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Tuesday, May 26, 2009




Implications of User Engagement with
Universal Search Results
Jeremi Karnell, President, One to One Interactive
Dan Berlin, Sr. Research Associate, OTOinsights



  www.OTOinsights.com                                 1
Agenda
         1   Overview


         2   Study Objectives


         3   Universal Search & SEM


         4   Methodology


         5   Insights & Implications




                                www.OTOinsights.com   2
Neuromarketing Research | Usability




                                                 Quantemo

                                      www.OTOinsights.com   3
Overview

 • OTOinsights conducted a study to determine user behavior and
 engagement with Universal search engine result pages (SERPs)

 • Study included recording the users’ eye tracking, physiological &
 emotional reactions, and click tracking

 • We found that media (images, videos, etc) impact how a user
 interacts with a SERP




                              www.OTOinsights.com                      4
Study Objectives
• Compare user engagement with
  Universal search results vs.
  traditional text-only results
  – Determine changes in user behavior
     • Physiological, Eye gaze, and click pattern
  – Indentify potential impact on SEM
    campaigns
  – Assess the viability of Universal search
    becoming a prominent part of SERPs
  – Gather preliminary data to inform a
    formal, larger scale study


                                 www.OTOinsights.com   5
Universal Search
•   72% of adults use search engines to
    find Web sites (Forrester, 2008)                   Video and
                                                        Images
•   2007: Google and Yahoo add Universal
    Search results

•   Universal Search = inclusion of media                  News
    in search results

•   New generation of search optimization
    transcends just text

•   No Universal results in paid links… yet

                                 www.OTOinsights.com               6
Search Engine Marketing

                                         Search Engine Optimization – Natural Search
             SEO                         • Relevance of content
                                         • Keyword use in Title attribute
                                         • Site architecture
                                         • Link popularity
                                                • anchor text & topical relevance
  SEM                                    • Domain age


                                                  Pay Per Click – Paid Search
                                         • Bid
                                         • Quality Score
             PPC                         • Click Through Rate (CTR)



                   www.OTOinsights.com                                                 7
Insights

   SERPs which include Universal Search results reinforce eyeballs to
   stay focused on the first page’s top paid and natural search results



   The inclusion of Universal Search results increase emotional
   engagement during interactions with a SERP




                              www.OTOinsights.com                         8
Methodology
•   10 terms relevant to the
                                                            Natural Only   Natural w/
    cable industry were identified
                                                                              Paid
•   Four types of Google SERPs
    were created for each of
    these terms
    – Natural Only; Natural w/ Paid
    – Universal w/o Paid; Universal
      w/ Paid
•   17 participants chose five
    search terms
                                                             Universal     Universal w/
•   Participants were presented                                Only            Paid
    with a randomized SERP type
    for each of the chosen terms

                                      www.OTOinsights.com                               9
Methodology

     Each page                                       What links would
   presented for 1    1                         4    you click on first
       minute                                          and second?




                                                    Fill out two surveys
       Collect
                                                    • Geneva Emotion Wheel
  physiological and   2                         3    • Aesthetic Likert Scale
  eye tracking data




                          www.OTOinsights.com                                   10
Methodology


   Heart Rate ∆
                     Quantemo                          Quantemo
 Breathing Rate ∆   Physiological                     Engagement
                       Index                             Index
  Baseline Data

                                            Geneva
                                            Emotion
                                             Wheel
                                                        Aesthetic
                                                         Likert


                             www.OTOinsights.com                    11
Insight 1 - Overview
                               SERPs which include Universal Search results reinforce eyeballs to
                               stay focused on the first page’s top paid and natural search results
                              Universal w/ Paid Search First Fixation                                                         Universal w/ Paid Clicks
                    45%                                                                                      12
% of participants




                    40%
                           39%
                                                                                                             10
                    35%




                                                                                               # of clicks
                                                                                                              8
                    30%
                                                                                                              6   7   6
                    25%               22%
                                                                                                                          2                                  1st Click
                    20%                         17%                                                           4
                                                                                                                                 1    1                      2nd Click
                    15%                                  11%                                                  2           4                2    1
                                                                                                                  3   3          3    3         2   1
                    10%                                                                                                                    1        1    1
                                                                     6%           6%                          0
                    5%

                    0%
                          Top Paid   Page Top   Video   1st Link   Right Paid 1st Picture




                                                                                     www.OTOinsights.com                                                                 12
Insight 1 - Details
                              Note the location of the video links:
                              • 1st fixation after the top of the page
                              • clicked more often than both the multilinks and the 2nd natural link

                              Universal w/ Paid Search First Fixation                                                         Universal w/ Paid Clicks
                    45%                                                                                      12
% of participants




                    40%
                           39%
                                                                                                             10
                    35%




                                                                                               # of clicks
                                                                                                              8
                    30%
                                                                                                              6   7   6
                    25%               22%
                                                                                                                          2                                  1st Click
                    20%                         17%                                                           4
                                                                                                                                 1    1                      2nd Click
                    15%                                  11%                                                  2           4                2    1
                                                                                                                  3   3          3    3         2   1
                    10%                                                                                                                    1        1    1
                                                                     6%           6%                          0
                    5%

                    0%
                          Top Paid   Page Top   Video   1st Link   Right Paid 1st Picture




                                                                                     www.OTOinsights.com                                                                 13
Insight 1 - Details
                             Note the location of the image links:
                             • 1st fixation after the top of the page
                             • clicked more often than both the multilinks and the 2nd natural link

                                     Universal First Fixations                                                               Universal Clicks
                    35%                                                                                    20
% of participants




                                                                                       % of participants
                    30%
                           29%                                                                             18
                                                                                                           16
                                      25%        25%                                                       14
                                                                                                                8
                    25%
                                                                                                           12
                    20%                                                                                    10
                                                                                                            8                                           1st Click
                    15%                                     13%                                             6        9   2
                                                                                                                11                                      2nd Click
                                                                                                            4
                    10%                                                8%                                                6       2     1
                                                                                                            2
                                                                                                                     2           2     2        3   2
                                                                                                            0
                    5%

                    0%
                          1st Link   Page Top    Image    Multilinks   Video




                                                                            www.OTOinsights.com                                                                     14
Insight 1
•   Heat maps show
    30s of eye
    tracking

•   Natural w/ Paid
    – F-shape
    – More exploration


•   Universal w/ Paid
    – Golden Triangle
    – Mostly above the
      media

                         Natural w/ Paid            Universal w/ Paid
                              www.OTOinsights.com                       15
Insight 1 - Implications

   The advent of Universal Search demands that companies optimize
   not only their text, but also their media (images, videos, etc)



   Image and video results may anchor users to stay at the top of the
   SERP




                              www.OTOinsights.com                       16
Insight 2 - Overview
  The inclusion of Universal Search results increase emotional
  engagement during interactions with a SERP
                                            Quantemo™ Engagement Index
             Higher   0.70

        Engagement
                      0.60
                                               Results had images and videos
                      0.50
                                                                       0.44
                      0.40                           0.37

                      0.30


                      0.20


                      0.10      0.07                                                     0.08
             Lower
        Engagement    0.00

                             Natural Only      Universal w/ Paid   Universal Only   Natural w/ Paid



                                            www.OTOinsights.com                                       17
• Took ~50 fixations to get to the images
                                    – (after the first fixation)
                               • Then spent 38 fixations on the images
First Fixation




         Clustered on Pics



             www.OTOinsights.com                                           18
Insight 2 - Implications

   Higher engagement with Universal results may stop users from
   exploring the rest of the SERP



   Users will get an ‘instant gratification’ from images – perhaps more
   so from branded images




                              www.OTOinsights.com                         19
Overall Implications
 • Create a holistic strategy which considers all search interactions to
 increase user engagement

 • Determine how digital assets can be leveraged to gain additional reach
 into search engines

 • Top paid results are the highest focal point and provide a great branding
 opportunity

 • High positions in natural and paid results will continue to be important
 traffic from search engines


                                 www.OTOinsights.com                           20
Future Studies

 • Does media in searches change users’ propensity to purchase?

 • Does brand exposure on a SERP change users’ engagement and click
 behavior?

 • Do positional changes in non-text results impact users’ click propensity
 and engagement?




                                www.OTOinsights.com                           21
In Conclusion

   Optimize your entire Web site, not just the text
                       This now includes media!


   The evolution of Universal Search will impact how users interact
   with SERPs – marketers and UX professionals must be prepared




                              www.OTOinsights.com                     22

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Implications of User Engagement with Universal Search Results

  • 1. Tuesday, May 26, 2009 Implications of User Engagement with Universal Search Results Jeremi Karnell, President, One to One Interactive Dan Berlin, Sr. Research Associate, OTOinsights www.OTOinsights.com 1
  • 2. Agenda 1 Overview 2 Study Objectives 3 Universal Search & SEM 4 Methodology 5 Insights & Implications www.OTOinsights.com 2
  • 3. Neuromarketing Research | Usability Quantemo www.OTOinsights.com 3
  • 4. Overview • OTOinsights conducted a study to determine user behavior and engagement with Universal search engine result pages (SERPs) • Study included recording the users’ eye tracking, physiological & emotional reactions, and click tracking • We found that media (images, videos, etc) impact how a user interacts with a SERP www.OTOinsights.com 4
  • 5. Study Objectives • Compare user engagement with Universal search results vs. traditional text-only results – Determine changes in user behavior • Physiological, Eye gaze, and click pattern – Indentify potential impact on SEM campaigns – Assess the viability of Universal search becoming a prominent part of SERPs – Gather preliminary data to inform a formal, larger scale study www.OTOinsights.com 5
  • 6. Universal Search • 72% of adults use search engines to find Web sites (Forrester, 2008) Video and Images • 2007: Google and Yahoo add Universal Search results • Universal Search = inclusion of media News in search results • New generation of search optimization transcends just text • No Universal results in paid links… yet www.OTOinsights.com 6
  • 7. Search Engine Marketing Search Engine Optimization – Natural Search SEO • Relevance of content • Keyword use in Title attribute • Site architecture • Link popularity • anchor text & topical relevance SEM • Domain age Pay Per Click – Paid Search • Bid • Quality Score PPC • Click Through Rate (CTR) www.OTOinsights.com 7
  • 8. Insights SERPs which include Universal Search results reinforce eyeballs to stay focused on the first page’s top paid and natural search results The inclusion of Universal Search results increase emotional engagement during interactions with a SERP www.OTOinsights.com 8
  • 9. Methodology • 10 terms relevant to the Natural Only Natural w/ cable industry were identified Paid • Four types of Google SERPs were created for each of these terms – Natural Only; Natural w/ Paid – Universal w/o Paid; Universal w/ Paid • 17 participants chose five search terms Universal Universal w/ • Participants were presented Only Paid with a randomized SERP type for each of the chosen terms www.OTOinsights.com 9
  • 10. Methodology Each page What links would presented for 1 1 4 you click on first minute and second? Fill out two surveys Collect • Geneva Emotion Wheel physiological and 2 3 • Aesthetic Likert Scale eye tracking data www.OTOinsights.com 10
  • 11. Methodology Heart Rate ∆ Quantemo Quantemo Breathing Rate ∆ Physiological Engagement Index Index Baseline Data Geneva Emotion Wheel Aesthetic Likert www.OTOinsights.com 11
  • 12. Insight 1 - Overview SERPs which include Universal Search results reinforce eyeballs to stay focused on the first page’s top paid and natural search results Universal w/ Paid Search First Fixation Universal w/ Paid Clicks 45% 12 % of participants 40% 39% 10 35% # of clicks 8 30% 6 7 6 25% 22% 2 1st Click 20% 17% 4 1 1 2nd Click 15% 11% 2 4 2 1 3 3 3 3 2 1 10% 1 1 1 6% 6% 0 5% 0% Top Paid Page Top Video 1st Link Right Paid 1st Picture www.OTOinsights.com 12
  • 13. Insight 1 - Details Note the location of the video links: • 1st fixation after the top of the page • clicked more often than both the multilinks and the 2nd natural link Universal w/ Paid Search First Fixation Universal w/ Paid Clicks 45% 12 % of participants 40% 39% 10 35% # of clicks 8 30% 6 7 6 25% 22% 2 1st Click 20% 17% 4 1 1 2nd Click 15% 11% 2 4 2 1 3 3 3 3 2 1 10% 1 1 1 6% 6% 0 5% 0% Top Paid Page Top Video 1st Link Right Paid 1st Picture www.OTOinsights.com 13
  • 14. Insight 1 - Details Note the location of the image links: • 1st fixation after the top of the page • clicked more often than both the multilinks and the 2nd natural link Universal First Fixations Universal Clicks 35% 20 % of participants % of participants 30% 29% 18 16 25% 25% 14 8 25% 12 20% 10 8 1st Click 15% 13% 6 9 2 11 2nd Click 4 10% 8% 6 2 1 2 2 2 2 3 2 0 5% 0% 1st Link Page Top Image Multilinks Video www.OTOinsights.com 14
  • 15. Insight 1 • Heat maps show 30s of eye tracking • Natural w/ Paid – F-shape – More exploration • Universal w/ Paid – Golden Triangle – Mostly above the media Natural w/ Paid Universal w/ Paid www.OTOinsights.com 15
  • 16. Insight 1 - Implications The advent of Universal Search demands that companies optimize not only their text, but also their media (images, videos, etc) Image and video results may anchor users to stay at the top of the SERP www.OTOinsights.com 16
  • 17. Insight 2 - Overview The inclusion of Universal Search results increase emotional engagement during interactions with a SERP Quantemo™ Engagement Index Higher 0.70 Engagement 0.60 Results had images and videos 0.50 0.44 0.40 0.37 0.30 0.20 0.10 0.07 0.08 Lower Engagement 0.00 Natural Only Universal w/ Paid Universal Only Natural w/ Paid www.OTOinsights.com 17
  • 18. • Took ~50 fixations to get to the images – (after the first fixation) • Then spent 38 fixations on the images First Fixation Clustered on Pics www.OTOinsights.com 18
  • 19. Insight 2 - Implications Higher engagement with Universal results may stop users from exploring the rest of the SERP Users will get an ‘instant gratification’ from images – perhaps more so from branded images www.OTOinsights.com 19
  • 20. Overall Implications • Create a holistic strategy which considers all search interactions to increase user engagement • Determine how digital assets can be leveraged to gain additional reach into search engines • Top paid results are the highest focal point and provide a great branding opportunity • High positions in natural and paid results will continue to be important traffic from search engines www.OTOinsights.com 20
  • 21. Future Studies • Does media in searches change users’ propensity to purchase? • Does brand exposure on a SERP change users’ engagement and click behavior? • Do positional changes in non-text results impact users’ click propensity and engagement? www.OTOinsights.com 21
  • 22. In Conclusion Optimize your entire Web site, not just the text This now includes media! The evolution of Universal Search will impact how users interact with SERPs – marketers and UX professionals must be prepared www.OTOinsights.com 22