By on November 21, 2006

New Eye Tracking Report Looks at Google, Yahoo & MSN

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Enquiro has released a new eye tracking report and it’s worth every penny of the $149 you’ll pay to get your hands on it.

If you caught Gord Hotchkiss’ presentation at PubCon, you’d already have a good idea of some of the search-candy inside the new report. In case you missed it, here’s some of the things you’ll discover:

  • The difference in the user experience between Google, Yahoo and MSN
  • Real relevancy vs. perceived relevance and how this impacted interactions
  • Interactions with organic vs sponsored across the 3 engines

There’s also great insight on what Enquiro calls “pogo-sticking” – where users go back and forth between search results – and how the search engines are using icons to attract a searcher’s attention. Also fascinating is how searchers click on a search listing, but still scan the search results page, while waiting for the new web page to load.

Any report that reveals information such as…

  • 100% of clicks go to organic results, when a searcher is “researching”, while “purchase” searches result in 44% of clicks going to sponsored listings

…is worth buying!


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5 comments on “New Eye Tracking Report Looks at Google, Yahoo & MSN”

  1. Samarjit Srikrishnan Says:

    November 22nd, 2006 at 2:29 am

    Here’s another interesting report. It’s free, and gives a clear insight into the state of the SEM industry in India. A similar report for Malaysia is also underway.

    An IAMAI and Pinstorm Report: State of Search Engine Marketing in India, 2006
    http://www.pinstorm.com/blog/?p=28
    or
    http://www.pinstorm.com/iamai_report.php

    Cheerio!

  2. David Says:

    November 22nd, 2006 at 9:41 pm

    Can anyone provide feedback on the guide – I’d love to hear from anyone who has bought it and implemented changes.
    Cheers,
    Dave.

  3. Andy Beal Says:

    November 23rd, 2006 at 11:11 am

    David, I have a copy of the report and have read it. It gives you great insight as to how people use search engines – you’ll probably get great value from understanding how they interact with organic and paid listings.

  4. Brett Smith Says:

    November 23rd, 2006 at 10:59 pm

    Looks like a good report. I have also found some good case studies at MarketingSherpa.com.

  5. Brian Johnson’s Reasoned Investing » Blog Archive » links for 2006-11-23 Says:

    November 29th, 2006 at 10:10 pm

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