conclusion
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bye!