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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!

  • http://ikakook.blogspot.com Samarjit Srikrishnan

    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!

  • http://blog.eightblack.com David

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

  • http://www.marketingpilgrim.com Andy Beal

    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.

  • http://www.wwip.com Brett Smith

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

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