Top-3 of Google SERP covers 59% of clicks
The study showed how users interact with Google's delivery. 59% of clicks are in the first three SERP positions. For 2% of requests, users go to the second page of the issue.
The first three positions of the Google results account for 59% of clicks
The Nielsen Norman Group investigated how users interact with Google search results.
Key findings of the study
- When there were items such as a carousel with recommended products, a carousel with videos, blocks with answers or other advanced results, users viewed them 74% of the time.
- Participants in the study took an average of 5.7 seconds to select a result on request in the issue.
- Since the modern search results page includes various elements, advertising, interactive in addition to the usual organic results, users view the search results in a non-linear way.
The items that are shown in the output play an important role in how the user's attention is distributed. Depending on the SERP layout, some links get visibility and clicks, while others don't. The location of the organic results close to the visually appealing elements affects their visibility.
The image shows that first the user directed his attention to the product cards, then advertising, then to the block with answers, then to the block "People Also Ask", and only then to the first organic result.
- Clicks on the first result (the first element located immediately below the search bar) amounted to 28% in 2019. In 2006, the first result collected 51% of clicks.
- The first three positions still get more than half of all clicks (59%). However, sites below the top 3 have a higher proportion of clicks in 2019 compared to 2006.
- Users viewed the output below the "fold line" only 5% of the time for navigation and fact-finding queries. For more complex queries, users scrolled the page for more results 20% of the time.
- For only 2% of queries, users went to the second page of search results.
As part of the study, the company analyzed 471 requests made by users between 2017 and 2019. In parallel, the specialists conducted an eye tracking test.
We will remind, earlier there was a study that showed that chatbots increase sales on the site by 67%