Conversion of display results into clicks for Google and Yandex in 2019

This article will be useful for product managers, marketers and all those who are interested in knowing the probabilities of transitions in positions, depending on where they are in Google and Yandex. It will contain several facts, figures, references and conclusions, which I have made for myself by analyzing this question.



Tezisno:

Conversion “displaying the search result -> go to the site” to Google or Yandex, depending on the position found in the organic search result (on the computer):

1 position - 35%

2 position - 17%

3 position - 10%

4 position - 7%

5 position - 5%

6 position - 4%

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Conversion “displaying the search result -> go to the site” to Google or Yandex, depending on the position found in organic search results (on mobile devices):

1 position - 28%

2 position - 16%

3 position - 10%

4 position - 7%

5 position - 5%

6 position - 4%



Slightly more detailed:

Clicking links in search shows is greatly influenced by the following points: the relevance of the results, finding the sites familiar to the user, the intentions of the applicant himself, the most important thing is the location of the show in the search results.



Fact:

The closer the search result in search engines to the top line, the greater the chance that the user will follow the link to its source. But not everyone knows how high you need to be, so that the ratio of clicks to conversions is relevant. And is it good enough to have let's say your show on page 2 in the issue.



In order to measure “sufficiency”, it is necessary to calculate for each place an OCTR (Organic Click-Through Rate) issue - the result of a formula that reflects the percentage of clicks (clicks on the source) of users after they saw the organic issue by their request. Then compare the indicators for all positions in the search results. People from the Advanced Web Ranking are doing just that, collecting monthly information on millions of keywords and tens of thousands of sites, and then openly publishing the findings of their observations.

Conversion “displaying the search result -> go to the site” on Google, depending on the position found in organic search results (on a computer):

1 position - 35%

2 position - 17%

3 position - 10%

4 position - 7%

5 position - 5%

6 position - 4%



Conversion “displaying the search result -> go to the site” on Google, depending on the position found in organic search results (on mobile devices):

1 position - 28%

2 position - 16%

3 position - 10%

4 position - 7%

5 position - 5%

6 position - 4%



This data indicates that in the current realities it is simply necessary to be on the first lines of search engines, otherwise the service or product gets a very big chance to go unnoticed.



Conclusion:

Every third person follows the highest link. 74% of users make transitions to sites with search results in the first 5 positions. For all the other 1,000,000 query items, only 26% of users remain.



Useful links:

GOOGLE ORGANIC CTR HISTORY

Organic Click-Through Rates in 2014

Google Organic Click-Through Rates in 2018