Research on the perception of Russian search engines
USABILITYLAB together with Ashmanov and Partners conducted a survey of users' perception of Russian search engines. The study was conducted using the method of registering the movements of the eyes of users in the perception of search results and contextual advertising in such search engines as Google, Yandex, Rambler, GoGo.
Dmitry Satin and Andrey Sikorsky presented the results of the research at the 22nd webinar of the UX Russia community.
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A report on the study can be obtained by sending a message to the address: research@usabilitylab.net
The study of this scale is conducted in RuNet for the first time. As a result, interesting facts were found, of course, useful to advertisers, marketers, as well as other professionals involved in the promotion of products through the Internet.
The most attractive in search results is the first line. No wonder. However, the next place in terms of attractiveness after the first result of "organic matter" is occupied not by the second line, but by the fourth or fifth. Probably, the so-called “edge effect” arises here - users are looking more at the first and last positions. In addition, user attention varies depending on the text of the link. Call-to-action, a favorite of advertisers, works here. Thus, an ad that begins with the word “order” has more chances to attract the user's attention than a similar one, but which begins with the word “tickets”.
It turns out that the perception of information depends on the age of users. Older people (from 33 to 40 years) are more closely studying the text of links in search results (snippets), pay more attention to banner ads. Surprisingly, but at the same time they make fewer transitions compared to younger users (from 25 to 32 years).
The study revealed that men and women look at the same pages differently. Men are more concentrated, do not read snippets to the end. Women more closely consider the search results and more carefully read into the text.
Dmitry Satin and Andrey Sikorsky presented the results of the research at the 22nd webinar of the UX Russia community.
')
A report on the study can be obtained by sending a message to the address: research@usabilitylab.net
The study of this scale is conducted in RuNet for the first time. As a result, interesting facts were found, of course, useful to advertisers, marketers, as well as other professionals involved in the promotion of products through the Internet.
The most attractive in search results is the first line. No wonder. However, the next place in terms of attractiveness after the first result of "organic matter" is occupied not by the second line, but by the fourth or fifth. Probably, the so-called “edge effect” arises here - users are looking more at the first and last positions. In addition, user attention varies depending on the text of the link. Call-to-action, a favorite of advertisers, works here. Thus, an ad that begins with the word “order” has more chances to attract the user's attention than a similar one, but which begins with the word “tickets”.
It turns out that the perception of information depends on the age of users. Older people (from 33 to 40 years) are more closely studying the text of links in search results (snippets), pay more attention to banner ads. Surprisingly, but at the same time they make fewer transitions compared to younger users (from 25 to 32 years).
The study revealed that men and women look at the same pages differently. Men are more concentrated, do not read snippets to the end. Women more closely consider the search results and more carefully read into the text.
Source: https://habr.com/ru/post/58733/
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