New Eye Tracking Report Looks at Google, Yahoo & MSN

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!